With increased competition from new wine-producing countries and substitute products, declining wine consumption, climate change, health crises and geopolitical contexts, the wine industry has been facing serious difficulties in recent years. Paradoxically, however, this recent period also offers new opportunities.
Through the presentation of original research results, reading grids, illustrations and case studies, Wine Management and Marketing 2 analyzes the main challenges facing the wine industry and considers new opportunities: a renewed dynamism of technical, organizational and commercial innovations; the adaptability of actors; a greater introduction of new technologies; etc. The multi-faceted approach adopted by the authors and experts offers an enriched reflection, which provides a better understanding of the current state of the wine industry, and presents various levers for adapting to new commercial, societal and environmental expectations.
Foreword xv
Patrick AIGRAIN
Introduction xix
Hervé HANNIN, Carole MAUREL, Foued CHERIET and Paul AMADIEU
Part 1 Strategies, Regulations and Finance 1
Chapter 1 Inventories in the Wine Sector: A Strategic Question 3
Carole MAUREL, Franēoise PIERROT and Foued CHERIET
1.1 Introduction 3
1.2 Inventories in the wine sector: definition, determinants and
implications 5
1.3 Exploratory study on inventory management in the wine sector 11
1.4 Results 13
1.5 Discussion 17
1.6 Conclusion 18
1.7 Appendix 19
1.8 References 20
Chapter 2 Is It Odd to Leverage Data Analytics in SMEs? A Study on Marketing
and Innovation Practices 23
Théo JUSTY, Estelle PELLEGRIN-BOUCHER, Julien GRANATA and Denis LESCOP
2.1 Introduction 23
2.2 Major digital trends among SMEs 25
2.3 SME craze for Big Data: applicability in the manufacturing and
agricultural sectors 28
2.4 Uses of data analytics in marketing and innovation in SMEs 32
2.5 Conclusion 36
2.6 References 37
Chapter 3 What is the Cost of a Hectare of Vines? Financial Value Versus
Emotional Value: The Petrus Case 39
Gérard HIRIGOYEN and Pascale WEBER
3.1 Introduction 39
3.2 Valuation of Petrus 41
3.3 Stakeholders motivations 43
3.4 Valuation dimensions 44
3.5 Price, resulting from a combined value 46
3.6 Consequences of such transactions 47
3.7 Conclusion 48
3.8 References 51
Chapter 4 Evolution of French Wine Companies in the Global Landscape 53
Jean-Marie CARDEBAT
4.1 Introduction 53
4.2 France in the world wine trade: a contested place? 54
4.3 Metamorphosis of the global consumer 59
4.4 Disruption of the international business environment 65
4.5 Conclusion 69
4.6 References 71
Part 2 Marketing 73
Chapter 5 Storytelling and Narration of Authenticity: The Case of New
Winemakers in Saint-Chinian 75
Sarah MUSSOL and Yosr BEN TAHAR
5.1 Introduction 75
5.2 Different uses of storytelling 77
5.3 The Saint-Chinian case 82
5.4 Conclusion 87
5.5 References 88
Chapter 6 Communication and the Évin Law Relaxation: Exploring the Potential
Benefits of Imagining Instructions 91
Rémi BRÉHONNET and Jean-Franēois TRINQUECOSTE
6.1 Introduction 91
6.2 Wine market: economic issues, consumption structures and managerial
levers 91
6.3 Mental imagery: a close-up of its characteristics and how to use it
wisely 96
6.4 Conclusion 104
6.5 References 105
Chapter 7 Determining the Value of Organic Options through Willingness to
Pay 107
Alvaro CUYA GAVILANO and Jean-Franēois TRINQUECOSTE
7.1 Introduction 107
7.2 Consumers willingness to pay for organic wine 107
7.3 Personal determinants of WTP 109
7.4 Empirical analysis of WTP 112
7.5 Study 1: WTP determinants 113
7.6 Study 2: indirect WTP measurement 116
7.7 Study 3: direct and incentive measurement of WTP 119
7.8 Conclusion 123
7.9 References 124
Chapter 8 International Comparison of Adverts for a French Champagne: A
Necessary Legal and Cultural Adaptation 127
Emmanuelle SAUVAGE and Eliane KARSAKLIAN
8.1 Introduction 127
8.2 Semiotic analysis of adverts 129
8.3 One champagne, two campaigns 130
8.4 M&C advert for France taken in the veins of the Évin Law: a way out 138
8.5 M&C, an exemplary use of semiotics in marketing 140
8.6 Conclusion 145
8.7 References 145
Part 3 Collective Strategy and Terroir 149
Chapter 9 Wine Terroirs and Collective Images of Wines: The Beaujolais Rosé
Case, Failure or Potential? 151
Jérémy ARNAUD
9.1 Introduction 151
9.2 The vineyards feedback 152
9.3 Consumers feedback 158
9.4 Terroir Managers feedback 160
9.5 Conclusion 164
9.6 References 165
Chapter 10 Collective Strategies and Positioning: The Case of the Loire
Volcanique Initiative 167
Foued CHERIET, Hervé HANNIN, Clément ARNAL and Fanny LEPAGE
10.1 Introduction 167
10.2 Collective positioning in the wine sector 168
10.3 Study background and approach 173
10.4 Results and discussion: from four small vineyards looking for
collective positioning to Loire Volcanique wines 182
10.5 Conclusion 186
10.6 Appendices 188
10.7 References 194
Chapter 11 Research and Training, Factors of Competitiveness and Adaptation:
The Montpellier Vine and Wine Cluster Case 197
Hervé HANNIN and Jean-Marc TOUZARD
11.1 Introduction 197
11.2 Research, training and innovation: conditions for the competitiveness
and adaptation of new and old vineyards 198
11.3 The Montpellier research and training center and the transformation of
Languedoc viticulture 203
11.4 Conclusion 214
11.5 References 216
Chapter 12 Regional Wine Brands and Wine Brotherhoods: What Synergy to
Promote Wine and Wine Tourism? 221
Coralie HALLER and Nada MAANINOU
12.1 Introduction 221
12.2 Literature review 223
12.3 Methodology 225
12.4 Results 230
12.5 Summary of results 234
12.6 Discussions and recommendations 235
12.7 Conclusion 238
12.8 Acknowledgments 239
12.9 References 239
Part 4 International Context 241
Chapter 13 Perception of Imported Wines by African Consumers: Where do
Bordeaux Wines Stand? 243
Mathieu NLEND-MOMNOUGUI, Jean-Philippe GALAN and Franck DUQUESNOIS
13.1 Introduction 243
13.2 Attitude of African consumers and wine market in Africa 245
13.3 Exploratory study: perception of the international wine supply by
African consumers 251
13.4 Conclusion 255
13.5 Appendix 256
13.6 References 256
Chapter 14 Health Crisis and Wine Exports: How Should the Missions of Export
Managers be Adapted? 261
Carole MAUREL and Foued CHERIET
14.1 Introduction 261
14.2 Analysis of export management using a resource and competence-based
approach 262
14.3 Crisis context and results of the French wine exports 263
14.4 Wine export management tasks 265
14.5 Methodological approach 267
14.6 Results and effects of the crisis on wine export management 270
14.7 Summary of results and discussion 278
14.8 Conclusion 280
14.9 References 282
Chapter 15 Establishing Trust in a B2B Wine Export Relationship in Africa
285
Mathieu NLEND-MOMNOUGUI, Franck DUQUESNOIS and Jean-Philippe GALAN
15.1 Introduction 285
15.2 Trust in business relationships 286
15.3 Antecedents of trust in buyer--supplier relationships 287
15.4 Commitment to buyer--supplier relationships 290
15.5 Word-of-mouth in buyer--supplier relationships 291
15.6 Problem and conceptual model 291
15.7 Research methods and preliminary results 292
15.8 Discussion 295
15.9 Managerial implications 296
15.10 Conclusion 297
15.11 Appendix: questionnaire 298
15.12 References 299
Chapter 16 Governance and Strategy of French Wine Cooperatives and
Cooperative Federations for Export 303
Louis-Antoine SAISSET and Iciar PAVEZ
16.1 Introduction 303
16.2 Wine cooperatives: specificities and weight in the French wine sector
304
16.3 Developments in the French wine cooperative sector: downstream
strategies and governance modes 308
16.4 Export strategies of French wine cooperatives and wine cooperative
federations 311
16.5 Conclusion 319
16.6 References 320
Conclusion 323
Paul AMADIEU, Hervé HANNIN, Carole MAUREL and Foued CHERIET
List of Authors 327
Index 331
Foued Cheriet is Full Professor of International Strategy and Marketing Applied to Wine at the Institut Agro Montpellier and a member of the Institute for Higher Education in Vine and Wine, France.
Carole Maurel is Associate Professor at the University of Montpellier - Montpellier Management Institute and a member of the MRM laboratory and Labex Entreprendre, France.
Paul Amadieu is Associate Professor at the University of Montpellier - Montpellier Management Institute and a member of the MRM laboratory and Labex Entreprendre, France.
Hervé Hannin is Research Engineer at the Institut Agro Montpellier, Director of the Chaire d'entreprises Vigne et Vin, and Director of Development at the Institute for Higher Education in Vine and Wine, France.
