An Assessment of the Operating Characteristics of Farm Wineries, and Managerial Perspectives of Farm Winery Owners Who Use Distributors

Abstract

Hypotheses that concern operating characteristics of farm wineries, and managerial perspectives of farm winery owners are developed and tested empirically. Key results focus on the tendency of farm winery owners who use distributors to abdicate key marketing functions, particularly that of brand management. Such abdication appears to debilitate the competitive position of such wineries, and sow the seeds of conflict between the wineries and their distributors.

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