COMMUNICATION EFFECTIVENESS AS A DETERMINANT OF COMPETITIVENESS IN WINERIES: EVIDENCE FROM BULGARIA

ABSTRACT The wine industry remains one of the few agricultural sectors capable of offering products with high added value in contemporary markets. In recent years, the wine market has been characterized as dynamic and highly competitive, not only in terms of price but also in terms of product quality. Consumers have become increasingly discerning, exhibiting heightened expectations regarding wine quality. They are more informed about the characteristics, advantages, and disadvantages of various wine types, which necessitates that wineries and wine-producing enterprises place greater emphasis on effective communication with their customers. The primary objective of this study is to identify and analyze the main factors influencing communication effectiveness and to examine their relationship with the competitiveness achieved by wine-growing enterprises. This study provides empirical evidence that communication processes are a critical factor in enhancing the competitiveness of wine-growing enterprises. The strategic management of both internal and external communications has a direct and measurable impact