Wine Management and Marketing, Volume 2

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.

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, Françoise 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-François 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-François 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 vineyard’s feedback 152

9.3 Consumers’ feedback 158

9.4 Terroir Manager’s 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