Entrepreneurial process- driving cooperation. An analysis of the new wine producers in Sannio

According to the integration of strategic management and entrepreneurship studies proposed by many scholars, this article illustrates some results from an exploratory empirical study carried out on new wine producers in Sannio, a rural area of Campania. The aim of this study is to analyze the role of entrepreneurs'networks in the establishment process. We have tested three impacts within a logistic regression framework: the impact of network orientation on market extension, the impact of market extension on marketing mix tools (particularly, promotion and distribution) and, finally, the impact of typical productions on network orientation. Results indicate that network orientation leads to wider markets, that companies which operate on national scale use nationwide media to promote their products and image, and finally that the production of typical goods does not lead to a stronger network-orientation. The research presents some interesting managerial and policy implications, but it has several limitations. The main limitation is that it refers to new wine producers in Sannio, a specific rural area. Therefore, in future it is necessary to extend the analysis to other regional areas.