Acta Univ. Agric. Silvic. Mendelianae Brun. 2012, 60, 293-298
Published online 2013-10-03

Increasing competitiveness of wine producers in strategic alliances VOC

Martin Prokeš1, Pavel Tomšík2

1Ústav marketingu a obchodu, Mendelova univerzita v Brně, Zemědělská 1, 613 00 Brno, Česká republika
2Ústav managementu, Mendelova univerzita v Brně, Zemědělská 1, 613 00 Brno, Česká republika

The paper describes the main reasons for the formation of new regional association of wineries, based on a different origin for wines in the wine region of Moravia in the southeast part of the Czech Republic. This research aim is to create a plan for new development of such strategic alliances on the basis of results of localization factors. There coefficient of localization is used for identification of cluster. Results are compared with already operating on associations for the appellation in Austria DAC. They were traced changes in consumer preferences in the Czech wine market. Consumers are placing more emphasis on the selection of wine on its descent from a particular area, growing community and the individual grower. This paper specifically introduces new associations for appellation system VOC. This alliance is described in the context of the establishment, operation, development and expansion, respectively the possibility of involvement of additional organizations suppliers and research institutions. The application of the results of research was a plan for the establishment of new alliance VOC Modré Hory, where are associated 30 wine producers of wine in 5 villages around the center Velké Pavlovice. Based on the experience of newly emerging VOC system of appellations was setting up a plan of formation association with the proposed methodological approach. Open cooperation between associations VOC appellation and other entities involving suppliers, customers, research institutions and universities has the possibility of creating an institutionalized wine cluster. The plan to create a wine cluster was proposed to establish cooperation between the newly emerging associations of VOC at three sub-regions of South Moravia, in order to achieve competitive advantage.


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