Validation Of Entrepreneurial Marketing Dimensions In North Carolina Wineries

The aim of this article is to test and validate a recently developed Entrepreneurial Marketing (EM) scale in the context of North Carolina Wineries. Previous EM literature suggests that EM consists of six dimensions, namely 1) proactive orientation, 2) opportunity orientation, 3) customer intensity, 4) innovation focused, 5) risk management, and 6) value creation. Using confirmatory factory analysis and structural equation modeling on data collected from small businesses (e.g., NC wineries), results confirm that EM consists of five of the proposed six dimensions in the NC winery context. No support was found for risk management to be included in the final model. Implications for theory and future research are discussed.<p></p>