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Globalisation du marché du vin et stratégies d'entreprise

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  • Jean-louis Rastoin
  • Alfredo Manuel Jésus Oliveira Coelho
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    Abstract

    [eng] Wine market globalization and enterprises' strategies - The purpose of this research is to describe and explain the wine market globalization phenomena. By analyzing the structural trends of market behavior - production, consumption and exchanges - and the main characteristics represented by the emergence of new producing countries, the authors point out the levels of concentration of the industry in some countries and the impact on the strategic orientation of the enterprises. Based on the concept of «asset specificity», several strategic groups and the strategic map of the industry are proposed. The need to proceed to a hierarchy of supply side assets led to identify the main expected scenarios [fre] Ce travail vise à décrire et à expliquer le phénomène de globalisation du secteur du vin au niveau mondial. En partant de l'évolution structurelle des marchés - production, consommation et échanges - et des enjeux représentés par l'émergence des nouveaux pays producteurs, les auteurs montrent la tendance à la concentration des entreprises et analysent leurs comportements stratégiques. En mobilisant la notion d'actif spécifique, plusieurs groupes stratégiques, constituant la carte mondiale du secteur, sont identifiés. A partir des enjeux représentés par la hiérarchisation des actifs de l'offre, différents scénarios d'évolution possibles sont identifiés.

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    File URL: http://dx.doi.org/10.3406/ecoru.2001.5254
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    File URL: http://www.persee.fr/articleAsPDF/ecoru_0013-0559_2001_num_264_1_5254/ecoru_0013-0559_2001_num_264_1_5254.pdf?mode=light
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    Bibliographic Info

    Article provided by Programme National Persée in its journal Économie rurale.

    Volume (Year): 264 (2001)
    Issue (Month): 1 ()
    Pages: 16-34

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    Handle: RePEc:prs:recoru:ecoru_0013-0559_2001_num_264_1_5254

    Note: DOI:10.3406/ecoru.2001.5254
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    Web page: http://www.persee.fr/web/revues/home/prescript/revue/ecoru

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