Wine Management and Marketing Opportunities for Companies and Challenges for the Industry

Foued Cheriet is Associate Professor of Strategy and International Food Marketing at Montpellier SupAgro and a member of the MOISA Joint Research Unit (UMR 110 MOISA) in France. His research focuses on the agri-food sector in the Mediterranean. He is also the author of numerous journal articles on strategic alliance issues and conflicts, and interorganizational relationships.Carole Maurel is Associate Professor in Corporate Finance and International Business at the Montpellier Management Institute, University of Montpellier, France, and a member of Montpellier Research in Management (MRM). She is specialized in the agri-food and wine industry and her research focuses on SMEs internationalization.Paul Amadieu is Associate Professor at the Montpellier Management Institute where he teaches Accounting and Financial Analysis. In the MRM laboratory, he carries out his research on the financial performance of companies. This has found a particular application in the wine sector through study of the performance of intangible investments and the ability of cooperatives to withstand crises.Hervé Hannin is an Agricultural Engineer, Doctor in Agricultural Economics and Director of Development at the Institute for Higher Education in Vine and Wine (IHEV) at Montpellier SupAgro. A researcher at UMR MOISA, he studies strategic foresight for the vine-wine sector and its major transitions – particularly climate change – as part of INRAE’s LACCAVE program.

• Foreword xiiiJean-Pierre COUDERCIntroduction xviiHervé HANNIN and Foued CHERIETPart 1. Business Strategy Applied to Wine 1Chapter 1. Land Strategies and Installation in Viticulture 3Etienne MONTAIGNE and Samson ZADMEHRAN1.1. Introduction 31.2. Issues and legal forms of installation 41.2.1. Issues of installation: the decline of the winegrowing population 41.2.2. The legal forms of land and agricultural enterprises: from the individual to the collective 51.2.3. The number of employees and the dynamics of company forms 61.3. The price of vineyard land 71.3.1. Market trends 71.3.2. Understanding the price of vineyard land 71.4. Regulations and installation aids 111.4.1. Installation regulations 111.4.2. Support for the installation of young farmers 111.4.3. Organizations supporting installation 131.4.4. Financial assistance for installation 131.4.5. Financing the installation 141.4.6. The GFV: the “Canada Dry” of crowdfunding? 161.5. Land policy 171.5.1. Land legislation 181.5.2. SAFER in viticulture 191.6. From planting rights to planting authorizations: the new constraints of the wine CMO 201.6.1. Evolution of European regulations and misappropriation of reputation 201.6.2. Range, limitation and misappropriation of reputation 211.6.3. The Cognac controversy: legislative adjustment, limits and vultures 221.7. What is a successful installation? 231.8. Conclusion 231.9. References 24Chapter 2. The French Vineyard in the Face of Climate Change: Developing an Adaptation Strategy Based on Prospective Scenarios 27Hervé HANNIN, Jean-Marc TOUZARD, Patrick AIGRAIN, Benjamin BOIS, Françoise BRUGIÈRE, Eric DUCHÊNE, Inaki GARCIA DE CORTAZAR-ATAURI, Jacques GAUTIER, Eric GIRAUD-HERAUD, Roy HAMMOND and Nathalie OLLAT2.1. Introduction 272.2. The consequences of climate change for French viticulture 292.3. A first step: an original prospective method 302.3.1. Methodology 302.3.2. Results: scenarios, from paths to adaptation strategies 342.4. A second step: mobilizing professional actors towards strategic decisions and proposals for action 352.4.1. Methodology 352.4.2. Results achieved 372.5. Applications and perspectives: from participatory science to action at several scales – towards the definition of a national strategy 422.6. Conclusion 442.7. References 44Chapter 3. Coopetition in the Wine Sector 47Julien GRANATA and Franck DUQUESNOIS3.1. Introduction 473.2. History of coopetition in the wine sector 483.2.1. Coopetition from the Sumerian period and during Antiquity 483.2.2. The structuring of the wine sector in France 503.2.3. Organizational innovations in the wine sector 513.3. Illustrations of coopetition strategies in the wine sector 533.3.1. Coopetition among the Pic Saint-Loup winegrowers 533.3.2. The effects of coopetition on sustainable development: the cases of the Waipara cluster in New Zealand and of winegrowers in sustainable development in France 553.3.3. International coopetition within major wine groups 553.4. Conclusion 593.5. References 59Chapter 4. Innovation in Small Wine Cooperatives 61Valérie CECCALDI4.1. How can we manage innovation in small wine cooperatives? The mechanism developed by a regional French cellar 614.1.1. Introduction 614.1.2. Managerial innovation, a possible management system for wine cooperatives 624.1.3. The workings of a mechanism resulting from the particularities of the wine sector 644.1.4. Description of the main stages of the whirlwind mechanism deployed by the small cooperative cellar 674.1.5. An operational framework boosted by the manager’s learning 704.1.6. Conclusion 734.2. References 74Part 2. International Management and Wine 77Chapter 5. 10 Years of Academic Research on Wine Exports is a Must! – A Bibliographical Review of Publications 79Foued CHERIET and Carole MAUREL5.1. Introduction 795.1.1. Context and objectives of the bibliographic retrospective: export, wine and SMEs 805.2. Methodology and description of the sample 845.2.1. Approach and selection of publications 845.2.2. Description of the sample of selected publications 865.3. Results obtained and discussion 875.3.1. Characterization of export, wine, SME publications 875.3.2. Main lessons, discussion and proposals 885.4. Conclusion: summary, limitations and research perspectives 915.5 References. 92Chapter 6. Trading Policy, Export Strategy and Performance 95Ludivine DUVAL and Jean-Laurent VIVIANI6.1. Introduction 956.2. Strategic alignment for better performance 976.3. Empirical study 996.3.1. Control variable 1016.3.2. Independent variable: product adaptation 1016.3.3. Moderating variable: the export strategy 1026.3.4. Dependent variable: export performance 1026.4. Results 1056.5. Discussion and conclusion 1076.6. References 108Chapter 7. Creation and Development of Wine Markets by Les Grands Chais de France in Africa 111Franck DUQUESNOIS, Vincent VOISIN and Laure DIKMEN7.1. Introduction 1117.2. Theoretical foundations 1127.2.1. The creation of new markets through the breakthrough strategy 1127.2.2. The creation of new markets through the “bottom of the pyramid” strategy 1137.3. Methodological approach and case study 1157.3.1. Methodological system 1157.3.2. Presentation of Les Grands Chais de France and its evolution 1167.4. Analysis of results and discussions 1177.4.1. Does GCF adopt a breakthrough strategy to develop and create new markets in Africa? 1177.4.2. Does GCF adopt a “bottom of the pyramid” strategy to develop and create new markets across Africa? 1207.5. Conclusions, limitations and managerial implications 1227.6. References 124Part 3. Finance Applied to Wine 127Chapter 8. Characterizing the Financial Situation of French Winegrowing Operations 129Magali AUBERT and Geoffroy ENJOLRAS8.1. Introduction 1298.2. Methodology and data used 1328.3. Analysis of the financial structure of winegrowing operations 1348.3.1. The trade-off between equity and debt 1348.3.2. Financial balance, cash flow and investments 1368.4. Analysis of the activity of winegrowing operations 1398.4.1. Gross production and sales 1398.4.2. Formation of the result 1408.4.3. Performance analysis 1418.4.4. Operational risk management 1448.5. Conclusion 1468.6. References 146Chapter 9. Sustainability of Wine Cooperatives 149Justine VALETTE and Paul AMADIEU9.1. Introduction 1499.2. Cooperative versus non-cooperative businesses, which are most likely to continue? 1519.3. Sustainability in the French wine sector, an empirical study 1529.4. Mechanisms behind the sustainability of French wine cooperatives 1569.5. Discussion 1579.6. References 159Chapter 10. Governance and Performance of Wine Cooperatives: The Case of Languedoc-Roussillon 161Louis-Antoine SAISSET10.1. Introduction 16110.2. The French wine cooperative sector in full transition 16310.3. The specific governance of agricultural and winegrowing cooperative enterprises 16510.3.1. Founding principles that go beyond the traditional shareholder framework 16510.3.2. The different dimensions of cooperative governance 16710.4. The financial performance of wine cooperatives: an original approach 16810.4.1. The need for a specific financial approach 16810.4.2. A multidimensional measurement with adapted indicators 17010.5. Interactions between governance and performance of wine cooperatives in Languedoc-Roussillon 17210.5.1. The model and sample studied 17210.5.2. The three dimensions of governance of wine cooperatives 17410.6. Conclusion 18110.7. References 182Part 4. Marketing and Communication in Viniculture 185Chapter 11. Label Graphic Design as a Tool for Wine Brand Positioning 187Josselin MASSON, Karine GARCIA and Franck CELHAY11.1. The graphic design of the label as a vector of meaning: a semiotic approach 18811.2. The existence of categorical visual codes for wine labels 19011.3. How do we identify and interpret these categorical visual codes? 19111.3.1. Content analysis 19111.3.2. Semiotic analysis as a tool for interpreting categorical visual codes 19111.4. The categorical visual codes of the wine label 19211.5. Wine label storytelling 19211.6. Semiotic analysis, a fruitful method for researchers and marketing professionals 19611.7. Appendix 1 19811.8. Appendix 2 19911.9. References 200Chapter 12. Wine in French Cinema: The “Loi Évin”, Communication and Placement 203Foued CHERIET12.1. Introduction 20312.2. Product placement in cinema: economic issues, image issues and a long, uncertain regulatory framework 20412.3. The loi Évin, communication and placement of wine in the cinema 20812.4 Methodological approach: film selection and data processing 21312.5. Main results and discussion 21512.6. Conclusion, limitations and perspectives 21912.7. Appendix 22012.8. References 22212.9. Other documents and webography 224Chapter 13. Marketing and Export Approach for French Wines: The Case of LGI Wines 225Foued CHERIET13.1. Introduction 22513.2. Wine in France: key figures, specificities and global trends 22613.3. France, a major player in the international wine trade 22813.4. Supply marketing versus demand marketing for wine: what are the differences? 23113.5. Methodological approach and presentation of LGI Wines 23513.6. LGI Wines’ atypical model in the French wine landscape 23613.7. What are the prospects for LGI Wines? 23813.8. Conclusion and implications 24013.9. Appendix: Interview with Mr Cédric Duquenoy (Export Director, LGI Wines) 24013.10. References 242Conclusion 245Paul AMADIEU, Foued CHERIET, Hervé HANNIN and Carole MAURELList of Authors 253Index 257