Search

The aim of this article is to provide the results of research focused on the topic connected with the country of origin effect and its influence on the consumer behaviour of the young consumers called the Generation Y. This research is conducted on the base of the qualitative research methods combining the focus group and group discussion (called focus group discussion). The Generation Y consumers are at these days important part of the consumers – they are forming their opinion and consumer behaviour so the companies can positively influence them. This study contains the results which reflect the opinion of consumers in condition of the Czech Republic in connection with the country of origin effect, consumer ethnocentrism and consumer patriotism and its influence in the wine industry.

A determined effort of companies to improve their potential of success-ability through a development of their own competitiveness is very significantly reflected in the nature of their competitive environment. A question can be asked: what changes are introduced and what their mechanism is. The main objective of this article has been to define a theoretical background to a principle of a competitive space demands accelerator and its impacts on deterioration and sustainability of competitive advantages. The methodology used is based upon a success-ability concept. The success-ability concept describes behavior of companies in the way which – from the point of an approach to competitiveness development – is able to identify specific features, frequently neglected by conventional approaches. Presented paper defines a mechanism of growing level of demands of competitive environment especially in the context of three key factors – company, its competitors and customers and their needs. The paper explains a paradox - an endeavor to gain higher level of advantage results in a rapid deterioration of new, achieved level of such advantage, in the sense of a lead over competitors, practically very soon after securing of such advantage.