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An evaluation of marketing practices and market orientation in the Bulgarian wine industry

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  • Elissaveta Zaharieva
  • Matthew Gorton
  • John Lingard

Abstract

Case study analysis reveals that a production orientation rather than a market focus predominantly guides the Bulgarian wine industry. Market orientation has not as yet been effectively implemented owing to internal inertia, ignorance, ambiguous ownership structures and grape procurement problems. Whilst a minority of wineries has become market-oriented, overall the industry has been unable to deliver wines of sufficient and consistent quality, leading to a weakening of the generic Bulgaria brand and a falling share of international wine markets. Most exporters compete in low price categories without a sustainable cost advantage, generating low mark-ups and thus limiting resources for differentiation. Wineries need to develop better collaborative relations with their overseas agents and quality management systems and improve the generation of, and responsiveness to, market intelligence.

Suggested Citation

  • Elissaveta Zaharieva & Matthew Gorton & John Lingard, 2004. "An evaluation of marketing practices and market orientation in the Bulgarian wine industry," Post-Communist Economies, Taylor & Francis Journals, vol. 16(2), pages 229-243.
    • Handle: RePEc:taf:pocoec:v:16:y:2004:i:2:p:229-243
    DOI: 10.1080/1463137042000223903
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    References listed on IDEAS

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    1. Kym Anderson & David Norman & Glyn Wittwer, 2019. "Globalisation of the World’s Wine Markets," World Scientific Book Chapters, in: Kym Anderson (ed.), The International Economics of Wine, chapter 2, pages 27-50, World Scientific Publishing Co. Pte. Ltd..
    2. Gordon E. Greenley, 1995. "Forms Of Market Orientation In Uk Companies," Journal of Management Studies, Wiley Blackwell, vol. 32(1), pages 47-66, January.
    3. Emil Erjavec & Matthew Gorton & Ales Kuhar & Vesna Valant, 1999. "Firm Level Restructuring in the Slovenian Food Industry," Post-Communist Economies, Taylor & Francis Journals, vol. 11(4), pages 519-539.
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    1. Adams, Pamela & Bodas Freitas, Isabel Maria & Fontana, Roberto, 2019. "Strategic orientation, innovation performance and the moderating influence of marketing management," Journal of Business Research, Elsevier, vol. 97(C), pages 129-140.
    2. International Monetary Fund, 2008. "Republic of Moldova: Selected Issues," IMF Staff Country Reports 2008/134, International Monetary Fund.

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