Entrepreneurial women in the wine industry: A study in emerging economies

Abstract

Purpose: The purpose of this study is to investigate about women involved in the wine industry of emerging economies, including their journey, perceived progression in the industry, their impact and required characteristics to adapt to this industry. Because of its significance in the context of this research, social cognitive theory (SCT) will be adopted.

Design/methodology/approach: Face-to-face, in-depth on-site interviews were conducted with 15 female winery owners and managers in three separate South American wine regions.

Findings: While overall participants recognised persistent barriers for women to work in the wine industry, they also acknowledged increased opportunities for females, which have led to stronger roles for women. Importantly, sensitivity, by being detail-oriented in service encounters while practicing subtlety in winemaking, was revealed as a key differentiating trait. Further, fundamental tenets of SCT, particularly self-efficacy, became apparent when participants reflected on their own journeys, as well as on how future female entrants could successfully adapt to the wine industry.

Originality/value: The study draws on SCT’s underpinnings to examine an under-researched area, notably, the journey of entrepreneurial women in the wine industry of emerging economies. Apart from the gathered empirical evidence concerning such a journey, a proposed framework extends SCT, thereby highlighting the role of self-efficacy, a determinant factor in enhancing women’s presence and involvement in the wine industry. This presence is closely linked to women’s progression and journey in the industry, where determination contributes to their adaptation, learning and accumulation of knowledge, with important implications for their future and the future of other female entrants.