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We analyze how institutional persistence unfolds. Building on an historical analysis of 3,307 bottle labels in the Bordeaux wine community, France, between 1924 and 2005, we find that the persistence of a chateau tradition requires considerable effort at maintenance. Instead of greater compression and taken-for-grantedness, we propose that expansion along multimodal carriers provides a marker of a deepening institutionalization. We underscore the role of community organizations in enabling a wine tradition to persist. The implications of our findings for institutional theory and multimodality research are discussed.

The paper reports on a study of marketing approaches adopted by different categories of wine producer in the Sainte Foy Bordeaux region in south‐west France. Market conditions for many French producers have been deteriorating, with falling consumption in the main markets and growing competition from the new wine regions. Even with the world‐famous name “Bordeaux” on the label, a much more active marketing stance is becoming essential. One possible marketing response by producers is to develop strong branding. Several possible dimensions for individual branding can be identified, including the individual chateau name, the AOC marking, the type of wine, the grape variety used, whether or not the wine is organically grown and the vintage. In developing and maintaining these brand identities, producers have to integrate collective marketing efforts, such as promotional programmes for the local AOC marking, with individual marketing programmes for their own brands.

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.

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.

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.

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

Analyzes a local crisis thanks to external case studies.

As far as lasting of the great Bordeaux wines is concerned, each critic needs to identify his specificity if he is to maintain or increase market share. History shows, however, that each new critic has had to position himself in relation to the market leader, namely the American wine critic Robert Parker. The question of whether or not the differences in evaluation are real or simply part of the critics’ grading strategy can thus be raised. To illustrate this we shall examine the results of Dubourdieu and Parker's evaluation.

We define diffusion as the spread of something within a social system. Diffusion is the most general and abstract term, and it embraces such processes as contagion, mimicry, social learning, organized dissemination, etc. (Strang & Soule, 1998). While the home territory of diffusion is innovation (see Rogers, 2003 for an authoritative review), more recent macro-diffusion research has developed, based on social movement and institutionalization arguments (Ansari, Fiss, & Zajac, 2010; Wejnert, 2002).

Working from the example of two of the main players in the Aquitaine wine sector; the co‐operatives and the wine merchants, the aim of this paper is to analyse the nature of strategic operations from the point of view of the concentration process taking place in the Bordeaux‐Aquitaine region.

After providing a theoretical framework about the industrial cluster and its strategic operations in the area of consolidation, the paper provides descriptive and quantitative data, collected from in‐depth interviews; surveys conducted by the authors; and secondary sources.

This paper provides both qualitative and quantitative evidence to prove that a number of collaborative approaches have been adopted in the region. It highlights the fact that these players are now more willing to respond to the conditions of a new competitive environment, and consequently to consider new strategic approaches.

The present paper, contrary to these received ideas, demonstrates that the Aquitaine wine value chain is undergoing deep restructuring process. With the spotlight focused on producing a size effect on the sector through concentration, the paper examines in greater detail what this process really is. It is not limited to size objectives as it commits the players to thorough production and market changes. This led to concentration operations being analysed in terms of strategic changes, notably with regard to the margin for manoeuvre that the players are meant to design and develop.

In this paper, the authors argue that fine wines can be considered art and as such can be awarded luxury status. The authors discuss the processes of artification, through which such wines are recognized as art (Shapiro and Heinich, 2012), and heritagization, in which the cultural differentiation implicit in the concept of terroir (the various elements of a microclimate that contribute to a wine's specific attributes) connects a wine to its history and provenance. The investigation focuses specifically on fine wines from Bordeaux and Burgundy, which are renowned worldwide for their depth and flavors. What traits are intrinsic to the definition of art, and what social processes culminate in transforming an entity from nonart to art?

It is a conceptual paper that requires blending several viewpoints to present the authors’ own viewpoints.

This study aims to address the above questions and argues that fine wines, as a source of aesthetic pleasure, are themselves an art form.

The implications for producers of fine wines and other artisanal products seeking to elevate brand awareness are discussed.

The findings of this study are of interest to wine scholars as well as wineries. They provide evidence as to how artification occurs.

While there are papers that address the issue of artification and heritagization individually, the authors bring to bear the importance of both concepts on specific wine regions in France: Burgundy and Bordeaux.

Throughout the world the police have undergone considerable criticism for a lack of transparency and accountability. Many police agencies across the world have been grappling with how to improve transparency and accountability, as well as public acceptance of the police, most especially in minority and immigrant communities, which are the places where aggressive police tactics are often most visible.

This chapter considers policing in Boston, United States, and Bordeaux, France, framed by a three-part medical intervention model. The central thesis here is that in their quest to shed their other social support roles or in undercounting and undervaluing such efforts the police lose an opportunity to reframe the police legitimacy discussion. While issues of police legitimacy have been predominantly framed as fair treatment at the point of being stopped, admonished, arrested, or detained, much of what the police do to actually support communities is not much accounted for in the present legitimacy discourse.

Our preliminary findings suggest that public contact with the police goes well beyond issues of crime. Individuals and communities use the police for preventing harm, responding to a wide array of needs and for mitigating harm and fear, all of which help frame public opinion toward the police and hence shape the level of legitimacy accorded the police.

Analysis of police data from Boston and impressions from a developing effort in Bordeaux consider how the police are organized and what they do in these very different cultures, thereby broadening the conception and measurement of police efforts that support or detract from legitimacy.

The brand identity–image gap is a well-known marketing field. However, very little academic work has been done within the wine industry regarding collective brands. With the aim of filling this gap, this paper analyzes and describes the relationship between identity and the image of Bordeaux wines. It is intended as a collective wine brand.

From a positivist–functionalist perspective, a 45-question survey has been administered online to N = 53 internal brand operators (winery owners or managers) and to N = 655 external consumers (mainly focusing on 18–25 year-old segment). Nonprobabilistic sampling techniques have been used. Questions were structured within a semantic opposition.

Data analysis has shown that the nine-dimension model (physical, personality, culture, self-image, reflection, relationship, positioning, vision and heritage) is capable of collecting a richer and more pertinent set of information concerning the brand identity; statistically significant gaps have been found in 25 out of 45 items; counterintuitively, the consumers have a very different opinion about the brand compared with existing ideas. Direct implications are that internal brand operators may suffer from imposter syndrome; information asymmetry may play a central role in brand perception; and the brand lacks symbolic and inspirational functions.

Providing an original model to analyze and evaluate the brand identity–image gap, specifically adapted for collective wine brands, this work contributes to the literature by increasing the knowledge about brand identity issues.