Vesela Serafimova



In the theory, there are different paradigms that determine the nature of the corporate image, as well as the processes of its building, enforcement and management. Corporate image is one of the important factors for improving the competitiveness of enterprises. The structure of the corporate image is generally made up of the internal and the external image of the organization. The aim of the article is to study and analyze the corporate image of Bulgarian wine producers (in the top 20 according to the ranking of DiVino.bg) as a factor in increasing competitiveness.


Keywords: corporate image; competitive advantage; wine producers

JEL Codes: M14, M21, L52


Bozkurt, M. (2018). Corporate Image, Brand and Reputation Concepts and Their Importance for Tourism Establishments. International Journal of Contemporary Tourism Research, 2, 60-66. 10.30625/ijctr.461064.

Davies, G. et al., (2003). Corporate Reputation and Competitiveness. London: Routledge.

Dimitrova, G. (2021). Competitive Advantages of the Bulgarian Wine Sector. SHS Web of Conferences. 120. 03008. 10.1051/shsconf/202112003008.

Filipova, M. (2015). The image of the leaders as formed in the perception of followers. Entrepreneurship, Vol: 1, 2015, 5-15.

Gatewood, R. et al. (1993). Corporate Image, Recruitment Image, and Initial Job Choice Decisions. The Academy of Management Journal, 36, 414-427. 10.2307/256530.

Kyurova, V. (2013). The image as a source of competitive advantage in hotel business, Entrepreneurship, Vol. 1, Issue 1&2, 70-76.

Stuart, H. (1999). The Effect of Organizational Structure on Corporate Identity Management. Corporate Reputation Review, 2, 151-164. 10.1057/palgrave.crr.1540075.

Tandoh, I. (2020). Public Relations and Public Relations and corporate image corporate image.

Vasileva, A. et al. (2014). International Competitiveness of Export-Oriented Industries in Bulgaria. Chinese Business Review, ISSN 1537-1506, Vol. 13, No. 1, 1-18.

Yaneva, D., & Serafimova, V. (2020) Increasing corporate image by the employment of disabled people. Revista Inclusiones, Vol: 7, num Especial, 170-179.

The Top 10 Wineries in the World, https://www.28degreescard.com.au/travel-inspiration/the-top-10-wineries-in-the-world.html, 12.09.2021.

Тhe Assessment and Rating of Wine Producers in Bulgaria, https://divino.bg/vino/reitingi-i-ocenki, last vis. 12.10.2021.

Тhe Annual Financial Statements of the winemakers published in the Commercial Register, https://portal.registryagency.bg/CR/Reports/ActiveCondition

Full text: PDF (English)

To cite this article: SERAFIMOVA V. (2021). The corporate image of wine producers in Bulgaria as a competitive advantage. Entrepreneurship, 9 (2), 88-99 DOI: 10.37708/ep.swu.v9i2.7