Strategy and Sustainable Development of a Mid-Size Winery over 20-30 Years: The Case of Aratashen Winery
Overview
This thesis proposal develops a strategic model for sustainable growth of Aratashen Winery, an Armenian family-owned business, over a 20-30 year horizon. The study integrates geographical indication theory, sustainability strategy, and wine tourism research to examine how the winery can build competitive advantage through origin-based positioning, PGI/PDO certification readiness, channel diversification, and integrated wine tourism.
What this case study covers
- Background and context of global wine industry transformation
- Problem statement and research questions addressing Armenian wine sector opportunities
- Literature review covering geographical indications, sustainability, wine tourism, and SME strategy
- Case study methodology with semi-structured interviews and secondary data analysis
- Research timeline and expected outcomes for strategic roadmap development
Preview
University of Business and Society Ludwigshafen
Department of Marketing and Human Resources Management
Weincampus Neustadt
Master of Business Administration
Wine, Sustainability & Sales
Scientific paper
Module:
xxx
Title:
Strategy and Sustainable Development of a Mid-Size Winery over 20-30 Years: The Case of Aratashen Winery
Submitted by: Full Name
Lecturer: Full Name
Submission date: xx.xx.xxxx
MBA Wine, Sustainability & Sales
Academic Integrity Statement
I, [First Name Last Name], hereby declare that this thesis is the result of my own independent work. I have cited all sources and references used in accordance with academic requirements. Any ideas, data, or passages taken from other works, whether quoted directly or paraphrased, have been clearly acknowledged.
I have used artificial intelligence tools only as supplementary aids for language refinement, structuring, and editing, in line with general academic practices. I take full responsibility for the final content, analysis, and quality of this work. This thesis has not been submitted previously in the same or similar form to any examination board.
I am aware that any breach of academic integrity will be subject to appropriate penalties.
________________________ __________________________
Place, Date Signature Student
Abstract
The Armenian wine industry is undergoing significant transformation, characterized by rapid export growth, the emergence of institutionalized quality frameworks, and renewed interest in indigenous grape varieties. This study develops an evidence-based strategic model for the sustainable growth of a mid-sized winery over a 20 to 30-year horizon, using Aratashen Winery as a case study.