For several years now, Bordeaux's vineyards have suffered from what would appear to be an interminable crisis. Some analysts view overproduction as the cause. Others blame the product Bordeaux puts out, decrying its lack of adaptation to new consumer expectations. What is true is that Bordeaux producers do not tend to spontaneously adopt a market orientation. However, faced with a dilemma that seems to be getting worse and worse, many are starting to seek their salvation in marketing. The purpose of this paper is to address these issues.
The present article uses a series of case studies covering regions outside of Bordeaux to find concrete answers to these questions. As a methodology, these case studies have been used to illustrate different ways to develop production and sales.
Consolidating the production, increasing the sales forces efforts, reducing the number of intermediaries between production and consumption, maintaining a niche position on the global market are one of the main findings of this paper and practical implication.
Using case studies and not quantitative approach represents both limits of the approach and innovative methodology that permits rich comparison with local practices.
Analyzes a local crisis thanks to external case studies.
