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Partager le résultat de cette rechercheExplaining regional dynamics of marketing strategies: the experience of the Tuscan wine producers / D. Vergamini in Journal of rural studies, vol. 72 (December 2019)
Titre : Explaining regional dynamics of marketing strategies: the experience of the Tuscan wine producers Type de document : objet à 3 dimensions, artefacts, ... Auteurs : D. Vergamini, Auteur ; G. Brunori ; P. Prosperi ; F. Bartolini, Auteur Année de publication : 2019 Article en page(s) : p. 136-152 Langues : Anglais (eng) Langues originales : Anglais (eng) Catégories : A HISTOIRE - Pays et ensemble de pays:Histoire de l'Europe:Europe occidentale:Italie ; F POPULATIONS - ETUDES DE CAS:Economic development Mots-clés : 10 - INDUSTRIES 10.9 - Vin WINE INDUSTRY INDUSTRIE DU VIN WINES VIN TERRITORIAL MARKETING MARKETING TERRITORIAL PROTECTED GEOGRAPHICAL INDICATION INDICATION GEOGRAPHIQUE PROTEGEE SMALL FARMS PETITE EXPLOITATION AGRICOLE MEDIUM SIZE FARMS EXPLOITATION AGRICOLE MOYENNE DEVELOPPEMENT ECONOMIQUE PROTECTED DESIGNATION OF ORIGIN APPELLATION D'ORIGINE PROTEGEE CERTIFICATION CERTIFICATION QUALITY LABELS LABEL DE QUALITE REGIONAL PRODUCT PRODUIT REGIONAL MARKETING CHANNELS CIRCUIT DE COMMERCIALISATION TOSCANA TOSCANA ITALY Résumé : In a traditional wine region such as Tuscany (Italy), the wine production is perceived by several industry players as weak and fragmented because it is mainly managed by small and medium-sized wineries that have limited market power compared to large companies and distributors. In this paper, we hypothesise that this problem was influenced - in a period of strong market growth - by producers' choices that underestimated the impact of several external forces (e.g. competition, changes in demand and regulation) and promoted strategies without considering their combination with key context-specific physical, structural and socio-cultural factors. The study investigates the origin of these marketing strategies confronted with the contested fragmentation, exploring both current and future trends of the wine market in Tuscany. The objective is to provide a better understanding on how the combinations between these factors and firm's activities define regional settings in which the different strategies are developed and how these settings can be used to promote more effective and calibrated strategies towards greater economic sustainability of the sector. The focus is to understand the nature and the dynamics of interlinkages between the adoption of quality-based differentiation strategies, the diversification of marketing channels, and their regional and local determinants. We adopt a mixed quantitative and qualitative research approach composed of an analytical framework, an econometric analysis, and interviews with wine producers. First, the method provides a conceptual framework to understand the interlinkages between producers' strategies and local and regional determinants. Then, the winery decision-making process is modelled through a two-by-two differentiation strategy model that represents the wineries' decision towards the adoption of PDO/PGI appellation or organic certification in relation with the choice of distribution channels. Through the reciprocal of the Herfindahl-Hirschman Index (HHI−1) - calculated on alternative marketing strategies – we verified the extent of diversification of sale channels under the different quality choices (i.e. PDO/PGI and organic or without them). Then, the determinants of the choice of distribution channels were quantified by applying a censored regression model and the results were elaborated and discussed in the light of 32 producers' interviews. The main trend highlights the fragmentation of wine production that has been determined by the differentiation model adopted by the regional producers. The results confirm a great divide in strategies between those producing quality wines and those who do not: on the one hand being mainly involved in PDO/PGI or organic certification positively affects the choice of multiple distribution channels; on the other hand, those who are not involved in quality labels have concentrated their production in a restricted number of marketing channels. The analysis shows that different producers' strategies have been influenced by the interaction between structural factors, farm characteristics and terroir in response to external changes. It also reveals a transformation process in progress that involves the concentration of the supply chain. Producers are promoting greater consolidation and reassembling of the production through new producer networks and associations that aim to reduce the fragmentation and related weakness with new common strategies. En ligne : https://doi.org/10.1016/j.jrurstud.2019.10.006 Permalink : https://cs.iut.univ-tours.fr/index.php?lvl=notice_display&id=248137
in Journal of rural studies > vol. 72 (December 2019) . - p. 136-152[article] Explaining regional dynamics of marketing strategies: the experience of the Tuscan wine producers [objet à 3 dimensions, artefacts, ...] / D. Vergamini, Auteur ; G. Brunori ; P. Prosperi ; F. Bartolini, Auteur . - 2019 . - p. 136-152.
Langues : Anglais (eng) Langues originales : Anglais (eng)
in Journal of rural studies > vol. 72 (December 2019) . - p. 136-152
Catégories : A HISTOIRE - Pays et ensemble de pays:Histoire de l'Europe:Europe occidentale:Italie ; F POPULATIONS - ETUDES DE CAS:Economic development Mots-clés : 10 - INDUSTRIES 10.9 - Vin WINE INDUSTRY INDUSTRIE DU VIN WINES VIN TERRITORIAL MARKETING MARKETING TERRITORIAL PROTECTED GEOGRAPHICAL INDICATION INDICATION GEOGRAPHIQUE PROTEGEE SMALL FARMS PETITE EXPLOITATION AGRICOLE MEDIUM SIZE FARMS EXPLOITATION AGRICOLE MOYENNE DEVELOPPEMENT ECONOMIQUE PROTECTED DESIGNATION OF ORIGIN APPELLATION D'ORIGINE PROTEGEE CERTIFICATION CERTIFICATION QUALITY LABELS LABEL DE QUALITE REGIONAL PRODUCT PRODUIT REGIONAL MARKETING CHANNELS CIRCUIT DE COMMERCIALISATION TOSCANA TOSCANA ITALY Résumé : In a traditional wine region such as Tuscany (Italy), the wine production is perceived by several industry players as weak and fragmented because it is mainly managed by small and medium-sized wineries that have limited market power compared to large companies and distributors. In this paper, we hypothesise that this problem was influenced - in a period of strong market growth - by producers' choices that underestimated the impact of several external forces (e.g. competition, changes in demand and regulation) and promoted strategies without considering their combination with key context-specific physical, structural and socio-cultural factors. The study investigates the origin of these marketing strategies confronted with the contested fragmentation, exploring both current and future trends of the wine market in Tuscany. The objective is to provide a better understanding on how the combinations between these factors and firm's activities define regional settings in which the different strategies are developed and how these settings can be used to promote more effective and calibrated strategies towards greater economic sustainability of the sector. The focus is to understand the nature and the dynamics of interlinkages between the adoption of quality-based differentiation strategies, the diversification of marketing channels, and their regional and local determinants. We adopt a mixed quantitative and qualitative research approach composed of an analytical framework, an econometric analysis, and interviews with wine producers. First, the method provides a conceptual framework to understand the interlinkages between producers' strategies and local and regional determinants. Then, the winery decision-making process is modelled through a two-by-two differentiation strategy model that represents the wineries' decision towards the adoption of PDO/PGI appellation or organic certification in relation with the choice of distribution channels. Through the reciprocal of the Herfindahl-Hirschman Index (HHI−1) - calculated on alternative marketing strategies – we verified the extent of diversification of sale channels under the different quality choices (i.e. PDO/PGI and organic or without them). Then, the determinants of the choice of distribution channels were quantified by applying a censored regression model and the results were elaborated and discussed in the light of 32 producers' interviews. The main trend highlights the fragmentation of wine production that has been determined by the differentiation model adopted by the regional producers. The results confirm a great divide in strategies between those producing quality wines and those who do not: on the one hand being mainly involved in PDO/PGI or organic certification positively affects the choice of multiple distribution channels; on the other hand, those who are not involved in quality labels have concentrated their production in a restricted number of marketing channels. The analysis shows that different producers' strategies have been influenced by the interaction between structural factors, farm characteristics and terroir in response to external changes. It also reveals a transformation process in progress that involves the concentration of the supply chain. Producers are promoting greater consolidation and reassembling of the production through new producer networks and associations that aim to reduce the fragmentation and related weakness with new common strategies. En ligne : https://doi.org/10.1016/j.jrurstud.2019.10.006 Permalink : https://cs.iut.univ-tours.fr/index.php?lvl=notice_display&id=248137
Titre : Use of multiple indicators to compare sustainability performance of organic vs conventional vineyard management Type de document : objet à 3 dimensions, artefacts, ... Auteurs : E. Borsato, Auteur ; L. Lamastra ; P. Tarolli ; Y. Cohen ; L. Pizzol ; P. Criscione ; A. Zabeo ; E. Giubilato ; D. D'Ammaro ; F. Marinello ; M. Zucchinelli, Auteur Année de publication : 2020 Article en page(s) : p. 1-11 Langues : Anglais (eng) Langues originales : Anglais (eng) Catégories : A HISTOIRE - Pays et ensemble de pays:Histoire de l'Europe:Europe occidentale:Italie ; F POPULATIONS - ETUDES DE CAS:Environmental impact ; S SCIENCES ET TECHNIQUES:Approche scientifique:Méthode scientifique:Analyse comparative Use more specific descriptor where appropriate.Mots-clés : 10 - INDUSTRIES 10.9 - Vin INDICATOR OF SUSTAINABILITY INDICATEUR DE DEVELOPPEMENT DURABLE ORGANIC AGRICULTURE AGRICULTURE BIOLOGIQUE INTENSIVE FARMING AGRICULTURE INTENSIVE VINEYARDS VIGNOBLE VITICULTURE VITICULTURE WINES VIN FARMING SYSTEM SYSTEME DE PRODUCTION ENVIRONMENTAL PERFORMANCE PERFORMANCE ENVIRONNEMENTALE IMPACT SUR L'ENVIRONNEMENT COMPARATIVE ANALYSIS ITALY Résumé : The wine sector is paying more attention to sustainable wine production practices, but this topic is highly debated because organic viticulture aims to a reduction of environmental impacts, while conventional viticulture ensures an increase of yield. This work provides an economic and environmental comparison using different indicators whereas no previous studies on viticulture have faced on both aspects of sustainability. Two distinct vineyards within the same case study farm were considered, where conventional and organic viticulture practices were applied for 5 years. For each type of production, we calculated the economic benefit and environmental indicators such as the Water Footprint, Carbon Footprint, and an indicator of environmental performance associated with the vineyard phase (“Vineyard Management” or “Vigneto” indicator part of the Italian VIVA certification framework). This latter considers six sub-indicators investigating pesticides management, fertilizers management, organic matter content, soil compaction, soil erosion, and landscape quality. The multi criteria approach is a novel framework assessing sustainability on vineyard management using environmental indicators from VIVA calculator and the economic aspect. Main results showed that organic management in viticulture can be applied without having economic losses and with the benefit of better preserving the natural capital. En ligne : https://doi.org/10.1016/j.scitotenv.2019.135081 Permalink : https://cs.iut.univ-tours.fr/index.php?lvl=notice_display&id=248220
in Science of the Total Environment > vol. 711 (1 April 2020) . - p. 1-11[article] Use of multiple indicators to compare sustainability performance of organic vs conventional vineyard management [objet à 3 dimensions, artefacts, ...] / E. Borsato, Auteur ; L. Lamastra ; P. Tarolli ; Y. Cohen ; L. Pizzol ; P. Criscione ; A. Zabeo ; E. Giubilato ; D. D'Ammaro ; F. Marinello ; M. Zucchinelli, Auteur . - 2020 . - p. 1-11.
Langues : Anglais (eng) Langues originales : Anglais (eng)
in Science of the Total Environment > vol. 711 (1 April 2020) . - p. 1-11
Catégories : A HISTOIRE - Pays et ensemble de pays:Histoire de l'Europe:Europe occidentale:Italie ; F POPULATIONS - ETUDES DE CAS:Environmental impact ; S SCIENCES ET TECHNIQUES:Approche scientifique:Méthode scientifique:Analyse comparative Use more specific descriptor where appropriate.Mots-clés : 10 - INDUSTRIES 10.9 - Vin INDICATOR OF SUSTAINABILITY INDICATEUR DE DEVELOPPEMENT DURABLE ORGANIC AGRICULTURE AGRICULTURE BIOLOGIQUE INTENSIVE FARMING AGRICULTURE INTENSIVE VINEYARDS VIGNOBLE VITICULTURE VITICULTURE WINES VIN FARMING SYSTEM SYSTEME DE PRODUCTION ENVIRONMENTAL PERFORMANCE PERFORMANCE ENVIRONNEMENTALE IMPACT SUR L'ENVIRONNEMENT COMPARATIVE ANALYSIS ITALY Résumé : The wine sector is paying more attention to sustainable wine production practices, but this topic is highly debated because organic viticulture aims to a reduction of environmental impacts, while conventional viticulture ensures an increase of yield. This work provides an economic and environmental comparison using different indicators whereas no previous studies on viticulture have faced on both aspects of sustainability. Two distinct vineyards within the same case study farm were considered, where conventional and organic viticulture practices were applied for 5 years. For each type of production, we calculated the economic benefit and environmental indicators such as the Water Footprint, Carbon Footprint, and an indicator of environmental performance associated with the vineyard phase (“Vineyard Management” or “Vigneto” indicator part of the Italian VIVA certification framework). This latter considers six sub-indicators investigating pesticides management, fertilizers management, organic matter content, soil compaction, soil erosion, and landscape quality. The multi criteria approach is a novel framework assessing sustainability on vineyard management using environmental indicators from VIVA calculator and the economic aspect. Main results showed that organic management in viticulture can be applied without having economic losses and with the benefit of better preserving the natural capital. En ligne : https://doi.org/10.1016/j.scitotenv.2019.135081 Permalink : https://cs.iut.univ-tours.fr/index.php?lvl=notice_display&id=248220
Titre : Comment la structure financière influence-t-elle les choix stratégiques ? Etude de cas dans l'industrie du vin Type de document : objet à 3 dimensions, artefacts, ... Auteurs : O. Saulpic ; H. Tanguy Article en page(s) : p. 39-58 Présentation : réf. Langues : Français (fre) Langues originales : Anglais (eng) Français (fre) Catégories : A HISTOIRE - Pays et ensemble de pays:Histoire de l'Europe:Europe occidentale:France ; C ECONOMIE - ECONOMIE SOCIALE ET SOLIDAIRE:Finances et commerce:Finances:Financement ; S SCIENCES ET TECHNIQUES:Approche scientifique:Méthode scientifique:Analyse comparative Use more specific descriptor where appropriate.Mots-clés : BUSINESS ORGANIZATION ORGANISATION DE L'ENTREPRISE COMPANY STRATEGY STRATEGIE DE L'ENTREPRISE FINANCING COMPARATIVE ANALYSIS REGISTERED DESIGNATION OF ORIGIN APPELLATION D'ORIGINE CONTROLEE WINES VIN WINE INDUSTRY INDUSTRIE DU VIN 10 - INDUSTRIES 10.9 - Vin En ligne : http://www.persee.fr/web/revues/home/prescript/article/ecoru_0013-0559_2004_num_ [...] Permalink : https://cs.iut.univ-tours.fr/index.php?lvl=notice_display&id=42669
in Economie rurale / Persée et CAIRN > n. 281 (2004/05-06) . - p. 39-58[article] Comment la structure financière influence-t-elle les choix stratégiques ? Etude de cas dans l'industrie du vin [objet à 3 dimensions, artefacts, ...] / O. Saulpic ; H. Tanguy . - p. 39-58 : réf.
Langues : Français (fre) Langues originales : Anglais (eng) Français (fre)
in Economie rurale / Persée et CAIRN > n. 281 (2004/05-06) . - p. 39-58
Catégories : A HISTOIRE - Pays et ensemble de pays:Histoire de l'Europe:Europe occidentale:France ; C ECONOMIE - ECONOMIE SOCIALE ET SOLIDAIRE:Finances et commerce:Finances:Financement ; S SCIENCES ET TECHNIQUES:Approche scientifique:Méthode scientifique:Analyse comparative Use more specific descriptor where appropriate.Mots-clés : BUSINESS ORGANIZATION ORGANISATION DE L'ENTREPRISE COMPANY STRATEGY STRATEGIE DE L'ENTREPRISE FINANCING COMPARATIVE ANALYSIS REGISTERED DESIGNATION OF ORIGIN APPELLATION D'ORIGINE CONTROLEE WINES VIN WINE INDUSTRY INDUSTRIE DU VIN 10 - INDUSTRIES 10.9 - Vin En ligne : http://www.persee.fr/web/revues/home/prescript/article/ecoru_0013-0559_2004_num_ [...] Permalink : https://cs.iut.univ-tours.fr/index.php?lvl=notice_display&id=42669
Titre : Le développement d’une logistique durable dans la filière vitivinicole bourguignonne ? Identification des stratégies et pratiques Type de document : objet à 3 dimensions, artefacts, ... Auteurs : C. Tanguy ; M. Martin Année de publication : 2015 Article en page(s) : p. 141-160 Langues : Français (fre) Langues originales : Français (fre) Anglais (eng) Catégories : A HISTOIRE - Pays et ensemble de pays:Histoire de l'Europe:Europe occidentale:France ; C ECONOMIE - ECONOMIE SOCIALE ET SOLIDAIRE:Développement économique et social:Développement économique et social:Politique de développement:Stratégie de développement:Développement durable Environmentally sound development, which meets the needs of the present without compromising the ability of future generations to meet their own needs.Mots-clés : SUPPLY CHAIN CHAINE D'APPROVISIONNEMENT SUPPLY CHAIN MANAGEMENT GESTION DE LA CHAINE LOGISTIQUE SUSTAINABLE DEVELOPMENT VITICULTURE WINE COOPERATIVE COOPERATIVE VITIVINICOLE INNOVATION INTEGRATED PLANT PRODUCTION PRODUCTION VEGETALE INTEGREE BURGUNDY BOURGOGNE 10 - INDUSTRIES 10.9 - Vin Résumé : L’objectif de cet article est d’analyser si les entreprises de la filière vitivinicole bourguignonne promeuvent une logistique durable et comment elles la mettent en œuvre. La population étudiée est constituée de trois types d’acteurs (viticulteurs, coopératives, négociants). Nous avons pu regrouper les entreprises en deux classes afin de dégager les tendances principales en matière de stratégies logistiques durables. La première classe regroupe des entreprises qui mènent des stratégies logistiques plus élaborées alors que la seconde concerne des entreprises de plus petite taille et qui accordent une importance secondaire aux questions de logistique. Cependant nous montrons que d’autres éléments que la taille concourent à une plus grande prise en compte des enjeux liés au développement durable. Ainsi de petites entreprises qui ont délégué certaines fonctions hors de leur cœur d’activité à des prestataires logistiques avec lesquels elles ont une véritable relation de proximité, qui ont réussi à nouer des partenariats durables avec les parties prenantes et notamment les clients ou ayant développé des innovations comme la mutualisation de la logistique ou le recours à des transporteurs par lots, peuvent également s’avérer performantes d’un point de vue logistique durable et de performance économique (réduction des coûts). En ligne : http://www.cairn.info/resume.php?ID_ARTICLE=INNO_046_0141 Permalink : https://cs.iut.univ-tours.fr/index.php?lvl=notice_display&id=187416
in Innovations : revue d’économie et de management de l'innovation / Cairn.info > vol. 46, n. 1 (01/01/2015) . - p. 141-160[article] Le développement d’une logistique durable dans la filière vitivinicole bourguignonne ? Identification des stratégies et pratiques [objet à 3 dimensions, artefacts, ...] / C. Tanguy ; M. Martin . - 2015 . - p. 141-160.
Langues : Français (fre) Langues originales : Français (fre) Anglais (eng)
in Innovations : revue d’économie et de management de l'innovation / Cairn.info > vol. 46, n. 1 (01/01/2015) . - p. 141-160
Catégories : A HISTOIRE - Pays et ensemble de pays:Histoire de l'Europe:Europe occidentale:France ; C ECONOMIE - ECONOMIE SOCIALE ET SOLIDAIRE:Développement économique et social:Développement économique et social:Politique de développement:Stratégie de développement:Développement durable Environmentally sound development, which meets the needs of the present without compromising the ability of future generations to meet their own needs.Mots-clés : SUPPLY CHAIN CHAINE D'APPROVISIONNEMENT SUPPLY CHAIN MANAGEMENT GESTION DE LA CHAINE LOGISTIQUE SUSTAINABLE DEVELOPMENT VITICULTURE WINE COOPERATIVE COOPERATIVE VITIVINICOLE INNOVATION INTEGRATED PLANT PRODUCTION PRODUCTION VEGETALE INTEGREE BURGUNDY BOURGOGNE 10 - INDUSTRIES 10.9 - Vin Résumé : L’objectif de cet article est d’analyser si les entreprises de la filière vitivinicole bourguignonne promeuvent une logistique durable et comment elles la mettent en œuvre. La population étudiée est constituée de trois types d’acteurs (viticulteurs, coopératives, négociants). Nous avons pu regrouper les entreprises en deux classes afin de dégager les tendances principales en matière de stratégies logistiques durables. La première classe regroupe des entreprises qui mènent des stratégies logistiques plus élaborées alors que la seconde concerne des entreprises de plus petite taille et qui accordent une importance secondaire aux questions de logistique. Cependant nous montrons que d’autres éléments que la taille concourent à une plus grande prise en compte des enjeux liés au développement durable. Ainsi de petites entreprises qui ont délégué certaines fonctions hors de leur cœur d’activité à des prestataires logistiques avec lesquels elles ont une véritable relation de proximité, qui ont réussi à nouer des partenariats durables avec les parties prenantes et notamment les clients ou ayant développé des innovations comme la mutualisation de la logistique ou le recours à des transporteurs par lots, peuvent également s’avérer performantes d’un point de vue logistique durable et de performance économique (réduction des coûts). En ligne : http://www.cairn.info/resume.php?ID_ARTICLE=INNO_046_0141 Permalink : https://cs.iut.univ-tours.fr/index.php?lvl=notice_display&id=187416
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