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.

中文翻译：

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葡萄酒行业的企业家女性：新兴经济体的一项研究

目的

这项研究的目的是调查与新兴经济体的葡萄酒行业有关的女性，包括她们的旅程，在该行业中的感知进步，她们的影响以及适应该行业所需的特征。由于其在本研究中具有重要意义，因此将采用社会认知理论（SCT）。

设计/方法/方法

在三个不同的南美葡萄酒产区与15位女性酒庄所有者和经理进行了面对面，深入的现场采访。

发现

尽管总体参与者认识到女性在葡萄酒行业工作的持续障碍，但他们也承认女性机会的增加，这导致了女性角色的增强。重要的是，通过在酿酒过程中练习细微处事时注重细节，在服务相遇中体现出敏锐度，这是其与众不同的关键特征。此外，当参与者反思自己的旅程以及未来的女性进入者如何成功适应葡萄酒业时，SCT的基本宗旨，特别是自我效能感就变得显而易见。

创意/价值

该研究借鉴了SCT的基础，研究了一个研究不足的领域，特别是新兴经济体的葡萄酒行业中企业家女性的旅程。除了收集的有关这种经历的经验证据外，提议的框架还扩展了SCT，从而突出了自我效能感的作用，自我效能感是增强女性在葡萄酒行业的影响力和参与度的决定性因素。这种存在与妇女在行业中的进步和历程密切相关，在那里，决心有助于她们的适应，学习和知识积累，对她们的未来以及其他女性进入者的未来产生重要影响。