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Pourquoi et comment innover dans un secteur traditionnel comme le vin ?

Author

Listed:
  • Franck Celhay

    (Université Montesquieu - Bordeaux 4)

  • Julien Cusin

    (Institut d'Administration des Entreprises (IAE) - Bordeaux)

Abstract

La filière vitivinicole française fait face aujourd'hui à de nombreux enjeux, tels que l'émergence de nouveaux modes de consommation au plan mondial, la concur- rence accrue des Nouveaux Pays Producteurs à l'export ou encore l'importance du développement durable. Elle doit, par conséquent, se réinventer et renouveler son offre. Dans la mesure où le vin reste perçu par les consomma- teurs et les distributeurs comme un produit traditionnel, voire culturel, la question de l'innovation sur ce secteur est particulièrement complexe. Dans cette interview, Nicolas Gailly, directeur général de la maison de négoce Barton & Guestier, et Benoît Lesueur, directeur commer- cial chez Cordier Mestrezat grands crus, évoquent leur ex- périence sur la façon de concilier innovation et tradition.

Suggested Citation

  • Franck Celhay & Julien Cusin, 2010. "Pourquoi et comment innover dans un secteur traditionnel comme le vin ?," Post-Print hal-02908546, HAL.
    • Handle: RePEc:hal:journl:hal-02908546
    DOI: 10.7193/DM.060.73.76
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