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Globalisation du marché du vin et stratégies d'entreprise

Author

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  • Alfredo Manuel Jésus Oliveira Coelho
  • Jean-louis Rastoin

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.

Suggested Citation

  • Alfredo Manuel Jésus Oliveira Coelho & Jean-louis Rastoin, 2001. "Globalisation du marché du vin et stratégies d'entreprise," Économie rurale, Programme National Persée, vol. 264(1), pages 16-34.
  • Handle: RePEc:prs:recoru:ecoru_0013-0559_2001_num_264_1_5254
    DOI: 10.3406/ecoru.2001.5254
    Note: DOI:10.3406/ecoru.2001.5254
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    Cited by:

    1. Coelho, A. & Rastoin, J.L., 2006. "Les stratégies de développement des grandes firmes de l'industrie mondiale du vin sur la longue période (1980-2005)," Working Papers MoISA 200607, UMR MoISA : Montpellier Interdisciplinary center on Sustainable Agri-food systems (social and nutritional sciences): CIHEAM-IAMM, CIRAD, INRAE, L'Institut Agro, Montpellier SupAgro, IRD - Montpellier, France.

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