With newer Wine versions (tested with Wine 1.7.38), you can run a Linux program from within Wine in the following way (here to launch gedit, as an example):
wineconsole cmd
...and from that wine console:
start /unix /usr/bin/gedit
If you want to launch a Linux program directly from within a Windows-application, the following line did work for me:
cmd /c start /unix /usr/bin/gedit
To test this, you can call directly on your Linux console this:
wine cmd /c start /unix /usr/bin/gedit
One important thing to Note: the program you want to start needs to have the executable bit set, otherwise calling it from Wine will fail!
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