Being market oriented and entrepreneurial oriented in parallel is a potential remedy for small businesses engaged in saturated markets with high competition where products and services are easily replaceable and product variety is immense. Despite this relevance there is still a lack of knowledge on how small business managers can manage market orientation and entrepreneurial orientation in parallel to differentiate their offerings. This is especially prevalent in highly competitive environments. We investigate how market orientation and entrepreneurial orientation interact in saturated markets by concentrating on industries characterized by serious competition drawing on the example of the wine industry in Switzerland. Several contributions to extant literature are made.