Abstract
The focus on sustainability is one of the different strategies adopted by companies looking for arguments for their differentiation from other competitors. Implementing this concept in the wine industry implies environmental soundness, social equity, and economic feasibility since when pursuing sustainable development, these companies are protecting the identity of their terroirs. Nevertheless, this is not an easy task because companies have to face several potential barriers to the adoption of sustainable practices. Thus, the objective of this chapter is to introduce the entrepreneurial ecosystem approach (EEA) as an instrument to help to understand and identify the mechanisms to remove the barriers to the adoption of sustainable practices in the wine industry, preparing the ground for a more detailed investigation to assess the effective implementation of the EEA.
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