Marketing approaches for small scale organic wine producers in Slovenia: proposing the DODS cluster model

This inductive grounded theory study resulted in a new clustering model based on interpretations of in-depth interview and observational data from ten small- scale organic wineries in Slovenia. The growing organic Slovenian wine sector is facing significant international marketing challenges and is part of an important industry for the regional economy. Application of extant clustering literature seemed questionable. Deeper insights into how clustering actually occurred was needed to determine the usefulness of alternative models. The emergent model consists of two content domains driving marketing strategies, each with eight dimensions, (1) the nature of clustering, and (2) leaders’ mental orientations.