Inter-branch organization, the unique blending strategy of Champagne Wines

Anne Rollet
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Anne Rollet: AMU - Aix Marseille Université, CRET-LOG - Centre de Recherche sur le Transport et la Logistique - AMU - Aix Marseille Université

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Abstract: The concept of dynamic capabilities is applied to two wine unions: The Champagne Houses Union and The Champagne Grape Producers Union. Through inter-branch organization they both defend and promote the "Appellation Champagne." The theoretical model seeks to combine organizational and inter-organizational dynamic capabilities in order to develop a blending strategy for the stakeholders and their markets. The results highlight a combination of skills, firstly, expertise in the market of Champagne; secondly, expertise in the cultivation of grapes and thirdly trading expertise. The assembly of resources is achieved in a territorial context by alliancing strategy that orchestrated the balance of power relationship. The blending strategy is defined by the dynamic capabilities as the inter-branch organization's ability to harmonize by consensus, integrate, build and reconfigure diversity to address rapidly changing environment. Diversity can be summarized here as all of the all idiosyncratic characteristics stakeholders in the determination of their entrepreneurial and alliance strategies.

Keywords: blending strategy; Champagne Wines; inter-branch organization; dynamic capabilities; diversity (search for similar items in EconPapers)
Date: 2016
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Published in International Research Meeting in Business and Management (IRBAM), 2016, Nice, France

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-02389599

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