Collective strategies and positioning: The case of the Loire Volcanique Initiative

Foued Cheriet (), Hervé Hannin (), Clément Arnal and Fanny Lepage
Additional contact information
Foued Cheriet: UMR MoISA - Montpellier Interdisciplinary center on Sustainable Agri-food systems (Social and nutritional sciences) - Cirad - Centre de Coopération Internationale en Recherche Agronomique pour le Développement - IRD - Institut de Recherche pour le Développement - CIHEAM-IAMM - Centre International de Hautes Etudes Agronomiques Méditerranéennes - Institut Agronomique Méditerranéen de Montpellier - CIHEAM - Centre International de Hautes Études Agronomiques Méditerranéennes - 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, IHEV Institut des hautes études de la vigne et du vin - Montpellier SupAgro - Institut national d’études supérieures agronomiques de Montpellier
Hervé Hannin: UMR MoISA - Montpellier Interdisciplinary center on Sustainable Agri-food systems (Social and nutritional sciences) - Cirad - Centre de Coopération Internationale en Recherche Agronomique pour le Développement - IRD - Institut de Recherche pour le Développement - CIHEAM-IAMM - Centre International de Hautes Etudes Agronomiques Méditerranéennes - Institut Agronomique Méditerranéen de Montpellier - CIHEAM - Centre International de Hautes Études Agronomiques Méditerranéennes - 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, IHEV Institut des hautes études de la vigne et du vin - Montpellier SupAgro - Institut national d’études supérieures agronomiques de Montpellier
Clément Arnal: Via Terra
Fanny Lepage: ULaval - Université Laval [Québec]

Post-Print from HAL

Abstract: Several collective initiatives are emerging in the French wine industry to highlight common characteristics and consolidate often limited resource. This chapter illustrates the steps, strengths and challenges in constructing a collective strategy through the presentation of a research action approach, conducted between 2016 and 2018, with small vineyards in the Massif Central region of France. These small vineyards are characterized by unique identities, different and sometimes conflicting expectations, and distinct project management approaches. Using a methodological research-accompaniment approach, the chapter demonstrates how the process of establishing a positioning for these vineyards reconciled the specificities of individual structures with the requirements of a constructed collective strategy. The study of these vineyards provided the necessary foundation for the marketing initiatives initiated in 2019: the establishment of an association and a "brand", Loire Volcanique . Finally, the chapter outlines the current developments and prospects arising from the new collective positioning of these vineyards.

Keywords: Collective; strategy (search for similar items in EconPapers)
Date: 2024
References: Add references at CitEc
Citations:

Published in Foued Cheriet; Carole Maurel; Paul Amadieu; Hervé Hannin. Wine management and marketing 2: Responses of the industry to crises and new expectations, Wiley-ISTE, pp.167-195, 2024, Agriculture, Food Science and Nutrition, 978-1-786-30874-0. ⟨10.1002/9781394302208.ch10⟩

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-04627175

DOI: 10.1002/9781394302208.ch10

Access Statistics for this paper

More papers in Post-Print from HAL
Bibliographic data for series maintained by CCSD ().