| Summary: | The aim of the article is to identify the sources of competitive advantages of wine enterprises through analysis of the business environment and to determine the factors that allow the sustainable development of competitiveness in the sector.
The VRIO – analysis is used to identify the factors that are defined as sources of competitive advantages of wine enterprises. The factors are analyzed, the combination of which leads to the emergence of sustainable competitive advantages in the company in terms of – value, uniqueness, and ability to imitate the main competitors.
The application of the “chi-square analysis” method seeks to assess the interaction of the factors determining the sustainability of the competitive advantages of wine enterprises. Sustainability drivers are companies’ access to finance, innovation and marketing. They have studied 155 wine enterprises from all wine-growing regions of Bulgaria. The total amount of assets owned by them is BGN 904.5 million. In the group of enterprises, 97% own vineyards, which are of productive age.
|
|---|