How fine wine producers can make the best of counterfeiting

Gilles Grolleau, Juliette Evon and Yi Qian
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Gilles Grolleau: CEE-M - Centre d'Economie de l'Environnement - Montpellier - CNRS - Centre National de la Recherche Scientifique - INRAE - Institut National de Recherche pour l’Agriculture, l’Alimentation et l’Environnement - Institut Agro Montpellier - Institut Agro - Institut national d'enseignement supérieur pour l'agriculture, l'alimentation et l'environnement - UM - Université de Montpellier, ESSCA Research Lab - ESSCA - ESSCA – École supérieure des sciences commerciales d'Angers = ESSCA Business School
Juliette Evon: ESSCA Research Lab - ESSCA - ESSCA – École supérieure des sciences commerciales d'Angers = ESSCA Business School
Yi Qian: Sauder - Sauder School of Business [British Columbia] - UBC - University of British Columbia [Canada]

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Abstract: Given that counterfeiting cannot be easily eliminated, we develop four approaches by which luxury wine producers can leverage the opportunities of being counterfeited. Counterfeit wines can increase brand exposure and awareness and serve as gateways for their genuine counterparts. Genuine producers can exploit the existence of counterfeit wines to develop innovative wine-based experiences that cannot be counterfeited and boost innovation strategies.

Date: 2022
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Published in Strategic Change, 2022, 31 (5), pp.515-522. ⟨10.1002/jsc.2522⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-03763750

DOI: 10.1002/jsc.2522

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