{"id":3182,"date":"2012-03-06T14:43:15","date_gmt":"2012-03-06T13:43:15","guid":{"rendered":"http:\/\/www.ieseg.fr\/?post_type=news&p=3182"},"modified":"2025-09-10T12:36:18","modified_gmt":"2025-09-10T10:36:18","slug":"how-to-succeed-in-the-competitive-french-wine-industry","status":"publish","type":"news","link":"https:\/\/www.ieseg.fr\/en\/news\/how-to-succeed-in-the-competitive-french-wine-industry\/","title":{"rendered":"How to succeed in the competitive French wine industry?"},"content":{"rendered":"

I\u00c9SEG 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 C\u00f4tes du Rh\u00f4ne 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\u2019s research results are to be published in the I<\/em>nternational Journal of Entrepreneurship and Innovation<\/em>, Vol 13 issue 3 in print August 2012.<\/p>\n","protected":false},"excerpt":{"rendered":"

I\u00c9SEG 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 […]<\/p>\n","protected":false},"author":28,"featured_media":0,"menu_order":0,"template":"","news-category":[298],"acf":[],"yoast_head":"\nHow to succeed in the competitive French wine industry? - I\u00c9SEG<\/title>\n<meta name=\"description\" content=\"I\u00c9SEG professor Dr. Lisa Barton will publish a case study about the wine producer Domaine de Mourchon entering the extremely competitive traditional wine\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.ieseg.fr\/en\/news\/how-to-succeed-in-the-competitive-french-wine-industry\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"How to succeed in the competitive French wine industry? - I\u00c9SEG\" \/>\n<meta property=\"og:description\" content=\"I\u00c9SEG professor Dr. Lisa Barton will publish a case study about the wine producer Domaine de Mourchon entering the extremely competitive traditional wine\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.ieseg.fr\/en\/news\/how-to-succeed-in-the-competitive-french-wine-industry\/\" \/>\n<meta property=\"og:site_name\" content=\"I\u00c9SEG\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/pages\/IESEG-School-of-Management\/358733860458?fref=ts\" \/>\n<meta property=\"article:modified_time\" content=\"2025-09-10T10:36:18+00:00\" \/>\n<meta name=\"author\" content=\"Anais ANDREOSSO\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:site\" content=\"@IESEG\" \/>\n<meta name=\"twitter:label1\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data1\" content=\"1 minute\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Organization\",\"@id\":\"https:\/\/www.ieseg.fr\/#organization\",\"name\":\"Ieseg\",\"url\":\"https:\/\/www.ieseg.fr\/\",\"sameAs\":[\"https:\/\/www.linkedin.com\/edu\/school?id=12453\",\"https:\/\/www.youtube.com\/user\/IESEGChannel\",\"https:\/\/www.facebook.com\/pages\/IESEG-School-of-Management\/358733860458?fref=ts\",\"https:\/\/twitter.com\/IESEG\"],\"logo\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/www.ieseg.fr\/#\/schema\/logo\/image\/\",\"url\":\"https:\/\/www.ieseg.fr\/wp-content\/uploads\/IESEG-Logo-2012-rgb.jpg\",\"contentUrl\":\"https:\/\/www.ieseg.fr\/wp-content\/uploads\/IESEG-Logo-2012-rgb.jpg\",\"width\":\"1000\",\"height\":\"311\",\"caption\":\"Ieseg\"},\"image\":{\"@id\":\"https:\/\/www.ieseg.fr\/#\/schema\/logo\/image\/\"}},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/www.ieseg.fr\/#website\",\"url\":\"https:\/\/www.ieseg.fr\/\",\"name\":\"I\u00c9SEG\",\"description\":\"School of Management\",\"publisher\":{\"@id\":\"https:\/\/www.ieseg.fr\/#organization\"},\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/www.ieseg.fr\/?s={search_term_string}\"},\"query-input\":\"required name=search_term_string\"}],\"inLanguage\":\"en-US\"},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.ieseg.fr\/en\/news\/how-to-succeed-in-the-competitive-french-wine-industry\/#webpage\",\"url\":\"https:\/\/www.ieseg.fr\/en\/news\/how-to-succeed-in-the-competitive-french-wine-industry\/\",\"name\":\"How to succeed in the competitive French wine industry? 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