https://www.institut-agro-montpellier.fr/sites/supagro/files/documents/2021/10/15/WineMarketingSymposiumProgram.pdf
GUEST SPEAKERS
Symposium introduction & program presentation
MARIE-CHRISTINE LICHTLE - Dean of the Montpellier Management
Institute & KARINE GARCIA - for the wine marketing symposium organizing
Plenary session 1
Collective' brands strategies: redefining the Languedoc wines brand
MARION OURY, Marketing and communication director & THIBAUT SANTA,
Brand manager - CIVL Conseil Interprofessionel des Vins du Languedoc
Heritage brand narratives: Are the stories told by managers effective with
ULRICH ORTH - Kiel University, A&F Marketing - Consumer Psychology
8h45 - 9h00
9h00 - 9h30
9h30 - 10h00
Coffee break
10h00 - 10h30
Welcome coffee
8h15 - 8h45
Plenary session 2
Changing wine tourism strategy – adaption of wineries during the
COVID-19 crisis
GERGELY SZOLNOKI & SUE BAIL - Department of Wine & Beverage
Business, Hochschule Geisenheim University
The effects of the COVID-19 crisis on the wine consumption of elite
professional wine consumers
STEVE CHARTERS & LARA AGNOLI - School of wine & spirits business,
Burgundy Business School
10h30 - 11h00
11h00 - 11h30
Strategic innovation as an entrepreneurial strategy in a regional wine
industry in crisis
FRANCK DUQUESNOIS - Bordeaux University & JULIEN GRANATA -
The role of fungus resistant grape varieties (FRGV) on the German wine
market. A qualitative study among producers and retailers
CHRISTOPH KIEFER & GERGELY SZOLNOKI - Department of Wine &
Beverage Business, Hochschule Geisenheim University
11h30 - 12h00
12h00 - 12h30
Lunch break
12h30 - 14h00
- RESEARCH SYMPOSIUM PROGRAM -
WINE IN TIMES OF CRISIS
Virtual reality as a trigger of wine tourism development
VALENTINA KIROVA - Excellia Business School
To Retail or Not to Retail: Examining the Producer-Retailer Proximity and
Price Policies
NATHALIE SPIELMANN & VOLKER KUPPELWIESER, Neoma Business School
14h00 - 14h30
14h30 - 15h00
Impact of data analysis on wine SME's marketing performance
THEO JUSTY - Montpellier University, JULIEN GRANATA - Montpellier
Business School, ANDREAS MUNZEL - Montpellier University & DENIS
LESCOP - Montpellier Business School
Are cooperative wineries a favored circuit of proximity for consumers?
DIANE CAFFAREL & SARAH MUSSOL - Montpellier University
15h00 - 15h30
15h30 - 16h00
How to sell wine in the french hyper and supermarkets? An analysis of
private label branding strategies in the wine sector
YOSR BEN TAHAR - Paris School of Business, CHARLOTTE MASSA - EM
Strasbourg & SARAH MUSSOL, Montpellier University
Environnemental communication on French wine bottles : what is the
situation in 2021 ?
THIBAULT DURAND, CÉCILE COULON-LEROY & RONAN SYMONEAUX -
Ecole Supérieure d’Agriculture d'Angers
Wine labelling: getting aligned or asserting one's individual differences?
A survey among French wine professionals
CORINNE CHEVALIER, GHOFRANE GHARIANI, Paris Saclay University
Raising from Ashes. Category co-creation and intermediaries role in the
emergence of the volcanic wines category in the French wine industry
MARCO BOTTURA - EDC Paris Business School & LUDOVICO BULLINI
ORLANDI - Verona University
16h00 - 16h15
What's next? Wine marketing perspectives in a post-pandemic world
JEAN PHILIPPE PERROUTY - Director at Wine Intelligence France
Best communication award
KARINE GARCIA - Montpellier Management Institute, FOUED CHERIET -
Montpellier Sup’Agro & FRANCK CELHAY - Montpellier Business School
16h15 - 16h45
Wine tasting
17h00 - 18h00
16h45 - 17h00
REGISTRATION/INFORMATIONS >> journee.marketing.vin@gmail.com
WINE BRANDING & PACKAGING Session parallel 1a
WINE DISTRIBUTION & MARKETING PERFORMANCE Session parallel 1b
PERSPECTIVE AND TRENDS Plenary session 3