What effects of adopting a collective regional brand on the export performances of wine-estates? The case of « Sud de France » brand in Languedoc-Roussillon

Quels effets de l'adoption d’une marque collective régionale sur les performances à l’export des entreprises viticoles ? Cas de « Sud de France » en Languedoc Roussillon

Foued Cheriet () and Magali Aubert ()
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Foued Cheriet: Marchés, Organisations, Institutions et Stratégies d'Acteurs - Cirad - Centre de Coopération Internationale en Recherche Agronomique pour le Développement - INRA - Institut National de la Recherche Agronomique - CIHEAM-IAMM - Centre International de Hautes Etudes Agronomiques Méditerranéennes - Institut Agronomique Méditerranéen de Montpellier - CIHEAM - Centre International de Hautes Études Agronomiques Méditerranéennes - Montpellier SupAgro - Institut national d’études supérieures agronomiques de Montpellier, Montpellier SupAgro - Institut national d’études supérieures agronomiques de Montpellier
Magali Aubert: Marchés, Organisations, Institutions et Stratégies d'Acteurs - Cirad - Centre de Coopération Internationale en Recherche Agronomique pour le Développement - INRA - Institut National de la Recherche Agronomique - CIHEAM-IAMM - Centre International de Hautes Etudes Agronomiques Méditerranéennes - Institut Agronomique Méditerranéen de Montpellier - CIHEAM - Centre International de Hautes Études Agronomiques Méditerranéennes - Montpellier SupAgro - Institut national d’études supérieures agronomiques de Montpellier

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Abstract: Export performance determinants' is a central issue of management research. Our paper aims to analyze the impact of the adoption of a collective brand on export performance. We focus on wineries which have adopted the brand "Sud de France" in Languedoc Roussillon. Our results show that these wineries do not perform better than others and their performance improvements between 2002 and 2009 were less important. The most important is the organization of the wine-estate.

Date: 2013
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Published in Le Progrès agricole et viticole [Publications et Actualités Vitivinicoles], 2013, 130 (12), pp.17-26

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-02641834

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