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Les stratégies de développement des grandes firmes de l'industrie mondiale du vin sur la longue période (1980-2005)

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Author Info

  • Coelho, A.
  • Rastoin, J.L.

Abstract

The purpose of this work is to draw a panorama of the evolution of the restructuring strategies of the transnational firms in the world wine industry across the period 1980-2005. The main forms of development of these firms - mergers, acquisitions, and joint ventures - are identified based on an ad-hoc database (W2D-World Wine Data). The strategies of the firms are explained based on three key elements: production facilities (vineyard and winery), corporate brands portfolio, and distribution networks. This assessment anticipates an intensification of the globalisation and competition in the future world wine market. ...French Abstract : L'objectif de ce travail est de présenter un panorama de l'évolution des stratégies de restructuration des grandes firmes de l'industrie mondiale du vin au cours de la période 1980-2005. Les principaux modes de développement des firmes - fusions, acquisitions et joint-ventures -, sont repérés à partir de la constitution d'une banque de données ad-hoc (W2D-World Wine Data). Les stratégies des majors de l'industrie apparaissent basées sur 3 éléments : l'outil de production (vignoble et cave), le portefeuille de marques, les réseaux de distribution. Ce repérage permet de pronostiquer une intensification de la globalisation et de la concurrence sur le marché mondial du vin dans les années à venir.

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Bibliographic Info

Paper provided by UMR MOISA : Marchés, Organisations, Institutions et Stratégies d'Acteurs : CIHEAM-IAMM, CIRAD, INRA, Montpellier SupAgro, IRD - Montpellier, France in its series Working Papers MOISA with number 200607.

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Date of creation: 2006
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Handle: RePEc:umr:wpaper:200607

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Keywords: TRANSNATIONAL FIRMS; WINE CLUSTER; STRATEGY; CORPORATE RESTRUCTURING; MARKET;

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