STRATEGIC FAMILY WINERY BRAND LAUNCH IN THE VUCA (VOLATILITY, UNCERTAINTY, COMPLEXITY, AMBIGUITY) MARKET: THREE CASE STUDIES FROM SERBIAN MARKET

Ivan Paunovic; Tatjana Mamula

doi:10.5937/jpmnt11-44579

Ivan Paunovic Bonn-Rhein-Sieg University of Applied Sciences, CENTIM (Center for Entrepreneurship, Innovation and SMEs), Rheinbach, Germany
Tatjana Mamula Faculty of Management, Metropolitan University, Belgrade, Serbia

DOI: https://doi.org/10.5937/jpmnt11-44579

Ključne reči: вински бизнис, нови производ, маркетинг вина, брендирање, породични бизнис, вишеструке студије случаја

Sažetak

Сврха ове студије је да се прошире досадашња истраживања о иновирању бренда откривањем процеса брендирања у породичним винаријама, нарочито из перспективе лансирања новог производа у ВУКА (волатилност, несигурност, комплексност, вишезначност) тржишном окружењу на случају три српске винарије. Студија примењује квалитативно оријентисан и емпиријски приступ у представљању вишеструке студије случаја. Обављена су три полуструктурисана телефонска интервјуа са власницима и/или менаџерима у ове три винарије. Резултати показују да све три породичне винарије нуде врхунски производ за домаће тржиште, при чему мања винарија и даље експериментише са стратешким правцем иновација за тржиште врхунских вина, док две веће стављају фокус или на аутохтоне сорте грожђа са визуелно атрактивним етикетама или на аутентични идентитет бренда са снажним приповедањем (сторителинг). Још један важан аспект идентификован је фругална природа лансирања производа у породичним винаријама због ограничених ресурса. Рад представља једну од само неколико студија о развоју нових производа у литератури о винском бизнису.

Biografija autora

Ivan Paunovic, Bonn-Rhein-Sieg University of Applied Sciences, CENTIM (Center for Entrepreneurship, Innovation and SMEs), Rheinbach, Germany

Student doktorskih studija na smeru Menadžement u Turizmu

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