Abstract
The purpose of research is to understand the current situation and create a conceptual framework of a family business in the wine sector in the Czech Republic. Under this purpose, the following objectives were set: to find out the viability and usefulness of competitive tactics which influence the performance of micro and small family firms in the wine sector. These main competitive tactics have been established theoretically and require further practical confirmation. Another important partial objective was to verify the viability of family influence on the business performance in the framework of the study. Due to the lack of a sufficient theoretical basis in this sector, the author of the article puts the question, which indicators are used by selected firms for each tactic and how these firms percept and measure their performance. The research has a form of pilot study. The collecting of primary data was carried out using face‑to‑face structured interviews with ten representatives as a typical micro and small family business in the wine sector in the Czech Republic with considered restrictions. Then the content analysis was carried out using coding method and Atlas.ti software. The coded fragments and expressions were subsequently compared among themselves for the identification and interpretation of central categories. This investigation will serve to determine hypotheses in the larger parent study, which will be verified using quantitative methods. This research confirmed the authority of the competitive tactics, familiness and its influence on the business performance; and confirmed ability for practical application in the established reality. Results of the study are useful for both theorists and practitioners.
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