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Lynmar Estate's Anisya Fritz To Kick Off Sonoma State Winter Wine Entrepreneurship Program

Submitted By: Lewis Perdue, December 19, 2011


Sonoma County, Ca. (December 20) – Beginning February 2, 2012 Wine Entrepreneurship will commence its weekly meetings, covering a broad array of topics focused on creating and managing businesses in the wine industry. Seasoned professor Anisya Thomas Fritz, who has taught strategic management and entrepreneurship at other well-known universities, brings her first-hand experience of running the operations at Lynmar Estate to the students of the Wine Business Institute at Sonoma State University.

“The wine industry is at a very interesting phase in its evolution, and the skills of managing people and resources are becoming more critical to survival and success. Yet, because this industry sits at the nexus of agriculture, the management of cash and marketing, and has rigorous regulatory compliance requirements, there are nuances that are important to understand,” Anisya explains.

The course will focus on the creation of a plan for a new business in the wine industry and the process and method for building a model for a successful venture. The emphasis will be on developing critical thinking and problem solving skills that can be used in any business context. Topics covered will include an assessment of the competitive landscape, models of profitability, financial and regulatory frameworks, distribution and wholesale versus direct-to-consumer sales and the elements of a successful brand. Well known industry guest speakers will include:

* Honore Comfort, Executive Director, Sonoma County Vintners
* Tammy Boatright, President, Ving Direct
* Clayton Fritz, President, Fritz Winery
* Charles and Diana Karren, Proprietors, Terra De Promisso
* Ken Freeman, Proprietor, Freeman Winery

About Anisya Thomas Fritz, Ph.D.

Anisya Thomas Fritz, Ph.D., is a Proprietor of Lynmar Estate, a family-owned producer of ultra-premium Pinot Noir and Chardonnay, where she serves as the Director of Marketing and Consumer Sales.

The author of numerous articles on competitive strategy, international entrepreneurship, and humanitarian relief, Dr. Fritz has published in leading journals such as the Harvard Business Review, Strategic Management Journal, and the Journal of International Business Studies. She has an extensive consulting and executive education background and has worked with a diverse array of international companies from Autocampo in Finland to Carnival Cruise Lines and the Disney Corporation.

Previously, Dr. Fritz was the managing director of Fritz Institute, a not-for-profit organization that works on improving the system of humanitarian aid and disaster relief around the world ( In that capacity she worked with major disaster relief organizations such as the International Federation of Red Cross and Red Crescent Societies, The World Food Program and UNICEF developing research, training and technology to increase the timeliness and appropriateness of relief supplies after major disasters such as the South Asian Tsunami. She was also a co-founder of Lynnco Supply Chain Solutions ( where she is currently the CEO and Chairman of the Board.

Prior to that Dr. Fritz was associate professor at Florida International University in Miami and a Visiting Professor at the Stockholm School of Economics in Stockholm, Sweden. She received her B.A. at Loyola College in Maryland and her M.S. and Ph.D. at Virginia Tech in Blacksburg, Virginia.

To learn more about the program, or keep abreast of future online programs from the Wine Business Institute, visit Sonoma State online (

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For more information, contact:

Shalyn Eyer, 707-664-2260,

About Sonoma State University’s Wine Business Institute:

Sonoma State University’s Wine Business Institute is located in the heart of California wine country and was created through a public-private partnership between the university and the wine industry. Founded in 1995, it is the first program in the United States to offer undergraduate and graduate degrees focused exclusively on the business aspects of the wine industry. In addition to its academic programs, the Wine Business Institute offers an array of professional development courses for the industry. Its faculty members are published experts, active researchers, and requested presenters on pressing industry topics. The Wine Business Institute operates within Sonoma State’s School of Business and Economics, a fully accredited AACSB institution.


Ray Johnson


Sonoma State University’s Wine Business Institute