Business Creation From Theory To Practice Case Study On A Wine Merchant Company Creation

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Business creation: from theory
to practice
Case study on a wine merchant company creation process
Master’s thesis within Business Administration
Author: Joanna Lamacz & Guillaume Gerchenzon
Tutor: Leona Achtenhagen
Jn!ping August "#$"
Master’s Thesis in Business Administration
Title: Business Creation: %rom theory to practice
Case study on a wine merchant company creation process
Author: Joanna Lamacz & Guillaume Gerchenzon
Tutor: Leona Achtenhagen
&ate: '"#$"(#)(*$+
,u-.ect terms: Business creation process & Entrepreneurship
Abstract
There has -een not so much written/ as 0ar as we researched/ a-out the -usiness creation pro(
cess on the theoretical and practical -asis together1 2hile reading this thesis/ readers will -e
ac!nowledged more a-out the main steps o0 the -usiness creation process that 2ine 3ssence
0ollowed during its esta-lishment1 2ith this research we tried to -uild an understanding on the
topic with a special 0ocus to the role o0 practice in the process1 Three 2ine 3ssence owners
were inter4iewed1 The inter4iews were semi(structured so that the 0actors we were loo!ing 0or
could -e e5plored1 The 0actors that were identi0ied were a0terwards 0urther analyzed/ together
with the help o0 new gathered theory1 6n other words an a-ducti4e approach was used1 2e
hope this research is pro0ita-le 0or companies or indi4iduals who re7uire rele4ant !nowledge
on this su-.ect1 6t is also -ene0icial 0or researchers and students who are interested in -usiness
creation strategy in wine industry1 Additionally we intend to pro4ide some use0ul in0ormation
to persons who are concerned a-out %rench wine mar!et1 2e -elie4e these 0indings to -e
4alua-le to encourage more research on the topic1
Table of Contents
1 Introduction........................................................................................4
$1$ 8ro-lem statement 11111111111111111111111111111111111111111111111111111111111111111111111119
$1" 8urpose 1111111111111111111111111111111111111111111111111111111111111111111111111111111111111111119
$1* %rame o0 :e0erence 11111111111111111111111111111111111111111111111111111111111111111111111;
$1< Method 111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111)
$1= Collection o0 data11111111111111111111111111111111111111111111111111111111111111111111111111$#
2 ine Essence Case !tudy"""""""""""""""".12
"1$ The %rench 2ine Mar!et>>>>>>>>>>>>>>>1$"
"1" Bordeau5 2ine Mar!et>>>>>>>>>>>>>>>>$<
"1* 8resentation o0 2ine 3ssence>>>>>>>>>>>>>11"#
# $iterature %e&ie'""""""""""""""""""......2#
*1$ 35planation o0 -usiness creation process and entrepreneurship111"*
*1" :ecognizing opportunities and generating idea>>>>>>>"=
*1"1$ Case study1 :ecognizing opportunities and generating idea>1"9
*1* %easi-ility analysis>>>>>>>>>>>>>>>>>>";
*1*1$ Case study1 %easi-ility analysis>>>>>>>>>>>>1*#
*1< 6ndustry/ mar!et and competitor analysis>>>>>>>>>1*$
*1>>111*<
*1= &e4eloping an e00ecti4e -usiness model>>>>>>>>>111*=
*1=1$ Case study1 &e4eloping an e00ecti4e -usiness model>>>>1*;
4. Analyses"""""""""""""""""""""""..#(
>>>>>>>>>>>>11*)
>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>$"
-i.ure 2: %rance wine consumption/ %ranceAgriMer/ "#$#>>111111$*
-i.ure #: Bordeau5 wines mar!et/ %rench customs "#$#>>>>11$=
-i.ure 4: 2ine 3ssence Logo>>>>>>>>>>>>>>>"#
-i.ure ): A 0ramewor! 0or descri-ing new 4enture creation>>>1"<
$ist of Tables
Table 1: Main destination o0 Bordeau5 wine e5portation/ %rench customs/
"#$#>>>>>>>>>>>>>>>>>>>>>>>>>11$;
*
1 Introduction
6n a world o0 glo-alization and international trade/ there were nearly "#1@ million -usi(
nesses operating in the non(0inancial -usiness economy in the 3uropean Anion B3AC in
"##)1 The o4erwhelming ma.ority o0 these companies were ,M3s B@@1)DC and employed
0ewer than "=# people B,chmiemann/ "##)C1 The a4erage o0 the employment rate was
 

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