Abstract
AbstractThe wine industry includes cooperatives and independent winegrowers. This article investigates cooperative membership's motivations and barriers based on a study conducted in the Chablis area (France). Individualistic goals prevail for winegrowers, but cooperative members also assign importance to shared values and their opinion differs significantly from that of the independent winegrowers. For independent winegrowers, the loss of entrepreneurial freedom represents the more substantial membership barrier. Findings might help managers of winemaking cooperatives identify actions to develop and retain their membership. They also provide insights to winegrowers on the advantages and drawbacks of independent and cooperative entrepreneurship.
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