Purpose

The two major entrepreneurial motivations of being “pushed” or “pulled” to start a business have been frequently explored in the entrepreneurship literature. In the global wine industry, thousands of small entrepreneurial wine businesses are flourishing, but few have been started by Black entrepreneurs. What is missing from the research is an exploration of the motivations of these entrepreneurs and what the industry can do to encourage the entrance of more minority entrepreneurs. The purpose of this study is to apply push–pull theory to better understand the motivations and challenges of what prompts Black entrepreneurs to start and succeed in the wine industry.

Design/methodology/approach

This exploratory study uses a qualitative methodology of 42 in-depth interviews with US Black winemakers, retailers, and other wine business owners conducted over Zoom. The data were analyzed using Otter software and a thematic coding process for 2,120 pages of rich text.

Findings

Findings included 12 motivation themes and 12 challenges for Black wine entrepreneurs, with more emphasis on “push” versus “pull” motivation factors. Many of these entrepreneurs were “pushed” to participate in the industry to create a more inclusive space for Black wine consumers and to create opportunities for other Black professionals and minorities in the industry. Managerial implications include solutions for more inclusive marketing and workplace culture.

Originality/value

This study contributes to push–pull theory by offering a unique perspective on the motivations of Black wine entrepreneurs, as well as being the first study, to the best of the authors’ knowledge, to focus on this issue.

中文翻译：

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使用创业推拉理论检验黑葡萄酒企业家的动机和挑战

目的

创业文献中经常探讨“推”或“拉”创业这两种主要的创业动机。在全球葡萄酒行业，数以千计的小型葡萄酒创业企业蓬勃发展，但很少有黑人企业家创办的。研究中缺少的是对这些企业家的动机以及行业可以采取哪些措施来鼓励更多少数族裔企业家进入的探索。本研究的目的是应用推拉理论来更好地理解促使黑人企业家在葡萄酒行业起步并取得成功的动机和挑战。

设计/方法论/途径

这项探索性研究采用定性方法，通过 Zoom 对美国黑人酿酒师、零售商和其他葡萄酒企业主进行了 42 次深度访谈。使用 Otter 软件和 2,120 页富文本的主题编码过程对数据进行分析。

发现

调查结果包括黑葡萄酒企业家的 12 个动机主题和 12 个挑战，更强调“推”动机因素与“拉”动机因素。其中许多企业家被“推动”参与该行业，为黑葡萄酒消费者创造更具包容性的空间，并为该行业的其他黑人专业人士和少数族裔创造机会。管理影响包括更具包容性的营销和工作场所文化的解决方案。

原创性/价值

这项研究通过提供关于黑葡萄酒企业家动机的独特视角，为推拉理论做出了贡献，并且据作者所知，这是第一项关注这一问题的研究。