This year, the annual conference of the American Association of Wine Economists took place at the EHL Hospitality Business School in Lausanne. Over the course of a week, leading researchers in the field of wine economics exchanged ideas on current topics. The latest studies and findings were presented during various sessions.

Among the attendees was University of Liechtenstein alumnus Marco Lauber, who represented the University of Liechtenstein at the event. In Lausanne, he presented the results of his master's thesis, which he completed during his Master's program in Entrepreneurship & Management at the University of Liechtenstein. In his research, Marco explored how small and medium-sized wineries (SMEs) in Switzerland apply entrepreneurial marketing. He was supported by his supervisor Dr. Stefan Wilhelm from the University of Liechtenstein and Prof. Dr. Stefan Güldenberg from EHL.

Together, they developed the academic paper titled "Entrepreneurial Marketing 2.0 within the Swiss Wine Industry". Marco presented this work at the conference in Lausanne. The study revealed that many wineries in Switzerland often apply entrepreneurial marketing unconsciously in order to conduct effective marketing despite limited resources. Furthermore, the study found that entrepreneurial marketing could generally be a promising marketing strategy for small wineries worldwide.