Abstract
PurposeThis study examined the perceptions of tribal members regarding the strengths, challenges and opportunities presented by tribal winery operation. Issues of business diversification, marketing, perceived barriers to success, potential benefits to the tribe and the role of agriculture in the preservation of tribal heritage were considered.Design/methodology/approachA modified mixed-methods exploratory sequential research model was used to collect and organize data in two studies. In Study 1 quantitative data was used to inform the development of Study 2 which included a qualitative interview protocol. Qualitative interviews followed to elaborate on the various aspects of each of these areas of consideration.FindingsResults indicate that there is neutral to positive opinion on tribal wineries and that any venture would have to be carefully thought out in terms of marketing and preserving tribal heritage.Practical implicationsThis research examined the potential strengths, challenges and opportunities provided by tribal winery operation that can be used to inform future business practices.Originality/valueThe results of this research provide a framework for consideration of the potential strengths and opportunities provided by tribal winery operation.
Highlights
Wine and the wine business have predated written records and possibly even farther beyond modern archaeology
It should be noted that while California is the top producing wine state in the United States and has the largest population of Native Americans (US Census Bureau, 2020) the largest participant response rate came from the state of Oklahoma
Oklahoma has the second largest Native American population in the United States (US Census Bureau, 2020). This largest response rate from Oklahoma can be attributed to the fact that Oklahoma has approximately 533,348 people who identify solely as Native American, which accounts for 13.5% of the population of the state of Oklahoma as opposed to the 799,889 people who identify solely as Native American in the state of California, accounting for only 2% of their population (US Census Bureau, 2020)
Summary
Wine and the wine business have predated written records and possibly even farther beyond modern archaeology. Wine has been an integral component of civilization for thousands of years and has developed into a beverage conveying significant social symbols – from celebration to piety, destitution to extraordinary luxury (Barber et al, 2008). Used as a beverage, religious reasons and trade to form alliances and sustain political power (Orth et al, 2007; Barber et al, 2008) small vintners by the hundreds of thousands grow grapes to make wine to sell to wine drinkers close to their vineyards as well as worldwide. Rooted in production agriculture, the wine business has become more commercial and global in the last decades (Orth et al, 2007), wine is no longer the esoteric beverage consumed by small numbers of aficionados, but has become more commercial in its production, marketing and business management contributing to a major shift in the focus of
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