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

Elissaveta Zaharieva, Matthew Gorton and John Lingard

Post-Communist Economies, 2004, vol. 16, issue 2, 229-243

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.

Date: 2004
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DOI: 10.1080/1463137042000223903

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