Market-oriented activities and communal wine consumption: Does coopetition make a difference?

Earlier work has indicated that communal wine consumption events (e.g., wine tourism) are driven through employing a market orientation, namely, the firm-wide implementation of the marketing concept. Although market-oriented activities are intended to create value for customers, many vineyards and w...

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Bibliographic Details

Main Authors:	Jim Crick, David Crick
Format:	Default Article
Published:	2021
Subjects:	market-oriented activities communal wine consumption events coopetition resource-based theory wine tourism
Online Access:	https://hdl.handle.net/2134/14822328.v2
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