An Examination of Entrepreneurial Orientation in Production Areas

−The Case Study of the Export of Koshu Wine to the UK −

Abstract

This is an explorative case study of how the attitudinal dimension of Entrepreneurial Orientation (EO) is linked to the behavioral dimension of EO through a case study of entrepreneurial process in exporting Koshu wine to UK market. The study indicates the following two major findings. Firstly, the entrepreneur's attitudinal dimension is linked to behavioral dimension through own company and platform activities. Secondly, the evaluation and reaction of stakeholders will affect the attitudinal dimension. The results suggest that EO is a dynamic process in which attitudinal and behavioral dimensions of EO create new interaction with stakeholders both inside and outside the region.