Purpose

The purpose of this study is to discuss the opportunities for and challenges faced in the development of a wine sector in a nascent wine country, as well as the necessary requirements for the creation of sustainable competitive advantages (SCA), using Sweden as an example.

Design/methodology/approach

Content analysis of previous research based on secondary data; a SWOT analysis of the wine sector in the nascent wine country, Sweden, is provided in connection with a conceptual framework for SCAs.

Findings

In a nascent wine country such as Sweden, factors such as climate or technical issues regarding wine production are important factors in respect of SCA, but in themselves, do not present insurmountable obstacles to their creation. In reality, structural challenges such as the alcohol monopoly in the retail market, various other legal regulations and restrictions, the lack of marketing and promotion capabilities, limited viticulture knowledge and limited experience of cooperation with the local enterprise are all far more problematic in that they lead to relatively limited demand for Swedish wine. In this context, a marketing management approach becomes a key factor in changing attitudes and approaches. Clearly, it is important to provide potential markets and consumers with relevant marketing information about the nascent wine country and its products.

Originality/value

Previous research generally focused on the SCA in the established wine countries; the focus of this study is on the SCA in a nascent wine country, a country without any tradition of commercial wine production. This study contributes to the discussion of a new conceptual framework for understanding SCA in the context of nascent wine countries. Furthermore, it suggests that the remaining state alcohol retail monopoly in Sweden provides not only challenges but also opportunities for the development of the wine sector. These findings are valid not only for Sweden but also for other nascent wine countries.

中文翻译：

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新兴葡萄酒国家的可持续竞争优势：瑞典南部的一个例子

目的

本研究的目的是以瑞典为例，讨论在一个新兴的葡萄酒国家发展葡萄酒行业所面临的机遇和挑战，以及创造可持续竞争优势 (SCA) 的必要要求。

设计/方法/方法

基于二手数据的前期研究内容分析；结合 SCA 的概念框架，提供了对新兴葡萄酒国家瑞典的葡萄酒行业的 SWOT 分析。

发现

在瑞典这样一个新兴的葡萄酒国家，气候或葡萄酒生产技术问题等因素是 SCA 的重要因素，但它们本身并不构成不可逾越的障碍。在现实中，酒类零售市场垄断、其他各种法律法规和限制、营销推广能力不足、葡萄栽培知识有限、与当地企业合作经验有限等结构性挑战，问题都大得多。导致对瑞典葡萄酒的需求相对有限。在这种情况下，营销管理方法成为改变态度和方法的关键因素。清楚地，

原创性/价值

以前的研究通常集中在成熟的葡萄酒国家的 SCA；本研究的重点是新兴葡萄酒国家的 SCA，该国家没有任何商业葡萄酒生产传统。本研究有助于讨论在新兴葡萄酒国家背景下理解 SCA 的新概念框架。此外，这表明瑞典剩余的国有酒类零售垄断企业不仅为葡萄酒行业的发展提供了挑战，也提供了机遇。这些发现不仅适用于瑞典，也适用于其他新兴的葡萄酒国家。