How to succeed in the competitive French wine industry?
03/06/2012
IÉSEG professor Dr. Lisa Barton will publish a case study about the wine producer Domaine de Mourchon entering the extremely competitive traditional wine industry. The family owned wine producer located in the Côtes du Rhône Villages opened at the height of the French wine industries decline in 1998 and managed to develope within a short periode a fiercly loyal and growing customer base, despite the general wine industry crises. Dr. Barton analyses how a strategy of integrating customer preferences, competitor intelligence and product knowledge into the process of creating and delivering superior products can lead to a strong market position in the rather closed French wine industry. Looking beyond this case study, Dr. Barton suggested that the activities of Domaine de Mourchon highlight some of the considerations for sucessful entrepreneurial marketing in any industry facing severe entry problems. Lisa Barton’s research results are to be published in the International Journal of Entrepreneurship and Innovation, Vol 13 issue 3 in print August 2012.
