THE IMPACT OF STRATEGIC MANAGEMENT ON THE COMPETITIVE ADVANTAGE OF BUSINESS: A CASE OF THE WINE INDUSTRY

Abstract

The purpose of this research is to analyze the effect of strategic management on the competitive advantage of business. To answer this question, we interview the general managers of the three largest wine producers in Kosovo, as these companies account for over 70 percent of wine sales in Kosovo. The primary data were collected for the purpose of this research by targeting the top management directly, whereby three qualitative formal interviews took place during which the data were gathered. Two types of data were generated: fieldwork notes collected while being shown around the company premises, as well as detailed notes taken during the interviews based on interviewee observations. All three interviews were audio recorded and then transcripts, were made for later analysis, including coding in NVivo. Our results show a relevant and meaningful impact of strategic management on the competitive advantage in the wine industry sector. It is considered that the results of this work will provide a valuable contribution to the wine industry to understand the importance of the work on strategies and their competitive advantages as the main part of the wine industry, as well as the benefits that they can have and that can be included in the expansion of the international market, marketing, etc.