Résumé
This paper investigates the specific strategies applied by the small wine producers from the south of France, contributing to the knowledge of entrepreneurial strategies in a hostile market environment. The specificity of the wine market in the South of France is determined by a specific combination of decline and crisis, which determines significant challenges for small firms. All investigated firms have adopted one, or a combination of the three generic strategies described by Porter. The most preferred option is the combination of differentiation and niche strategy (more than 47% of the responding firms). On the other hand, cost leadership is not considered as a viable option by the majority of investigated firms. 8.6% of the responding firms have adopted a combination of the three generic strategies described by Porter.