16. Valuation of factors, which are drivers of competitiveness in wine industry

Author: Petar Borisov, Teodor Radev

DOI: n/a


Modern business organizations develop their activities in a business environment that is heavily influenced by the major political, social and technological changes that define it as a complex, uncertain, and dynamic. This requires businesses to be sustainable and competitive. The aim of this research is to identify the main factors determining the competitiveness of wine businesses. As major factors which determine the competitive ability of wine producers are the size of enterprises expressed by available assets and equity and implemented marketing activities. Through empirical study shows that the competitiveness of wine producers in the market of wine is determined mainly by investments in innovations, market segmentation, development of specific marketing mix, development of marketing system.