• Sinisa Zarić, PhD University of Belgrade, Faculty of Economics, Belgrade
  • Igor Ilievski, Ph.D Candidate European Center for Peace and Development, University for Peace, established by UN, Belgrade


The production of wines contributes strongly to the overall export of Macedonia, having a big tradition and potentials for further development due to good climate and soil conditions. In the same time, the production of wine, in many countries, is one of the highly regulated sectors. Thus, there is a need for wine manufacturers to deal actively with the nonmarket environment and influence on regulatory legislation. Having in mind a big importance of the EU market for the export of Macedonian wines, there is a need for further harmonization with the EU regulation. Subject of this paper is a critical analysis of the economic policies in the feld of agricultural production focused on the policy of subsidies. The aim is to show importance of having the active role of the wine producers in the nonmarket environment. Qualitative methodology is based on the experiences of the Wines of Macedonia (WOM) Association and, indicating the possibility of transforming the market rivals into nonmarket allies.


Download data is not yet available.


1. Anderson, K. and Jensen, H.G. (2016). How Much Governmental Assistance Do European Wine Producers Receive?. Journal of Wine Economics, 11(2), 289-305, American Association of Wine Economists, New York, US.
2. Baron, D. P. (2010). Business and Its Environment. 6th Edition. Pearson Prentice Hall, Upper Saddle River, New Jersey, US.
3. Bach, D., and Allen, D. B. (2010). What Every CEO Needs to Know about Nonmarket Strategy. MIT Sloan Management Review, 51(3), 41-48, MIT, Cambridge, US.
4. Becker, G. (1983). A Theory of Competition Among Pressure Groups for Political Influence. The Quarterly Journal of Economics, 98 (3), 371-400, Oxford University Press, Cambridge, US.
5. Becker, G.S. (1985). Public Policies, Pressure Groups and Deadweight Costs. Journal of Public Economics, 28, 329-347, University of Chicago Press, Chicago, US.
6. Benhabib, J., Przeworski, A. (2006). The Political Economy of Redistribution Under Democracy. Economic Theory, 29 (2),. 271-290, Springer, Berlin, Germany.
7. Campante, F.R. (2011). Redistribution in a Model of Voting and Campaign Contributions. Journal of Public Economy, vol. 95, pp. 646-656, Elsevier, Amsterdam, Netherlands.
8. Doern, G. B. and Phidd, R.W. (1983). Canadian Public Policy: Ideas, Structure, Process. Mathew.
9. Di Vitta,G., D`Amico, M. (2013) Origin Designation and Proftability for Small Wine Grape Growers:
10. Evidence from a Comparative Study, Economic of Agriculture, No. 1, 7-24, Institute of Agricultural Economics, Belgrade, Serbia.
11. Gaeta, D. and Corsinovi, P., (2014). Economics, Governance, and Politics in the Wine Market: European union Developments. Palgrave Macmillan, Basingstoke, United Kingdom.
12. Hawlett, M. (2010). Designing Public Policies: Principles and Instruments. Routledge, Abingdon , United Kingdom.
13. Holmes, A. J., and Anderson, K., (2017). Convergency in National Alcohol Consumption Patterns: New Global Indicators. Journal of Wine Economics, 12(2), 117-148, American Association of Wine Economists, New York, US.
14. Hussein, M., Cholette, S. and Castaldi, R.M. (2007). Analyses of Globalization Forces in the Wine Industry: Implications and Recommendations for Wineries. Journal of Global Marketing, 21(1), 33-44.
15. WOM (2016). Annual report 2015, WOM, Skopje, Macedonia.
16. Itcaina, X., Roger ,A. Smith, A., (2016). Varietals of Capitalism – A Political Economy of the Changing Wine Industry. Cornell University Press, Ithaca, New York, US.
17. Kobrin , S.J. (2015). Is a Global Nonmarket Strategy Possible? Economic Integration in a Multipolar World Order. Journal of World Business, 50(2), 262-272, Elsevier, New York, US.
18. Lowi T. (1964). American Business, Public Policy. Case-Studies, and Political Theory. World Politics, 16, 687-91, Cambridge, United Kingdom.
19. Lowi, T. (1979). The End of Liberalism: The Second Republic of the United States, Norton, New York.
20. MAFWE (2016). Annual report on agriculture and rural development for 2015, MAFWE, pp. 58-61. Skopje, Macedonia.
21. MAFWE (2014). National strategy for agriculture and rural development 2014-2020, MAFWE, 84-85. Skopje, Macedonia.
22. Mitchell, L. (2016). Demand for Wine and Alcoholic Beverages in the European Union - A Monolith Market?. Journal of Wine Economics, 1 (3), American Association of Wine Economists, New York, US.
23. Odorici, V., Corrado, R., (2004). Between Supply and Demand: Intermediaries, Social Networks and the Construction of Quality in the Italian Wine Industry. Journal of Management and Governance, 8 (2), 149-171, Springer, Berlin, Germany.
24. Putnam R., (2000). Bowling Alone: The Collapse and Revival of American Community. Simon & Schuster Paperback, New York, US.
25. Storchmann, K., (2012). Wine Economics. Journal of Wine Economics, , 7(1), 1 -33, American Association of Wine Economists, New York, US.
26. Van Shaik, T. (2002). Social Capital in the European Values Study Survey. Available at: www/
27. Veseth, M. (2011). Wine Wars: The Curse of the Blue Nun, the Miracle of Two Buck Chuck, and the Revenge of the Terrorists. Rowman and Littleheld, Lanham, MD, US.
28. Wilson, J. Q. (1980). The Politics of Regulation, Basic Books, New York, US.
29. Wiseman, A.E. and Ellig, J. (2004). Market and Nonmarket Barriers to Internet Wine Sales: The Case of Virginia. Business and Politics, 6 (2), Article 4., Cambridge University Press, Cambridge, United Kingdom
30. Available at:, Accessed on December 22, 2017.
31. Available at:, Accessed on January 8, 2018.
32. Available at:, Accessed on October 16th 2017.
33. Available at:, Accessed on October 16th 2017.
34. Available at:, Accessed on February, 08th 2017.
How to Cite
ZARIĆ, Sinisa; ILIEVSKI, Igor. THE NONMARKET ENVIRONMENT OF THE WINE INDUSTRY IN THE REPUBLIC OF MACEDONIA: THE CASE OF WINES OF MACEDONIA ASSOCIATION (FROM MARKET RIVALS TO ALLIES IN THE NONMARKET ENVIRONMENT). Economics of Agriculture, [S.l.], v. 65, n. 2, p. 503-517, june 2018. ISSN 2334-8453. Available at: <>. Date accessed: 16 july 2018. doi:
Original scientific papers