... entrepreneurial marketing dimensions where accounting for risk is pervasive rather than a stand-alone dimension. Knowledge gained from intense customer focus is used for new product and service innovations. The leveraging of individual and shared resources is another dimension of entrepreneurial marketing...

...Franck Celhay; Juliette Passebois Purpose The purpose of this paper is to study the impact of the level of perceived atypicality in a wine label's design on the consumer's aesthetic appreciation and purchase intent. Furthermore, it intends to highlight the moderating role of perceived risk...

...Sally Harridge‐March; Sarah Quinton Managing potential customers' perception of risk is essential to successful Internet wine retailing. If on‐line providers can minimise risk thus instilling a level of trust, then the initiation of an on‐line purchasing relationship can commence. This paper...

....20). Keown and Casey (1995) illustrate this concept by suggesting that one of the most important intangible features of wine is its ability to be 'a thirst quencher, a deal clincher, an aphrodisiac or an anaesthetic' (p. 17). Risk Aversion Another intangible feature of wine consumption is the notion...