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Key factors of success in today's wine sector

Pierre Mora (Bordeaux School of Management, Wine Market and Marketing Laboratory, Talence, France)

International Journal of Wine Marketing

ISSN: 0954-7541

Article publication date: 1 May 2006

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Abstract

Purpose

For several years now, Bordeaux's vineyards have suffered from what would appear to be an interminable crisis. Some analysts view overproduction as the cause. Others blame the product Bordeaux puts out, decrying its lack of adaptation to new consumer expectations. What is true is that Bordeaux producers do not tend to spontaneously adopt a market orientation. However, faced with a dilemma that seems to be getting worse and worse, many are starting to seek their salvation in marketing. The purpose of this paper is to address these issues.

Design/methodology/approach

The present article uses a series of case studies covering regions outside of Bordeaux to find concrete answers to these questions. As a methodology, these case studies have been used to illustrate different ways to develop production and sales.

Findings

Consolidating the production, increasing the sales forces efforts, reducing the number of intermediaries between production and consumption, maintaining a niche position on the global market are one of the main findings of this paper and practical implication.

Research limitations/implications

Using case studies and not quantitative approach represents both limits of the approach and innovative methodology that permits rich comparison with local practices.

Originality/value

Analyzes a local crisis thanks to external case studies.

Keywords

Citation

Mora, P. (2006), "Key factors of success in today's wine sector", International Journal of Wine Marketing, Vol. 18 No. 2, pp. 139-149. https://doi.org/10.1108/09547540610681112

Publisher

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Emerald Group Publishing Limited

Copyright © 2006, Emerald Group Publishing Limited