Winery diversification options for Native American tribal enterprises

Purpose This study examined the perceptions of tribal members regarding strengths, challenges and opportunities presented by winery operation. Issues business diversification, marketing, perceived barriers to success, potential benefits tribe role agriculture in preservation heritage were considered. Design/methodology/approach A modified mixed-methods exploratory sequential research model was used collect organize data two studies. In Study 1 quantitative inform development 2 which included a qualitative interview protocol. Qualitative interviews followed elaborate on various aspects each these areas consideration. Findings Results indicate that there is neutral positive opinion wineries any venture would have be carefully thought out terms marketing preserving heritage. Practical implications provided operation can future practices. Originality/value The results this provide framework for consideration strengths