Sustainable Competitive Advantage Research Articles

Integrating Human Resource Development and Halal Tourism Strategies for Sustainable Development in Indonesia

This research aims to explore the integration of human resource development (HRD) into the growth of the halal tourism industry in Indonesia. Using a literature review method, the study examines strategies to enhance the sector's sustainable competitive advantage by focusing on HRD initiatives, including employee training, cultural competence, and service quality improvement in accordance with sharia principles. The findings indicate that while Indonesia has great potential in halal tourism, several barriers such as institutional readiness, inadequate infrastructure, and regulatory gaps hinder its full development. The study emphasizes the importance of continuous innovation, strategic marketing, and regulatory alignment to overcome these challenges. Recommendations include investing in human capital and fostering innovation to ensure Indonesia’s positioning as a global leader in halal tourism.

COMPETITIVE MODEL PROPOSAL FOR THE AZERBAIJAN WINE INDUSTRY: TALENT-BASED ORGANIZATIONAL MODEL

The main aim of this study is to develop a talent-based model proposition in line with the resource-based approach by assessing the strategic position of Azerbaijan's wine industry, which is globally recognized as an important wine producing country. It is noted that in the context of very important changes and events taking place in the world today, the phenomenon of competition expresses competition in all spheres of life and day by day increases its intensity and challenges modern business. The article widely uses methods of comparative analysis of the experience of foreign countries, analysis of statistical dynamics, and in-depth analyzes of economic growth in a competitive environment. The author notes that in order for businesses to compete and, moreover, achieve sustainable competitive advantage, they need to understand that the basis of competition has changed, and accordingly everyone must reconsider their approaches and define a new road map for themselves as strategic support with new methods in management. This new understanding of strategy allows companies to be unique, inimitable and responsive to define their strategy and prepare action plans to meet changing customer needs, create customer value and provide quality and low-cost products and services. The author emphasizes that businesses now realize that it is impossible to compete and survive using old methods. It is noted that the resource-based view is used as a new approach, which involves the harmonization of resources and business capabilities with their external environment to produce unique products and services. Azerbaijani wine industry businesses that can redefine their boundaries and develop external relationships using a talent-based model can expand their reach and influence to new groups of employees and entrepreneurs. In this way, Azerbaijani wine industry enterprises can create great new opportunities and offer these groups opportunities to participate in the global economy. This perspective, which sheds light on the dominant organizational logic of powerful players who influence or share the behavior of others, includes foreign competitors, suppliers and employees in the global economy. In this regard, it is very important for the Azerbaijani wine industry to have a good understanding of the interaction between global and local dynamics.

«Зелёный» маркетинг как инструмент создания устойчивого конкурентного преимущества компании

The article is devoted to the study of the concept of “green” marketing, the need to change marketing tools in accordance with the principles of sustainable development in the marketing plan of companies. The article discusses the formation of environmental marketing strategies and changes in the marketing mix (4Ps) in accordance with these strategies. In addition, it analyzes the possibilities and benefits of introducing environmental marketing tools in companies for creating a sustainable competitive advantage.

Strategic agility and sustainable competitive advantage of licensed television stations in Kenya: The moderating role of disruptive innovation

This study examined the effect of disruptive innovation on the association between strategic agility and sustainable competitive advantage of licensed television stations in Kenya. A comprehensive scrutiny of literature revealed that the effect of disruptive innovation on the nexus between strategic agility and sustainable competitive advantage had not been been empirically tested within the context of licensed television stations in Kenya. The study was anchored on the positivist philosophy and adopted a cross-sectional descriptive research design. 210 television stations that were in operation at the time of the study were surveyed. Research hypotheses were tested using structural equation modelling (SEM), and the findings confirmed that disruptive innovation moderated the relationship between strategic agility and sustainable competitive advantage of licensed television stations in Kenya. While strategic agility had a significant and direct positive influence on sustainable competitive advantage, disruptive innovation enhanced that relationship. The results of this study contribute to literature on strategic agility and some of the contingency conditions necessary for sustainable competitive advantage. The findings have also enhanced the understanding of the competitive forces at play within the television sub sector of the media industry in Kenya. It is recommended that licensed television stations in Kenya pay keen attention to disruptive technologies and strategies such as entry into new markets, acquisition/partnerships with digital start-ups, focusing on underserved or overshot market segments, and experimentation with new business models.

Pengaruh Intellectual Capital dan Hedging Terhadap Nilai Perusahaan dengan Profitabilitas Sebagai Variabel Intervening

In a modern economy full of knowledge and technological developments, intellectual capital is seen as a source of value creation and sustainable competitive advantage. This research aims to analyze the influence of human capital, capital employed, structural capital and hedging on the value of banking companies in Indonesia with profitability as an intervening variable. This research uses secondary data obtained from company financial reports for 2014- 2021. The analysis technique used is multiple linear regression, path analysis and Sobel test with the help of the Eviews 12 program. The research results show that human capital, capital employed, structural capital have a positive effect on profitability but have no effect on company value. Other results show that hedging has no effect on profitability and company value. Research also shows that profitability is able to mediate the relationship between capital employed and structural capital on company value. However, profitability is not able to mediate the relationship between human capital and hedging on company value. A limitation in this research is that some companies do not include the notional value of derivatives as a hedging measurement in their financial reports.

Effects of corporate social responsibility on sustained competitive advantage: a moderated mediation model

Purpose This study aims more than just assess the direct relationship between corporate social responsibility (CSR) and sustained competitive advantage (SCA). It explores the subtleties of how these impacts might be amplified or altered by socially responsible leadership (SRL). The study emphasizes how important community service (CS) is mediating this complicated connection. Design/methodology/approach In this study, a survey instrument tailored for employees of Indian private multinational corporations (MNCs) and public sector undertakings/government organizations (PSU/Govt. Orgn.) was used. A total of 517 questionnaires were used for subsequent analysis. Confirmatory factor analysis (CFA) was then carried out on four self-reported scales to assess the discriminant validity of both samples. Subsequently, regression analysis was performed to check the effect of CSR on SCA, with CS acting as a mediator and SRL serving as a moderator. Findings The findings affirm that CS mediates the relationship between CSR and SCA. Simultaneously, SRL is identified as a moderator in the association between CS and SCA. The mediating role of CS in connecting CSR to SCA holds for both private and public sectors, highlighting the importance of community engagement. A notable observation is the limited prevalence of SRL among PSU/Govt. Orgn. respondents. Research limitations/implications This study emphasizes the pivotal role of CSR in transforming companies into socially responsible entities, thereby augmenting corporate reputation and goodwill. Furthermore, the influence of SRL is highlighted as a moderator in the CSR−SCA relationship, impacting both private and public organizations. This research presents a conceptual framework of moderated mediation, shedding light on the complex relationship between CSR and SCA. Originality/value This study illuminates the importance of CS and SRL as critical elements in achieving SCA by recognizing a gap in current research. This distinctive perspective enhances the study's originality, providing novel insights into the intricate interplay between CSR, CS, SRL and SCA.

The Effect of Strategic Vigilance in Achieving Sustainable Competitive Advantage: Analytical Research at Ashur International Bank

This research aims to know the interest of Ashur International Bank management in the role played by strategic vigilance in achieving sustainable competitive advantage by providing decision-makers with proactive and important information about internal and external environmental variables, so the intellectual cover of the problem stems from the extent of the bank's management ability to achieve sustainable competitive advantage in light of the multiple markets of the Iraqi private commercial banks, as well as governmental banks. Hence the importance of the research lies in presenting the accumulation of knowledge for strategic vigilance, which is one of the modern approaches in the field of strategic management, while the sustainable competitive advantage is the most influential in the work of banks due to its connection with their future and their business. The sample consists of (125) individuals (department heads, division and unit officials, and employees) in the surveyed bank. A questionnaire was used to collect data and distributed to a sample of (60) individuals, from which (50) valid forms were retrieved for analysis. The most important conclusion was the bank's management focuses in its strategic thinking on the dimensions of strategic vigilance in different ways according to the vigilance sequence (commercial, environmental, technological, and finally competitive vigilance)

Drive sustainable business performance with humane entrepreneurship, knowledge management: the mediation of sustainable business advantage and sustainable business model innovation

PurposeThis study evaluates the important role of humane entrepreneurship (HE) on sustainable business advantage (SBA) and sustainable business performance (SBP) by exploring the mediating role of sustainable business model innovation (SBMI) under the influence of knowledge management (KM) in small and medium-sized enterprises (SMEs). Encouraging businesses to implement a combination of KM and HE facilitates the implementation of SBMI that brings value to businesses, communities and the environment in emerging economies.Design/methodology/approachThis study uses an empirical quantitative research method using primary information based on data collected by questionnaires. The study sample resulted in 424 valid responses (66.77% response rate). The target audience of the study is middle and senior managers in SMEs. This study aims to perform structural modeling analysis with the maximum likelihood estimates method to examine structural relationships.FindingsThis study found a positive relationship between KM and HE to SBMI. At the same time, SBMI plays an important role for businesses to achieve SBA and SBP. Similarly, a positive relationship was also found between HE to SBA and SBP. And SBA strongly promotes SMEs to achieve SBP. In addition, the mediating role of SBMI and SBA is clarified to have a positive impact between HE–SBP and SBMI–SBP. HE plays an important role in motivating businesses to innovate sustainable business models, making it easier to gain sustainable competitive advantages, thereby bringing sustainable business results.Practical implicationsThis research helps SMEs realize the importance of KM and HE in SBMI. At that time, SMEs take advantage of internal and external information sources and innovate their business models based on HE mechanisms. Applying HE mechanisms will allow businesses to innovate their business models by combining concerns between stakeholders and the social environment for sustainable development. Therefore, businesses will achieve their SBA toward SBP.Originality/valueThe present literature shows that there are few empirical studies on the mechanism mediating SBMI in the relationship between HE and SBP; and SBA in the link between SBMI and SBP. In addition, the impact of KM and HE on SBMI is also very important in the current context. The study's findings could have huge implications for entrepreneurs and senior managers in SMEs in emerging economies. Help them realize the importance of KM and HE for SBMI, thereby building strategic perspectives that help businesses achieve sustainable competitive advantages and increase SBP for businesses.

Proposed Study on the Existing Body of Literature on Innovation Performance in China’s High-Tech SMEs

This study investigates the intricate relationship between top management capability, relational capability, technological capability, learning capability, innovation strategy, and innovation performance within the context of high-technology Small and Medium Enterprises (SMEs) in China. Through a synthesis of the Resource-Based View and Dynamic Capability Theory, this research delves into how these diverse capabilities intersect to shape innovation outcomes in a rapidly evolving market landscape. Drawing upon empirical data collected from a comprehensive sample of high-tech SMEs operating across various industries in China, this study examines how top management capability influences the firm's strategic direction and innovation agenda. Furthermore, the research explores the role of relational capability in fostering collaborative relationships with stakeholders, such as customers, suppliers, and partners, to access valuable resources and knowledge for innovation initiatives. Moreover, the study investigates how technological capability enables firms to harness advanced technologies and expertise to drive innovation, while learning capability facilitates the absorption, assimilation, and application of new knowledge and insights to fuel continuous innovation efforts. Through an analysis of innovation strategies adopted by high-tech SMEs and their alignment with dynamic capabilities, this research elucidates the mechanisms through which firms leverage their diverse capabilities to formulate and execute effective innovation strategies, ultimately impacting innovation performance. The findings contribute to both theoretical understanding and practical implications, providing insights for high-tech SMEs in China on how to develop and leverage dynamic capabilities across multiple dimensions to enhance innovation performance and achieve sustainable competitive advantage in today's dynamic business environment.

How do knowledge-intensive business services improve innovation? A resource-based model for antecedents of innovation in a developing country

Purpose Firms strive to find new ways of boosting value creation through integrating knowledge for innovation. Open innovation has altered this quest for excellence and, accordingly, this study aims to investigate the antecedents and enablers of innovation performance in firms belonging to a knowledge-intensive service sector of a developing country. Design/methodology/approach As such, data were gathered through a survey approach, targeting telecom service firms in Pakistan. Hypotheses were tested using the partial least squares technique. Measurement and structural models were assessed following the recommended two-stage procedure. Findings Results showed that knowledge sourcing and customer engagement impact the innovation performance of firms, whereas transformational leadership, knowledge sourcing and customer engagement are linked to innovation with the mediating effect of absorptive capacity. Practical implications This research helps to improve the innovation management practices of the firms belonging to this important sector and thus enables them to achieve sustainable competitive advantage through building their absorptive capabilities. Originality/value Knowledge-intensive business services are largely excluded from the great debate on open innovation so far, with a few exceptions. This research proposes and tests a model of enablers of open innovation that contributes toward improving the innovation performance of telecom firms in a developing country.

Sustainable Digital Transformation Roadmaps for SMEs: A Systematic Literature Review

Sustainable digital transformation in SMEs not only simplifies operations and increases efficiency but also fosters innovation, facilitates data-driven decision-making, and minimizes negative environmental and social impacts, paving the way for a sustainable competitive advantage in the digital age. However, SMEs still face significant barriers to implementing this transformation. In addition to limited financial resources, a critical obstacle is the lack of specific and comprehensible roadmaps. Thus, this paper aims to analyze existing roadmaps for sustainable digital transformation in SMEs. A systematic literature review was conducted using the PRISMA and Methodi Ordinatio methods, with data collection and analysis performed using the NVivo 12 and VOSviewer software (version 1.6.20). Content analysis was used to assess how these papers align with the study’s context. The analysis identified whether the roadmaps address aspects related to the triple bottom line (TBL), their specificity to SMEs, the principles of digital transformation they incorporate, and the aspect of digital maturity. The findings indicate that none of the current literature provides a fully developed roadmap for sustainable digital transformation in SMEs. Consequently, future studies are suggested to develop a comprehensive roadmap that addresses these issues. Finally, this study highlights the main gaps and opportunities in each studied roadmap and formulates 14 research questions divided into six categories for future investigation. Addressing these questions can help close the current gaps in the literature and provide SMEs with robust, adaptable, and sustainable digital transformation strategies.

Marketing Strategy Management in Increasing the Marketability of MSME Products in Facing Market Competition

Micro, small, and medium enterprises (MSMEs) are fundamental components of robust economic resilience, as demonstrated by their persistent operation during Indonesia's monetary crisis, a consequence of the global financial downturn. In contrast, numerous large-scale corporations have experienced insolvency. Consequently, there was a significant wave of employment termination in 1998. Formulating a marketing strategy is critical to securing a sustainable competitive advantage for product- and service-oriented enterprises. A marketing strategy is a foundational element in developing a comprehensive corporate plan. Considering the complexity of challenges faced by enterprises, there exists a necessity for a holistic approach to serve as a framework guiding the organizational segment in executing its operations. Furthermore, the significance of marketing strategies is underscored by the intensifying competition prevalent among businesses in general. This study is motivated by fostering the growth of MSMEs within Mataram, which is characterized by a distinctive array of cultural traditions and a promising national market. This research aims to evaluate the management of marketing strategies aimed at enhancing the marketability of traditional MSME products in Mataram City. The study was carried out in the urban setting of Mataram. The methodologies employed for data collection include documentation, interviews, and observations, constituting a form of descriptive research. The analysis of the effectiveness of marketing strategies reveals a year-on-year increase in overall sales, which serves as a benchmark for assessing the efficacy of marketing strategies amid competition among batik enterprises.

Technological, organisational and environmental drivers of sustainability in hotels

Purpose: This study aims to analyse the position of 155 hotel managers in Africa and Asia about implementing sustainability practices (SP) focussing their competitive advantage (CA). Sustainability practices and CA are explained through the technology-organisation-environment (TOE) framework within the hospitality, tourism and travel industries.Design/methodology/approach: The Structural Equation Model based on Partial Least Squares (SEM-PLS) methodology was applied to hotels in African countries, including South Africa, as well as Asia. Six variables were analysed in order to study the impact of SP in CA.Findings/results: Findings imply that technological advancements, organisational commitments and environmental considerations collectively foster robust SP in emerging economies. The adoption of eco-friendly technologies (TS), the integration of sustainable policies (OS) and adherence to environmental regulations (ES) collectively contribute to the sustainability goals of hotels.Practical implications: The study reveals that hotels in emerging markets should strategically emphasise the TOE framework to enhance SP and CA. Investing in advanced technologies, implementing effective organisational practices and adhering to environmental standards significantly improve sustainability performance.Originality/value: While the TOE model has been extensively studied across various industries, limited research has explored its application in tourism. This study uniquely investigates how SP can enhance CA in the tourism sector through comparative analysis.

Implications of Competitive Advantage Strategies in the Buying and Selling Used Iron

This study aims to analyze and identify the competitive structure that forms the key success factors (KSFs) in the scrap metal trading industry, with open innovation as a mediating factor and its effect on competitive advantage. The research employs an explanatory method to explore the causal relationships between variables. Data were collected through questionnaires, direct interviews with business owners, managers, employees, and consumers in the scrap metal trading sector, as well as secondary sources such as articles, journals, online databases, libraries, and government agencies like the Ministry of Trade (Deperindag) and the Central Bureau of Statistics (BPS). The data collection techniques include literature review, interviews, and observations. Analytical methods employed in this study include descriptive analysis through company profiling, Porter's Five Forces model for industry competition analysis, and an assessment of open innovation as a mediating factor for competitive advantage. The findings reveal that key success factors contributing to competitive advantage in the scrap metal trading industry are economies of scale, marketing capabilities, access to capital, raw material supply, and technology utilization. The application of Porter's Five Forces, when mediated by open innovation, strengthens the relationship between open innovation and organizational strategy, ultimately leading to sustainable competitive advantage. Competitive advantage is enhanced by increased open innovation, which fosters organizational collaboration, adaptability, and the development of novel strategies. Through the implementation of open innovation, scrap metal trading companies can leverage diverse ideas and resources, enhancing competitiveness in dynamic market environments. Conclusion: The threat of new entrants in the scrap metal trading industry is low, while the bargaining power of suppliers and buyers is strong. The threat from substitute products is weak, and the rivalry among existing competitors is intense. Open innovation contributes to competitive advantage by promoting collaboration, encouraging adaptability, and supporting strategic innovation.

Brand Equity in Pakistan’s FMCG Sector: The Influence of Employee Engagement, Brand Orientation, CSR, and Organizational Culture

This study explores the relationships between employee engagement, brand orientation, and corporate social responsibility (CSR) initiatives in enhancing brand equity in Pakistan's fast-moving consumer goods (FMCG) sector, using organizational culture as a moderator. Grounded in the Resource-Based View (RBV), this research highlights how internal organizational resources can provide sustainable competitive advantages through brand equity. A structured questionnaire was distributed to employees within FMCG firms, and data was analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The results demonstrate that employee engagement, brand orientation, and CSR initiatives positively influence brand equity. Additionally, organizational culture significantly moderates the relationship between brand orientation and brand equity, while its moderating impact on employee engagement and CSR initiatives is less pronounced. The study offers valuable theoretical contributions by integrating internal factors within the RBV framework and practical insights for FMCG managers aiming to enhance brand equity. Limitations include the cross-sectional nature of the study and sector-specific focus. Future research should consider longitudinal approaches and explore additional moderating variables across different markets.

The Role of Green Organizational Culture Based on Tri Hita Karana in Increasing Green Innovation and Sustainable Competitive Advantage Small and Medium Enterprises in Denpasar City

Small and Medium Enterprises (SMEs) in Denpasar City, in addition to having a positive impact on stakeholders and contributing to the national economy, are also often perceived by some people as parties responsible for various environmental damage phenomena including environmental pollution, air pollution and global warming. This study aims to develop and test a theoretical model that empirically examines how green organizational culture based on local wisdom in the Tri Hita Karana perspective influences sustainable competitive advantage in the context of SMEs. In addition, this study also statistically explores the research model and the mediating role of green innovation that has previously received little attention. This study uses a quantitative approach using a survey of 95 respondents. Data were collected from a convenient field survey using a closed questionnaire from SME actors related to the direct responsibility of business activities towards environmental aspects in the city of Denpasar Bali-Indonesia. A structural equation modeling approach was used to achieve the research objectives. The results showed that green organizational culture based on Tri Hita Karana is a significant predictor of sustainable competitive advantage in this study. Furthermore, the findings reveal that green innovation fully mediates the relationship between green organizational culture based on Tri Hita Karana and sustainable competitive advantage.

Building Sustainable Competitive Advantage in Banking through Organizational Agility

The fast development of technology in the banking sector has forced a basic review of organizational strategies and structures since banks want to keep ahead of the curve and satisfy the evolving needs of the digital era. This study examines the mediating role of organizational agility in the relationship between transformational leadership and digital transformation on sustainable competitive advantage in the banking sector. The research sample was drawn from a population consisting of head offices, branch offices, and sub-branch offices of regional banks in Indonesia, totaling 185 units. Based on 185 data points collected through surveys distributed to unit leaders, we used PLS-SEM analysis to test the proposed hypotheses. Empirical results indicate that transformational leadership and digital transformation have no significant effect on sustainable competitive advantage. However, organizational agility can significantly mediate this impact on sustainable competitive advantage. The findings underscore the importance of developing agility as an internal factor of organizations that plays a crucial role in achieving sustainable competitive advantage.

The Impact of ESG Criteria on Firm Value: A Strategic Analysis of the Airline Industry

Environmental, social, and governance (ESG) factors are crucial in evaluating a company’s value. High ESG scores reflect ethical practices, social responsibility, and effective governance. This paper examines the impact of ESG criteria on firm value within the airline industry, focusing on their influence on operational efficiency, risk reduction, and financial performance. Using panel data analysis, the study evaluates ESG scores from 32 airline companies over the period of 2018–2023, with an explanatory power of 36.5%. The research explores how integrating environmental, social, and governance factors into strategic management can foster sustainable competitive advantage. It focuses on utilizing internal resources, meeting the needs of various interested parties, and balancing financial, social, and environmental performance. The findings indicate that while ESG practices enhance firm value through improved efficiency and risk management, they do not always lead to higher short-term firm value. Moreover, the study underscores the significance of governance in the airline industry, where robust governance structures can mitigate risks but may also increase costs. This research contributes to the literature by providing empirical evidence of the link between ESG performance and firm value in the airline industry, emphasizing the importance of integrating ESG principles into strategic management for long-term sustainability and financial success.

Globalization and Local Procurement: A Study of Supply Chain Dynamics in Australia and Bangladesh

Purpose: The aim of the study was to analyze the globalization and local procurement: a study of supply chain dynamics in Australia and Bangladesh. Methodology: This study adopted a desk methodology. A desk study research design is commonly known as secondary data collection. This is basically collecting data from existing resources preferably because of its low cost advantage as compared to a field research. Our current study looked into already published studies and reports as the data was easily accessed through online journals and libraries. Findings: The study on strategic sourcing's impact on cost reduction in Australia and Bangladesh manufacturing firms demonstrated significant positive results. It showed that strategic sourcing led to notable reductions in procurement costs, enhanced supplier management, negotiation, and risk mitigation strategies. The findings underscored the importance of aligning procurement strategies with organizational goals for sustainable cost reductions and competitive advantages in the sector. Unique Contribution to Theory, Practice and Policy: Resource dependence theory (RDT), transaction cost economics (TCE) & institutional theory may be used to anchor future studies on analyze the globalization and local procurement: a study of supply chain dynamics in Australia and Bangladesh. Businesses in both Australia and Bangladesh should prioritize building strong relationships with local suppliers to enhance supply chain resilience. Policymakers in both Australia and Bangladesh should create supportive regulatory frameworks that promote local procurement practices.

The Impact of Covid-19 Pandemic on Small Wineries in Cyprus and Reflections on Wine Tourism: Entrepreneurs’ Perspectives

Tourism-dependent countries like Cyprus, have been seriously affected by the shockwave that COVID-19 pandemic has generated to their sociocultural/economic fabric. One of the industries of Cyprus impacted is the wine industry. Indeed, the consequences of the pandemic have been reflected on various angles of the island’s wineries; from the day-to-day operations to their overall strategy. Moreover, they influenced their relationship to tourism and the provision of wine tourist experiences. This is even more apparent in the case of small wineries. In this respect, the paper examines how tourism related wine enterprises, and more specifically, small wineries in Cyprus, handled the crisis and its impacts, through the analysis of the wine entrepreneurs’ views. This study explores the dimensions of the pandemic imprinted on wineries’ business and highlights the pertinent measures taken to deal with them. Additionally, it illustrates how wine tourist activities have been affected, enhanced, and reformed for the smooth wine tourist experience to be provided. To do so, exploratory research was utilized to collect data through secondary sources and face-to-face in-depth interviews with winemakers/managers/owners of small wineries in Cyprus. Findings reveal that the greatest challenge that small wineries faced, was the high degree of uncertainty, as Hotels, Restaurants, and Catering companies (HO.RE.CA.) were temporarily closed and consequently, the wine consumption related to tourist flows was reduced. Small wineries took a series of measures to handle the crisis, such as emphasizing communications through online media, improving the provided -tourist- experience in the wineries, or enhancement of direct marketing and distribution strategies. The paper concludes with recommendations for small winemakers to deal with the shocks of crises and for their sustainable competitive advantage.