Existing theories of the life cycle of the organization are based on the study of internal features of organizations, the change of which is the development of the organization or its degradation. But the enterprise is influenced by a complex of external factors, the first of which is the market and its conjuncture. The authors made an attempt to analyze the impact of various external factors on a specific stage of the life cycle of the enterprise, which raises the question of the possible need for further consideration of the life cycle concept in the context of changes in the external environment. The analysis is based on the wine industry of New Zealand, for which there is a large number of works related to the study of the life cycle of wineries and enotourism in general. The results of the article show that the evolution of the external factor leads to the evolution of the enterprise, which will allow practitioners to prepare for future changes in advance.
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