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 xvPatrick AIGRAINIntroduction xixHervé HANNIN, Carole MAUREL, Foued CHERIET and Paul AMADIEUPart 1 Strategies, Regulations and Finance 1Chapter 1 Inventories in the Wine Sector: A Strategic Question 3Carole MAUREL, Françoise PIERROT and Foued CHERIET1.1 Introduction 31.2 Inventories in the wine sector: definition, determinants and implications 51.3 Exploratory study on inventory management in the wine sector 111.4 Results 131.5 Discussion 171.6 Conclusion 181.7 Appendix 191.8 References 20Chapter 2 Is It Odd to Leverage Data Analytics in SMEs? A Study on Marketing and Innovation Practices 23Théo JUSTY, Estelle PELLEGRIN-BOUCHER, Julien GRANATA and Denis LESCOP2.1 Introduction 232.2 Major digital trends among SMEs 252.3 SME craze for Big Data: applicability in the manufacturing and agricultural sectors 282.4 Uses of data analytics in marketing and innovation in SMEs 322.5 Conclusion 362.6 References 37Chapter 3 What is the Cost of a Hectare of Vines? Financial Value Versus Emotional Value: The Petrus Case 39Gérard HIRIGOYEN and Pascale WEBER3.1 Introduction 393.2 Valuation of Petrus 413.3 Stakeholders’ motivations 433.4 Valuation dimensions 443.5 Price, resulting from a combined value 463.6 Consequences of such transactions 473.7 Conclusion 483.8 References 51Chapter 4 Evolution of French Wine Companies in the Global Landscape 53Jean-Marie CARDEBAT4.1 Introduction 534.2 France in the world wine trade: a contested place? 544.3 Metamorphosis of the global consumer 594.4 Disruption of the international business environment 654.5 Conclusion 694.6 References 71Part 2 Marketing 73Chapter 5 Storytelling and Narration of Authenticity: The Case of New Winemakers in Saint-Chinian 75Sarah MUSSOL and Yosr BEN TAHAR5.1 Introduction 755.2 Different uses of storytelling 775.3 The Saint-Chinian case 825.4 Conclusion 875.5 References 88Chapter 6 Communication and the Évin Law Relaxation: Exploring the Potential Benefits of Imagining Instructions 91Rémi BRÉHONNET and Jean-François TRINQUECOSTE6.1 Introduction 916.2 Wine market: economic issues, consumption structures and managerial levers 916.3 Mental imagery: a close-up of its characteristics and how to use it wisely 966.4 Conclusion 1046.5 References 105Chapter 7 Determining the Value of Organic Options through Willingness to Pay 107Alvaro CUYA GAVILANO and Jean-François TRINQUECOSTE7.1 Introduction 1077.2 Consumers’ willingness to pay for organic wine 1077.3 Personal determinants of WTP 1097.4 Empirical analysis of WTP 1127.5 Study 1: WTP determinants 1137.6 Study 2: indirect WTP measurement 1167.7 Study 3: direct and incentive measurement of WTP 1197.8 Conclusion 1237.9 References 124Chapter 8 International Comparison of Adverts for a French Champagne: A Necessary Legal and Cultural Adaptation 127Emmanuelle SAUVAGE and Eliane KARSAKLIAN8.1 Introduction 1278.2 Semiotic analysis of adverts 1298.3 One champagne, two campaigns 1308.4 M&C advert for France taken in the veins of the Évin Law: a way out 1388.5 M&C, an exemplary use of semiotics in marketing 1408.6 Conclusion 1458.7 References 145Part 3 Collective Strategy and Terroir 149Chapter 9 Wine Terroirs and Collective Images of Wines: The Beaujolais Rosé Case, Failure or Potential? 151Jérémy ARNAUD9.1 Introduction 1519.2 The vineyard’s feedback 1529.3 Consumers’ feedback 1589.4 Terroir Manager’s feedback 1609.5 Conclusion 1649.6 References 165Chapter 10 Collective Strategies and Positioning: The Case of the Loire Volcanique Initiative 167Foued CHERIET, Hervé HANNIN, Clément ARNAL and Fanny LEPAGE10.1 Introduction 16710.2 Collective positioning in the wine sector 16810.3 Study background and approach 17310.4 Results and discussion: from four small vineyards looking for collective positioning to Loire Volcanique wines 18210.5 Conclusion 18610.6 Appendices 18810.7 References 194Chapter 11 Research and Training, Factors of Competitiveness and Adaptation: The Montpellier Vine and Wine Cluster Case 197Hervé HANNIN and Jean-Marc TOUZARD11.1 Introduction 19711.2 Research, training and innovation: conditions for the competitiveness and adaptation of new and old vineyards 19811.3 The Montpellier research and training center and the transformation of Languedoc viticulture 20311.4 Conclusion 21411.5 References 216Chapter 12 Regional Wine Brands and Wine Brotherhoods: What Synergy to Promote Wine and Wine Tourism? 221Coralie HALLER and Nada MAANINOU12.1 Introduction 22112.2 Literature review 22312.3 Methodology 22512.4 Results 23012.5 Summary of results 23412.6 Discussions and recommendations 23512.7 Conclusion 23812.8 Acknowledgments 23912.9 References 239Part 4 International Context 241Chapter 13 Perception of Imported Wines by African Consumers: Where do Bordeaux Wines Stand? 243Mathieu NLEND-MOMNOUGUI, Jean-Philippe GALAN and Franck DUQUESNOIS13.1 Introduction 24313.2 Attitude of African consumers and wine market in Africa 24513.3 Exploratory study: perception of the international wine supply by African consumers 25113.4 Conclusion 25513.5 Appendix 25613.6 References 256Chapter 14 Health Crisis and Wine Exports: How Should the Missions of Export Managers be Adapted? 261Carole MAUREL and Foued CHERIET14.1 Introduction 26114.2 Analysis of export management using a resource and competence-based approach 26214.3 Crisis context and results of the French wine exports 26314.4 Wine export management tasks 26514.5 Methodological approach 26714.6 Results and effects of the crisis on wine export management 27014.7 Summary of results and discussion 27814.8 Conclusion 28014.9 References 282Chapter 15 Establishing Trust in a B2B Wine Export Relationship in Africa 285Mathieu NLEND-MOMNOUGUI, Franck DUQUESNOIS and Jean-Philippe GALAN15.1 Introduction 28515.2 Trust in business relationships 28615.3 Antecedents of trust in buyer--supplier relationships 28715.4 Commitment to buyer--supplier relationships 29015.5 Word-of-mouth in buyer--supplier relationships 29115.6 Problem and conceptual model 29115.7 Research methods and preliminary results 29215.8 Discussion 29515.9 Managerial implications 29615.10 Conclusion 29715.11 Appendix: questionnaire 29815.12 References 299Chapter 16 Governance and Strategy of French Wine Cooperatives and Cooperative Federations for Export 303Louis-Antoine SAISSET and Iciar PAVEZ16.1 Introduction 30316.2 Wine cooperatives: specificities and weight in the French wine sector 30416.3 Developments in the French wine cooperative sector: downstream strategies and governance modes 30816.4 Export strategies of French wine cooperatives and wine cooperative federations 31116.5 Conclusion 31916.6 References 320Conclusion 323Paul AMADIEU, Hervé HANNIN, Carole MAUREL and Foued CHERIETList of Authors 327Index 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.

• Foreword xvPatrick AIGRAINIntroduction xixHervé HANNIN, Carole MAUREL, Foued CHERIET and Paul AMADIEUPart 1 Strategies, Regulations and Finance 1Chapter 1 Inventories in the Wine Sector: A Strategic Question 3Carole MAUREL, Françoise PIERROT and Foued CHERIET1.1 Introduction 31.2 Inventories in the wine sector: definition, determinants and implications 51.3 Exploratory study on inventory management in the wine sector 111.4 Results 131.5 Discussion 171.6 Conclusion 181.7 Appendix 191.8 References 20Chapter 2 Is It Odd to Leverage Data Analytics in SMEs? A Study on Marketing and Innovation Practices 23Théo JUSTY, Estelle PELLEGRIN-BOUCHER, Julien GRANATA and Denis LESCOP2.1 Introduction 232.2 Major digital trends among SMEs 252.3 SME craze for Big Data: applicability in the manufacturing and agricultural sectors 282.4 Uses of data analytics in marketing and innovation in SMEs 322.5 Conclusion 362.6 References 37Chapter 3 What is the Cost of a Hectare of Vines? Financial Value Versus Emotional Value: The Petrus Case 39Gérard HIRIGOYEN and Pascale WEBER3.1 Introduction 393.2 Valuation of Petrus 413.3 Stakeholders’ motivations 433.4 Valuation dimensions 443.5 Price, resulting from a combined value 463.6 Consequences of such transactions 473.7 Conclusion 483.8 References 51Chapter 4 Evolution of French Wine Companies in the Global Landscape 53Jean-Marie CARDEBAT4.1 Introduction 534.2 France in the world wine trade: a contested place? 544.3 Metamorphosis of the global consumer 594.4 Disruption of the international business environment 654.5 Conclusion 694.6 References 71Part 2 Marketing 73Chapter 5 Storytelling and Narration of Authenticity: The Case of New Winemakers in Saint-Chinian 75Sarah MUSSOL and Yosr BEN TAHAR5.1 Introduction 755.2 Different uses of storytelling 775.3 The Saint-Chinian case 825.4 Conclusion 875.5 References 88Chapter 6 Communication and the Évin Law Relaxation: Exploring the Potential Benefits of Imagining Instructions 91Rémi BRÉHONNET and Jean-François TRINQUECOSTE6.1 Introduction 916.2 Wine market: economic issues, consumption structures and managerial levers 916.3 Mental imagery: a close-up of its characteristics and how to use it wisely 966.4 Conclusion 1046.5 References 105Chapter 7 Determining the Value of Organic Options through Willingness to Pay 107Alvaro CUYA GAVILANO and Jean-François TRINQUECOSTE7.1 Introduction 1077.2 Consumers’ willingness to pay for organic wine 1077.3 Personal determinants of WTP 1097.4 Empirical analysis of WTP 1127.5 Study 1: WTP determinants 1137.6 Study 2: indirect WTP measurement 1167.7 Study 3: direct and incentive measurement of WTP 1197.8 Conclusion 1237.9 References 124Chapter 8 International Comparison of Adverts for a French Champagne: A Necessary Legal and Cultural Adaptation 127Emmanuelle SAUVAGE and Eliane KARSAKLIAN8.1 Introduction 1278.2 Semiotic analysis of adverts 1298.3 One champagne, two campaigns 1308.4 M&C advert for France taken in the veins of the Évin Law: a way out 1388.5 M&C, an exemplary use of semiotics in marketing 1408.6 Conclusion 1458.7 References 145Part 3 Collective Strategy and Terroir 149Chapter 9 Wine Terroirs and Collective Images of Wines: The Beaujolais Rosé Case, Failure or Potential? 151Jérémy ARNAUD9.1 Introduction 1519.2 The vineyard’s feedback 1529.3 Consumers’ feedback 1589.4 Terroir Manager’s feedback 1609.5 Conclusion 1649.6 References 165Chapter 10 Collective Strategies and Positioning: The Case of the Loire Volcanique Initiative 167Foued CHERIET, Hervé HANNIN, Clément ARNAL and Fanny LEPAGE10.1 Introduction 16710.2 Collective positioning in the wine sector 16810.3 Study background and approach 17310.4 Results and discussion: from four small vineyards looking for collective positioning to Loire Volcanique wines 18210.5 Conclusion 18610.6 Appendices 18810.7 References 194Chapter 11 Research and Training, Factors of Competitiveness and Adaptation: The Montpellier Vine and Wine Cluster Case 197Hervé HANNIN and Jean-Marc TOUZARD11.1 Introduction 19711.2 Research, training and innovation: conditions for the competitiveness and adaptation of new and old vineyards 19811.3 The Montpellier research and training center and the transformation of Languedoc viticulture 20311.4 Conclusion 21411.5 References 216Chapter 12 Regional Wine Brands and Wine Brotherhoods: What Synergy to Promote Wine and Wine Tourism? 221Coralie HALLER and Nada MAANINOU12.1 Introduction 22112.2 Literature review 22312.3 Methodology 22512.4 Results 23012.5 Summary of results 23412.6 Discussions and recommendations 23512.7 Conclusion 23812.8 Acknowledgments 23912.9 References 239Part 4 International Context 241Chapter 13 Perception of Imported Wines by African Consumers: Where do Bordeaux Wines Stand? 243Mathieu NLEND-MOMNOUGUI, Jean-Philippe GALAN and Franck DUQUESNOIS13.1 Introduction 24313.2 Attitude of African consumers and wine market in Africa 24513.3 Exploratory study: perception of the international wine supply by African consumers 25113.4 Conclusion 25513.5 Appendix 25613.6 References 256Chapter 14 Health Crisis and Wine Exports: How Should the Missions of Export Managers be Adapted? 261Carole MAUREL and Foued CHERIET14.1 Introduction 26114.2 Analysis of export management using a resource and competence-based approach 26214.3 Crisis context and results of the French wine exports 26314.4 Wine export management tasks 26514.5 Methodological approach 26714.6 Results and effects of the crisis on wine export management 27014.7 Summary of results and discussion 27814.8 Conclusion 28014.9 References 282Chapter 15 Establishing Trust in a B2B Wine Export Relationship in Africa 285Mathieu NLEND-MOMNOUGUI, Franck DUQUESNOIS and Jean-Philippe GALAN15.1 Introduction 28515.2 Trust in business relationships 28615.3 Antecedents of trust in buyer--supplier relationships 28715.4 Commitment to buyer--supplier relationships 29015.5 Word-of-mouth in buyer--supplier relationships 29115.6 Problem and conceptual model 29115.7 Research methods and preliminary results 29215.8 Discussion 29515.9 Managerial implications 29615.10 Conclusion 29715.11 Appendix: questionnaire 29815.12 References 299Chapter 16 Governance and Strategy of French Wine Cooperatives and Cooperative Federations for Export 303Louis-Antoine SAISSET and Iciar PAVEZ16.1 Introduction 30316.2 Wine cooperatives: specificities and weight in the French wine sector 30416.3 Developments in the French wine cooperative sector: downstream strategies and governance modes 30816.4 Export strategies of French wine cooperatives and wine cooperative federations 31116.5 Conclusion 31916.6 References 320Conclusion 323Paul AMADIEU, Hervé HANNIN, Carole MAUREL and Foued CHERIETList of Authors 327Index 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.

• Foreword xvPatrick AIGRAINIntroduction xixHervé HANNIN, Carole MAUREL, Foued CHERIET and Paul AMADIEUPart 1 Strategies, Regulations and Finance 1Chapter 1 Inventories in the Wine Sector: A Strategic Question 3Carole MAUREL, Françoise PIERROT and Foued CHERIET1.1 Introduction 31.2 Inventories in the wine sector: definition, determinants and implications 51.3 Exploratory study on inventory management in the wine sector 111.4 Results 131.5 Discussion 171.6 Conclusion 181.7 Appendix 191.8 References 20Chapter 2 Is It Odd to Leverage Data Analytics in SMEs? A Study on Marketing and Innovation Practices 23Théo JUSTY, Estelle PELLEGRIN-BOUCHER, Julien GRANATA and Denis LESCOP2.1 Introduction 232.2 Major digital trends among SMEs 252.3 SME craze for Big Data: applicability in the manufacturing and agricultural sectors 282.4 Uses of data analytics in marketing and innovation in SMEs 322.5 Conclusion 362.6 References 37Chapter 3 What is the Cost of a Hectare of Vines? Financial Value Versus Emotional Value: The Petrus Case 39Gérard HIRIGOYEN and Pascale WEBER3.1 Introduction 393.2 Valuation of Petrus 413.3 Stakeholders’ motivations 433.4 Valuation dimensions 443.5 Price, resulting from a combined value 463.6 Consequences of such transactions 473.7 Conclusion 483.8 References 51Chapter 4 Evolution of French Wine Companies in the Global Landscape 53Jean-Marie CARDEBAT4.1 Introduction 534.2 France in the world wine trade: a contested place? 544.3 Metamorphosis of the global consumer 594.4 Disruption of the international business environment 654.5 Conclusion 694.6 References 71Part 2 Marketing 73Chapter 5 Storytelling and Narration of Authenticity: The Case of New Winemakers in Saint-Chinian 75Sarah MUSSOL and Yosr BEN TAHAR5.1 Introduction 755.2 Different uses of storytelling 775.3 The Saint-Chinian case 825.4 Conclusion 875.5 References 88Chapter 6 Communication and the Évin Law Relaxation: Exploring the Potential Benefits of Imagining Instructions 91Rémi BRÉHONNET and Jean-François TRINQUECOSTE6.1 Introduction 916.2 Wine market: economic issues, consumption structures and managerial levers 916.3 Mental imagery: a close-up of its characteristics and how to use it wisely 966.4 Conclusion 1046.5 References 105Chapter 7 Determining the Value of Organic Options through Willingness to Pay 107Alvaro CUYA GAVILANO and Jean-François TRINQUECOSTE7.1 Introduction 1077.2 Consumers’ willingness to pay for organic wine 1077.3 Personal determinants of WTP 1097.4 Empirical analysis of WTP 1127.5 Study 1: WTP determinants 1137.6 Study 2: indirect WTP measurement 1167.7 Study 3: direct and incentive measurement of WTP 1197.8 Conclusion 1237.9 References 124Chapter 8 International Comparison of Adverts for a French Champagne: A Necessary Legal and Cultural Adaptation 127Emmanuelle SAUVAGE and Eliane KARSAKLIAN8.1 Introduction 1278.2 Semiotic analysis of adverts 1298.3 One champagne, two campaigns 1308.4 M&C advert for France taken in the veins of the Évin Law: a way out 1388.5 M&C, an exemplary use of semiotics in marketing 1408.6 Conclusion 1458.7 References 145Part 3 Collective Strategy and Terroir 149Chapter 9 Wine Terroirs and Collective Images of Wines: The Beaujolais Rosé Case, Failure or Potential? 151Jérémy ARNAUD9.1 Introduction 1519.2 The vineyard’s feedback 1529.3 Consumers’ feedback 1589.4 Terroir Manager’s feedback 1609.5 Conclusion 1649.6 References 165Chapter 10 Collective Strategies and Positioning: The Case of the Loire Volcanique Initiative 167Foued CHERIET, Hervé HANNIN, Clément ARNAL and Fanny LEPAGE10.1 Introduction 16710.2 Collective positioning in the wine sector 16810.3 Study background and approach 17310.4 Results and discussion: from four small vineyards looking for collective positioning to Loire Volcanique wines 18210.5 Conclusion 18610.6 Appendices 18810.7 References 194Chapter 11 Research and Training, Factors of Competitiveness and Adaptation: The Montpellier Vine and Wine Cluster Case 197Hervé HANNIN and Jean-Marc TOUZARD11.1 Introduction 19711.2 Research, training and innovation: conditions for the competitiveness and adaptation of new and old vineyards 19811.3 The Montpellier research and training center and the transformation of Languedoc viticulture 20311.4 Conclusion 21411.5 References 216Chapter 12 Regional Wine Brands and Wine Brotherhoods: What Synergy to Promote Wine and Wine Tourism? 221Coralie HALLER and Nada MAANINOU12.1 Introduction 22112.2 Literature review 22312.3 Methodology 22512.4 Results 23012.5 Summary of results 23412.6 Discussions and recommendations 23512.7 Conclusion 23812.8 Acknowledgments 23912.9 References 239Part 4 International Context 241Chapter 13 Perception of Imported Wines by African Consumers: Where do Bordeaux Wines Stand? 243Mathieu NLEND-MOMNOUGUI, Jean-Philippe GALAN and Franck DUQUESNOIS13.1 Introduction 24313.2 Attitude of African consumers and wine market in Africa 24513.3 Exploratory study: perception of the international wine supply by African consumers 25113.4 Conclusion 25513.5 Appendix 25613.6 References 256Chapter 14 Health Crisis and Wine Exports: How Should the Missions of Export Managers be Adapted? 261Carole MAUREL and Foued CHERIET14.1 Introduction 26114.2 Analysis of export management using a resource and competence-based approach 26214.3 Crisis context and results of the French wine exports 26314.4 Wine export management tasks 26514.5 Methodological approach 26714.6 Results and effects of the crisis on wine export management 27014.7 Summary of results and discussion 27814.8 Conclusion 28014.9 References 282Chapter 15 Establishing Trust in a B2B Wine Export Relationship in Africa 285Mathieu NLEND-MOMNOUGUI, Franck DUQUESNOIS and Jean-Philippe GALAN15.1 Introduction 28515.2 Trust in business relationships 28615.3 Antecedents of trust in buyer--supplier relationships 28715.4 Commitment to buyer--supplier relationships 29015.5 Word-of-mouth in buyer--supplier relationships 29115.6 Problem and conceptual model 29115.7 Research methods and preliminary results 29215.8 Discussion 29515.9 Managerial implications 29615.10 Conclusion 29715.11 Appendix: questionnaire 29815.12 References 299Chapter 16 Governance and Strategy of French Wine Cooperatives and Cooperative Federations for Export 303Louis-Antoine SAISSET and Iciar PAVEZ16.1 Introduction 30316.2 Wine cooperatives: specificities and weight in the French wine sector 30416.3 Developments in the French wine cooperative sector: downstream strategies and governance modes 30816.4 Export strategies of French wine cooperatives and wine cooperative federations 31116.5 Conclusion 31916.6 References 320Conclusion 323Paul AMADIEU, Hervé HANNIN, Carole MAUREL and Foued CHERIETList of Authors 327Index 331