STRATEGIC FAMILY WINERY BRAND LAUNCH IN THE VUCA (VOLATILITY, UNCERTAINTY, COMPLEXITY, AMBIGUITY) MARKET: THREE CASE STUDIES FROM SERBIAN MARKET

• Ivan Paunovic,
• Tatjana Mamula

Affiliations

Ivan Paunovic

Bonn-Rhein-Sieg University of Applied Sciences, CENTIM (Center for Entrepreneurship, Innovation and SMEs), Rheinbach, Germany

Tatjana Mamula

Faculty of Management, Metropolitan University, Belgrade, Serbia