Wine Management and Marketing, Volume 2 : Responses of the Industry to Crises and New Expectations

• Autore: Cheriet Foued
• Pubblicazione: Newark : , : John Wiley & Sons, Incorporated, , 2024; ©2024
• Edizione: 1st ed.
• Descrizione fisica: 1 online resource (371 pages)
• Soggetto topico: Wine industry; Marketing
• Altri autori: MaurelCarole AmadieuPaul HanninHerve
• Nota di contenuto: Cover -- Title Page -- Copyright Page -- Contents -- Foreword -- Introduction -- Part 1 Strategies, Regulations and Finance -- Chapter 1 Inventories in the Wine Sector: A Strategic Question -- 1.1. Introduction -- 1.2. Inventories in the wine sector: definition, determinants and implications -- 1.2.1. Inventories and wines -- 1.2.2. Determinants of wine inventories -- 1.2.3. Consequences of wine inventory management -- 1.3. Exploratory study on inventory management in the wine sector -- 1.3.1. Methodology and data -- 1.3.2. Description of interviews -- 1.4. Results -- 1.4.1. Determinants of wine inventories -- 1.4.2. Wine inventory management and strategic and financial effects -- 1.5. Discussion -- 1.6. Conclusion -- 1.7. Appendix -- 1.8. References -- Chapter 2 Is It Odd to Leverage Data Analytics in SMEs? A Study on Marketing and Innovation Practices -- 2.1. Introduction -- 2.2. Major digital trends among SMEs -- 2.2.1. Digital transformation and its impact on business management -- 2.2.2. Big Data and data analytics technologies -- 2.3. SME craze for Big Data: applicability in the manufacturing and agricultural sectors -- 2.3.1. Challenges around digital data in SMEs: the wine sector case -- 2.3.2. Digital data and analytical tools in wine SMEs -- 2.4. Uses of data analytics in marketing and innovation in SMEs -- 2.4.1. Improving customer knowledge, marketing strategy and personalization. -- 2.4.2. Developing incremental and radical innovation through data analytics -- 2.4.3. Prediction and crisis adaptability -- 2.5. Conclusion -- 2.6. References -- Chapter 3 What is the Cost of a Hectare of Vines? Financial Value Versus Emotional Value: The Petrus Case -- 3.1. Introduction -- 3.2. Valuation of Petrus -- 3.2.1. A record value per hectare -- 3.2.2. Acquisition of a stake -- 3.3. Stakeholders' motivations -- 3.3.1. On the transferor's side. ; 3.3.2. On the buyer's side -- 3.4. Valuation dimensions -- 3.4.1. Relevance of financial value -- 3.4.2. Emotional value -- 3.5. Price, resulting from a combined value -- 3.5.1. Price and intrinsic value -- 3.5.2. Negotiated price -- 3.6. Consequences of such transactions -- 3.7. Conclusion -- 3.8. References -- Chapter 4 Evolution of French Wine Companies in the Global Landscape -- 4.1. Introduction -- 4.2. France in the world wine trade: a contested place? -- 4.2.1. A globalization of the wine market in two or three stages? -- 4.2.2. France, a leader threatened or overwhelmed? -- 4.3. Metamorphosis of the global consumer -- 4.3.1. Shift in global wine consumption out of Europe -- 4.3.2. Typical profile of the average consumer in the 20th and 21st centuries -- 4.4. Disruption of the international business environment -- 4.4.1. The rise of protectionism: from tariff barriers… -- 4.4.2. …to nontariff barriers -- 4.4.3. Distance barriers -- 4.5. Conclusion -- 4.6. References -- Part 2 Marketing -- Chapter 5 Storytelling and Narration of Authenticity: The Case of New Winemakers in Saint-Chinian -- 5.1. Introduction -- 5.2. Different uses of storytelling -- 5.2.1. Narrative structure and narrative engagement -- 5.2.2. Building a narrative identity -- 5.2.3. Different forms of authenticity in stories -- 5.3. The Saint-Chinian case -- 5.3.1. Introducing the case: narratives from emerging winemakers -- 5.3.2. Identifying as a winemaker through geographical authenticity -- 5.3.3. Developing procedural authenticity -- 5.3.4. Narrating biographical authenticity -- 5.4. Conclusion -- 5.5. References -- Chapter 6 Communication and the Évin Law Relaxation: Exploring the Potential Benefits of Imagining Instructions -- 6.1. Introduction -- 6.2. Wine market: economic issues, consumption structures and managerial levers. ; 6.2.1. A market that is now more challenging commercially -- 6.2.2. Necessary marketing with constraints: a closer look at the Évin law -- 6.2.3. Lawful and promising use of mental imagery -- 6.3. Mental imagery: a close-up of its characteristics and how to use it wisely -- 6.3.1. General characteristics and applications of mental images in marketing -- 6.3.2. Advertising and the Évin law: suggest rather than show, the Bordeaux wine example -- 6.4. Conclusion -- 6.5. References -- Chapter 7 Determining the Value of Organic Options through Willingness to Pay -- 7.1. Introduction -- 7.2. Consumers' willingness to pay for organic wine -- 7.2.1. Definition of WTP -- 7.3. Personal determinants of WTP -- 7.3.1. Personal values and WTP -- 7.3.2. WTP as behavioral intention -- 7.4. Empirical analysis of WTP -- 7.4.1. Observation of consumer preferences and WTP -- 7.4.2. Study field and sample -- 7.5. Study 1: WTP determinants -- 7.5.1. Personal values and behavioral attitude -- 7.5.2. Structural model of WTP -- 7.6. Study 2: indirect WTP measurement -- 7.6.1. Protocol -- 7.6.2. Econometric estimation model -- 7.7. Study 3: direct and incentive measurement of WTP -- 7.7.1. Wine selection -- 7.7.2. Protocol -- 7.7.3. Organic attribute and sensory evaluation -- 7.7.4. Evaluation of perceived quality -- 7.7.5. WTP evaluation before and after tasting -- 7.8. Conclusion -- 7.9. References -- Chapter 8 International Comparison of Adverts for a French Champagne: A Necessary Legal and Cultural Adaptation -- 8.1. Introduction -- 8.2. Semiotic analysis of adverts -- 8.3. One champagne, two campaigns -- 8.3.1. Campaign for China (2022) -- 8.3.2. International campaign (excluding China and France) (2011) -- 8.4. M& -- C advert for France taken in the veins of the Évin Law: a way out -- 8.5. M& -- C, an exemplary use of semiotics in marketing -- 8.6. Conclusion. ; 8.7. References -- Part 3 Collective Strategy and Terroir -- Chapter 9 Wine Terroirs and Collective Images of Wines: The Beaujolais Rosé Case, Failure or Potential? -- 9.1. Introduction -- 9.2. The vineyard's feedback -- 9.2.1. Producers -- 9.2.2. Wine research center -- 9.2.3. Interprofessional organization -- 9.2.4. Marketers -- 9.3. Consumers' feedback -- 9.3.1. Survey type -- 9.3.2. Results -- 9.4. Terroir Manager's feedback -- 9.4.1. A strategic offering -- 9.4.2. An offering strategy -- 9.5. Conclusion -- 9.6. References -- Chapter 10 Collective Strategies and Positioning: The Case of the Loire Volcanique Initiative -- 10.1. Introduction -- 10.2. Collective positioning in the wine sector -- 10.2.1. Positioning: an existential strategic question -- 10.2.2. Approaches to building collective positioning in the wine sector -- 10.2.3. Determinants of collective positioning in the wine sector in France -- 10.3. Study background and approach -- 10.3.1. Presentation of the vineyards of Massif Central -- 10.3.2. Study background and objectives -- 10.3.3. Methodological approach: data collection and analysis -- 10.4. Results and discussion: from four small vineyards looking for collective positioning to Loire Volcanique wines -- 10.4.1. Dynamics of co-construction of collective positioning -- 10.4.2. Virtues of a co-constructed collective strategy: legitimacy, ownership and leadership -- 10.5. Conclusion -- 10.6. Appendices -- 10.6.1. Appendix 1. Summary of survey results -- 10.6.2. Appendix 2. Conclusion of the research-accompaniment work and suggested/desired positioning -- 10.6.3. Appendix 3. Communication materials. Loire Volcanique press kit (August 2022) -- 10.7. References -- Chapter 11 Research and Training, Factors of Competitiveness and Adaptation: The Montpellier Vine and Wine Cluster Case -- 11.1. Introduction. ; 11.2. Research, training and innovation: conditions for the competitiveness and adaptation of new and old vineyards -- 11.2.1. Development of wine clusters in new wine-growing countries -- 11.2.2. Analysis of wine clusters in France: a new French paradox? -- 11.2.3. Towards innovation ecosystems to adapt to environmental and climate change challenges -- 11.3. The Montpellier research and training center and the transformation of Languedoc viticulture -- 11.3.1. Legacy: a corporate organization defending table wine, supported by the Montpellier School of Agriculture -- 11.3.2. Research and training during the reconversion and fragmentation of the Languedoc vineyard (1976-2000) -- 11.3.3. A vine and wine cluster in Languedoc relaunched by educational and research institutes (2000-2014) -- 11.3.4. Towards building an innovation ecosystem to support the adaptation of a plural viticulture -- 11.4. Conclusion -- 11.5. References -- Chapter 12 Regional Wine Brands and Wine Brotherhoods: What Synergy to Promote Wine and Wine Tourism? -- 12.1. Introduction -- 12.2. Literature review -- 12.2.1. Bacchic societies: origin and roles -- 12.2.2. The regional wine brand -- 12.3. Methodology -- 12.3.1. Context -- 12.3.2. Data collection -- 12.4. Results -- 12.4.1. Case study 1: CSE brand image -- 12.4.2. Case study 2: Alsace wines brand image -- 12.5. Summary of results -- 12.6. Discussions and recommendations -- 12.6.1. Tradition versus innovation -- 12.6.2. Prestige and heritage -- 12.6.3. Diversity of wines and targets: a strength or a weakness? -- 12.6.4. International -- 12.7. Conclusion -- 12.8. Acknowledgments -- 12.9. References -- Part 4 International Context -- Chapter 13 Perception of Imported Wines by African Consumers: Where do Bordeaux Wines Stand? -- 13.1. Introduction -- 13.2. Attitude of African consumers and wine market in Africa. ; 13.2.1. Attitude of African consumers.
• Sommario/riassunto: This book, 'Wine Management and Marketing 2', addresses the wine industry's strategies and responses to crises and evolving expectations. It explores inventory management, data analytics in SMEs, and the financial versus emotional valuation of vineyards. The text is designed for professionals and scholars in the wine industry, providing insights into business strategies, digital trends, and market dynamics. The authors aim to inform readers about managing wine businesses effectively amidst challenges and opportunities.
• Titolo autorizzato: Wine Management and Marketing, Volume 2
• ISBN: 9781394302208; 1394302207; 9781394301072; 1394301073
• Formato: Materiale a stampa
• Livello bibliografico: Monografia
• Lingua di pubblicazione: Inglese
• Record Nr.: 9910876797803321
• Lo trovi qui: Univ. Federico II