AbstractsBusiness Management & Administration

Carter Cellars: a case study

by Zachary Crowe

Institution: Humboldt State University
Year: 2014
Keywords: Start up winery; Entrepreneurship; Napa Valley wineries; Wine industry; Carter Cellars; Complimentary businesses partnerships
Record ID: 2042960
Full text PDF: http://hdl.handle.net/10211.3/123932


In this case study, the researcher traces the entrepreneurial spirit of Mark Carter which led him to the wine industry where he gained world-wide recognition before ever producing a single bottle of wine. It reveals how Carter???s different business pursuits played an integral role in creating both Carter Cellars and Envy Wines. The study investigates how Mark Carter was able to create a successful business in a competitive industry through unconventional means and unusual pathways. Not only does the case study portray the story and success of Mark Carter but it also focuses on how other entrepreneurs might be able to use these strategies and make them applicable to other business sectors, interests, and pursuits.