Thanks to its moderate climate, favourable geographical location and soil diversity, as well as long-standing culture and tradition, the Republic of Croatia has great potential for developing as a wine-producing country. Unfortunately, there is only a small number of wine producers that are known in the world and in Europe. A prerequisite for positioning on the domestic as well as European and global markets is the development of a joint marketing strategy that would include and unite the various elements of all Croatian wine regions (Slavonia and the Croatian Danube region, Croatian Uplands, Istria and the Croatian Littoral, and Dalmatia). This paper presents theoretical knowledge related to this topic and its aim is to present the results of a year-long online study entitled ‘Market Orientation and Entrepreneurial Effect in Small Wine Producers in Croatia’ in order to gain better insight into the current state. The paper presents results based on a sample of 49 Croatian wine producers, clearly showing inequalities among the wine regions of Croatia, which make it more difficult to develop a unique nationwide marketing strategy and at the same time confirms the hypothesis that it is necessary to reduce differences between the regions in order to successfully develop a nationwide marketing strategy. Croatian wine producers, as well as most of the world’s wine producers, are still product-oriented, and the lack of results on the international market can be explained by insufficient marketing activity by wine producers and a lack of orientation towards the customer and customer satisfaction.