Current Issue
Past Issues
About the Journal
Aims and Scope
Publisher
Editorial Board
Publishing Ethics
Indexing and Archiving
Copyright, Licensing and Access
For Authors
Submission Guidelines
Publication Fees
Peer-review Process
Editorial and Production Processes
Corrections and Retractions
Publishing Ethics
Copyright, Licensing and Access
Contact Us
RESEARCH PAPER
Prospective Industries: An Assessment of the Performance and Competitiveness of Vineyards in Central Poland
1
Institute of Horticultural Sciences, University of Life Sciences, Poland
Submission date: 2025-01-24
Final revision date: 2025-03-31
Acceptance date: 2025-04-25
Publication date: 2026-03-31
Corresponding author
GNPJE 2026;325(1):75-90
KEYWORDS
perspectives of winemaking developmentcompetitiveness of vineyardsvineyards in Polandassessment of vineyards operations
JEL CLASSIFICATION CODES
ABSTRACT
Climate change is affecting agriculture worldwide, enabling wine production in regions previously considered unfavourable. Poland, including its central region encompassing the Łódzkie, Mazowieckie and Świętokrzyskie provinces, is increasingly taking advantage of these conditions. An improved climate favours the establishment of vineyards and strengthens the region’s position within the growing wine industry. The aim of this study was to assess the competitiveness of wineries in central Poland, with a focus on the role of marketing strategies and internal resources in shaping their market position. A qualitative approach was used, based on semi-structured interviews with 10 winery owners and an extended SWOT analysis. This made it possible to identify key strengths and weaknesses, as well as opportunities and threats affecting the industry. The results indicate that wineries are capitalising on local strengths, but face difficulties such as limited distribution channels, poor promotion and changing consumer preferences. Increasing competitiveness requires an expanded distribution network, more effective promotional activities and stronger regional cooperation.
REFERENCES (65)
1.
Balafoutis A., Beck B., Fountas S., Vangeyte J., Wal T., Soto I., Gomez-Barbero M., Barnes A., Eory V. [2017], Precision Agriculture Technologies Positively Contributing to GHC Emission Mitigation, Farm Productivity and Economics, Sustainability, 9 (8).
2.
Barska A., Wojciechowska-Solis J. [2020], E-Consumers and Local Food Products: A perspective for Developing Online Shopping for Local Goods in Poland, Sustainability, 12 (12), https://doi.org/10.3390/su1212....
3.
Battaglene A. [2023], Consumer and regulatory response to climate change-new plant breeding techniques, BIO Web of Conferences, 56.
4.
Bernetti I., Casini L., Marinelli N. [2006], Wine and globalization: changes in the international market structure and the position of Italy, British Food Journal, 108: 306–315, https://doi.org/10.1108/000707....
5.
Beverland M. [2004], Uncovering “the theories-in-use”: Building luxury wine brands, European Journal of Marketing, 38 (3/4): 446–466.
6.
Bosak W. [2013], Opłacalność produkcji wina oraz możliwości rozwoju komercyjnego winiarstwa w Polsce, Polski Instytut Wina i Winorośli.
7.
Bryła P. [2018], Agricultural Enterprises in Poland, Managing Agricultural Enterprises, January: 3–25.
10.
Chrobocińska K. [2021], Comparative Analysis of Regional Competitiveness in Poland from 2010–2019 in the Context of the Concept of Sustainable Development, Sustainability, 13 (6).
11.
Creswell J., Poth. Ch. [2018], Qualitative Inquiry and Research Design: Choosing Among Five Approaches, SAGE Publications, New York.
12.
Gabzdylova B., Raffensperger J., Castka P. [2009], Sustainability in the New Zealand wine industry: Drivers, practices, and performance, Journal of Cleaner Production, 17 (11): 992–998.
13.
Głąbiński Z., Koźmiński D. [2019], Wine tourism as a factor contributing to the local development of rural areas in Poland, Studia Obszarów Wiejskich, 56: 51–64.
14.
Górska K., Nowak P. [2021], Regional branding and its impact on the Polish wine market, Journal of Regional Studies, 15 (2): 45–58.
15.
Grzegorzewska E., Stasiak-Betlejewska R. [2022], Internationalization strategies and instruments of competition – Polish furniture companies on the foreign market, Annals of Warsaw University of Life Sciences SGGW Forestry and Wood Technology, 19.
16.
Guest G., Bunce A., Johnson L. [2006], How many interviews are enough? Field Methods, 18 (1): 59–82.
17.
Hall C. M., Mitchell R. [2000], Wine tourism in the Mediterranean: A tool for restructuring and development, Tourism Management, 21 (2): 149–155.
18.
Helms M. M., Nixon J. [2010], Exploring SWOT analysis – where are we now? Journal of Strategy and Management, 3 (3): 215–251.
19.
Hill T., Westbrook R. [1997], SWOT analysis: It’s time for a product recall, Long Range Planning, 30 (1): 46–52.
20.
Jimenez-Asenjo N., Filipescu D. [2019], Cheers in China! International marketing strategies of Spanish wine exporters, International Business Review, 28: 647–659.
21.
Jones G., Goodrich G. [2008], Influence of climate variability on wine regions, Climate Research, 35 (3): 241–254.
22.
Jones G. V., Jenkins T. [2015], Terroir and vineyard management: Regional challenges and opportunities, Vineyard Journal, 22 (1): 30–47.
23.
Kaczmarek M. [2020], Soil enrichment strategies in Polish viticulture, Agricultural Studies Quarterly, 12 (3): 79–92.
24.
Keller K. [2010], Brand Equity Management in a Multichannel, Multimedia Retail Environment, Journal of Interactive Marketing, 24 (2).
26.
Krasowska M., Pochopień J., Nowak K. [2021], Climate change and its impact on viticulture in Poland: Opportunities and challenges for cool-climate varieties, Journal of Agricultural Meteorology, 75 (3): 112–125.
27.
Krumme K., Melkonyan A. [2019], Research and Innovation Perspectives an Integrated Supply Chains in Sustainable Economy, in: Krumme K., Melkonyan A. (eds.), Innovative Logistics Services and Sustainable Lifestyles: 289–307, Springer, https://doi.org/10.1007/978-3-....
28.
Kunicka-Styczyńska A., Czyżkowska A., Rajkowska K., Wilkowska K., Dziugan P. [2015], The Trends and Prospects of Winemaking in Poland, Grape and Wine Biotechnology.
29.
Leeuwen C., Destrac-Irvine A., Doubernet M., Duchene E., Gowdy M., Marguerit E., Pieri P., Parker A., Resseguier E., Ollat N. [2019], An Update on the Impact of Climate Change in Viticulture and Potential Adaptations, Agronomy, 9 (9): 514, https://doi.org/10.3390/agrono....
30.
Łukiewska, K. [2023], Competitiveness of the Polish agri-food products in the export to the world market, Annals of the Polish Association of Agricultural and Agribusiness Economists, 25 (3): 189–204.
31.
Maciejczak M., Mikciuk J. [2019], Climate change impact on viticulture in Poland, International Journal of Climate Change Strategies and Management, 11 (2): 254–264.
32.
Maciejewska D., Olewnicki D., Gębski J., Roman M., Latocha P. [2024], Consumer preferences in the context of possible organization of enotourism services in central Poland, Scientific Papers of Silesian University of Technology. Organization and Management, 280: 289–310, http://dx.doi.org/10.29119/164....
33.
Maciejewska D., Olewnicki D., Stangierska-Mazurkiewicz D., Tyminski M., Latocha P. [2024], Impact of Climate Change on the Development of Viticulture in Central Poland: Autoregression Modeling SAT Indicator, Agriculture, 14 (5): 748, https://doi.org/10.3390/agricu....
34.
Maciejewska D., Olewnicki D., Tyminski M., Krupa T. [2023], The wine market in Poland and the main determinants of its development – selected aspects, Scientific Papers of Silesian University of Technology. Organization and Management, 168: 295–305.
35.
Mashal C., Rossman G. B. [2014], Designing Qualitative Research, Sage Publications.
36.
Martin S., Randle M. [2019], Innovation in the wine industry: An Australian case study, Wine Economics and Policy, 8 (2): 123–131.
37.
Mazurkiewicz-Pizło A. [2015], The importance of non-profit organisations in developing wine tourism in Poland, Journal of Tourism and Cultural Change, 14 (4): 339–349.
38.
Mazurkiewicz-Pizło A. [2024], Peculiarities of Polish Wine Consumers, Zagadnienia Ekonomiki Rolnej, 278 (1): 93–116.
39.
Mazurkiewicz-Pizło A., Pizło W. [2018], Determinants of the development of vineyards and wine tourism in Poland, Acta Scientiarum Polonorum Oeconomia, 17 (4): 115–121.
40.
Mizik T. [2021], Agri Food Trade Competitiveness: A review of the Literature, Sustainability, 13 (20): 1–14.
41.
Okoli C., Pawlowski S. D. [2004], The Delphi method as a research tool: an example, design considerations and applications, Information and Management, 42 (1): 15–29.
42.
Panagiotou G. [2003], Bringing SWOT into focus, Business Strategy Review, 14 (2): 8–10.
43.
Patton M., Q. [2002], Qualitative Research and Evaluation Methods, Thousand Oaks, CA: Sage Publications.
44.
Pickton D. W., Wright S. [1998], What’s SWOT in strategic analysis? Strategic Change, 7 (2): 101–109.
45.
Pohlmann C., Scavarda A., Alves M., Korzeniowski L. [2020], The role of the focal company in sustainable development goals: A Brazilian food poultry supply chain case study, Journal of Cleaner Production, 245, https://doi.org/10.1016/j.jcle....
46.
Pretorius I., Bauer F. [2002], Meeting the consumer challenge through genetically customized wine-yeast strains, Trends in Biotechnology, 20 (10): 426–432, https://doi.org/10.1016/S0167-....
47.
Prandecki K., Wrzaszcz W., Zieliński M. [2021], Environmental and Climate Challenges to Agriculture in Poland the Context of Objectives Adopted in the European Green Deal Strategy, Sustainability, 13 (18).
48.
Provost C., Pedneault K. [2016], The organic vineyards as a balanced ecosystem: Improved organic grape management and impacts on wine quality, Scientia Horticulturae, 208: 43–56, https://doi.org/10.1016/j.scie....
49.
Samiee S. [2008], Global marketing effectiveness via alliances and electronic commerce in business-to-business markets, Industrial Marketing Management, 37 (1): 3–8, https://doi.org/10.1016/j.indm....
50.
Sancewicz-Kliś A. [1992], The Wine Market in Poland Tradition and Marketing Implications, International Journal of Wine Marketing, 4 (2).
51.
Schaefer R., Olsen J. [2018], Exploratory wine consumer behavior in transitional market: The case of Poland, Wine Economics and Policy, 7 (1): 54–64, https://doi.org/10.1016/j.wep.....
52.
Schultz H. R. [2016], Global climate change and its impact on grapevine production, Australian Journal of Grape and Wine Research, 22 (1): 2–16.
53.
Scott Morton F. M., Podolny J. M. [2002], Love or money? The effects of owner motivation in the California wine industry, The Journal of Industrial Economics, 50 (4): 431–456.
54.
Smith S., Hall C. M. [2018], Future trends in wine tourism, Wine & Hospitality Review, 4 (1): 25–40.
55.
Stupino M., Giacosa E., Pollifroni M. [2019], Tradition and Innovation Within the Wine Sector: How a Strong Combination Could Increase the Company’s Competitive Advantage, Processing and Sustainability of Beverages, 2: 185–204, https://doi.org/10.1016/B978-0....
56.
Szczepaniak I., Szajner P. [2022], Challenges of Energy Management in the Food Industry in Poland in the Context of the Objectives of the European Green Deal and the “Farm to Fork” Strategy, Energies, 15 (23).
57.
Świdnicki, M. [2023], Zmieniające się przepisy dla winnic butelkowych w Polsce, Krytyka Prawa, 15 (4): 273–282.
58.
Teece D. J., Pisano G., Shuen A. [1997], Dynamic capabilities and strategic management, Strategic Management Journal, 18 (7): 509–533.
59.
Trestini S., Stiletto A., Stranieri S. [2020], Price Determinants of Sparkling Wine in Poland: Does Reputation Really Matter? Wine and Policy Economics, 9 (1): 73–84, https://doi.org/10.36253/web-8....
60.
Weihrich H. [1982], The TOWS Matrix – A Tool for Situational Analysis, Long Range Planning, 15 (2): 54–66.
61.
Wójcik A. [2022], Przemiany na rynku wina w Polsce, Krakowskie Studia Małopolskie, 3: 149–174.
62.
Zawadka J. [2020], Polish viticulture: Opportunities and challenges, Agricultural Economics Review, 15 (1): 34–49.
63.
Zhang J., Luo J. [2021], Agricultural co-operatives participating in supply chain integration in China: A qualitative comparative analysis, PLoS ONE, 16 (4), https://doi.org/10.1371/journa....
64.
Zhang N., Wang M., Wang N. [2002], Precision agriculture – a worldwide overview. Computers and Electronics, Agriculture, 23 (2–3): 113–132.
65.
Ziętara, W., Pietrzak, M., Malak-Rawlikowska, A. [2024], Polish Dairy Farm Transformations and Competitiveness 20 Years after Poland’s Accession to the European Union, Animals, 14 (13).
| eISSN: | 2300-5238 |
© 2006-2026 Journal hosting platform by Bentus
We process personal data collected when visiting the website. The function of obtaining information about users and their behavior is carried out by voluntarily entered information in forms and saving cookies in end devices. Data, including cookies, are used to provide services, improve the user experience and to analyze the traffic in accordance with the Privacy policy. Data are also collected and processed by Google Analytics tool (more).
You can change cookies settings in your browser. Restricted use of cookies in the browser configuration may affect some functionalities of the website.
You can change cookies settings in your browser. Restricted use of cookies in the browser configuration may affect some functionalities of the website.
