Herve Remaud

Kedge Business School · Marketing and customer relationship

There is large variation amongst food service operators in pricing wine, and many questions remain about how wine is priced and what objectives are used to determine wine price in restaurants. In this essay-style article, we examine the practices that the industry have adopted when pricing wine in restaurants. Beyond the basic rule of thumb – apply...

In this study, we investigate judges decisions for various wines, characterised with various attributes (region of origin, colour, still versus sparkling, and so on), with a focus on grape variety. Our investigation suggests that wine judges tend to score wines made with less-known varieties higher. To support our suggestion, we analysed 27,470 win...

La mondialisation concerne, à des degrés divers, tous les territoires. Les entreprises se situent au coeur d'un mouvement irréversible qui concerne la déréglementation financière, la suppression des obstacles tarifaires dans le cadre de l'Organisation mondiale du commerce et le développement rapide des nouvelles technologies de l'information et de...

Assuming that the more a restaurant’s manager know the preferences of his/her clients, the greater the chance to maximise the experience of the customers and therefore the revenue of the restaurant. However, very little is known about the attributes that influence menu-item choice of such customers in a restaurant context and consequently, on the r...

It is often believed that the way consumers purchase wine differs from the way they purchase other fast-moving consumer goods (FMCG). This review tests this claim by summarising over 15 years of investigation of actual consumer purchases of wine in Australia, Belgium, Italy, Germany, France, the UK and the US, in both the off-trade and online marke...

Purpose To measure the extent to which wine buyers behave differently when purchasing wine online vs in two brick and mortar stores. The article aims to extend the use of the Double Jeopardy principle and empirical-based methodology to the wine category in a European retailing context. Design/methodology/approach Customer loyalty data of two brick...

The purpose of this study is to examine how restaurants determine the percentage of wine mark-up. Wine sales are a substantial contributor to restaurants’ profitability, therefore a better understanding of the factors affecting mark-up is critical for the industry. Here, the mark-up is expressed as a percentage over the cost and refers to a cost-pl...

A large body of research has shown that the graphic design of a package influences the perception of the corresponding product and brand. Marketing as well as semiotics literature have therefore acknowledged for a long time that the graphic design of a package is a critical tool for managers to use to communicate about their brands. Yet, the concer...

Purpose: A large body of research has shown that the packaging’s graphic design influences consumers’ perception of a product. Many marketing scholars and researchers acknowledged that a package graphic design is a critical tool for managers to communicate about the brands they manage. In the meantime, very little is known about how the visual comp...

Purpose: of the study is to analyse the determinants of wine price markup in restaurants. Wine sold at the restaurants is a substantial contributor of the restaurants' profitability and better understanding factors impacting markup is critical for the industry. Methodology: Sommeliers around the world, mostly members of the International Sommeliers...

Consumers are faced with an increasing number of sustainable food labels. These different labels may be complementary or add to the increasing competition of product information in consumers' minds. We investigate: (1) the perceptions that consumers in the UK have about sustainable labels vs. other labels, such as origin or nutrition labels; and (2...

Purpose The study seeks to assess the impact of two different corporate social responsibility (CSR) claims, relating to social and environmental dimensions, on consumers' wine choice across international markets. It analyses how point of purchase CSR claims compete with other food claims and their awareness, penetration and consumers' trust are exa...

Cet article compare la perception des consommateurs australiens et français des vins conventionnels et éco-labellisés. En Australie, les vins éco-labellisés génèrent peu d’associations particulières dans l’esprit des consommateurs, et se distinguent peu des vins conventionnels. Les efforts des producteurs doivent se concentrer sur le référencement...

The aim of the paper is to better understand wine list design in restaurants in four countries with very different wine cultures. An interview protocol was developed and administered to 286 restaurants across the four countries (France, Australia, USA and China). The interview questionnaire included a Best/Worst methodology to identify the most/lea...

Purpose This study aims to investigate how strongly Generation Y consumers differ in their values, attitudes and wine and alcoholic beverage consumption behaviour from older generations. The comparison spans seven culturally different markets. Design/methodology/approach Large representative samples totalling 11,622 wine consumers responded to a s...

Purpose: A cross-cultural study with large representative samples analyses to what degree Schwartz's personal values and environmental concerns are related to consumers' choices of wine with sustainable characteristics. Methodology: Across seven countries, the attribute importance and willingness to pay of consumer segments resulting from choice ex...

In the last few months, there hasn't been a single week without an article appearing in one of the various wine magazines and wine news telling the story of a winery or a wine region being engaged in a sustainable programme. At the same time, very little is known about consumers' preferences and acceptance of such claims. We aim to fill this gap by...

Dans cette 3ème partie, s'appuyant sur la montée en puissance récente de nouveaux pays viticoles, les auteurs interrogent notre modèle traditionnel à la lumière de celui de ce "nouveau monde". Quelle rentabilité, quelle attractivité, bref quel avenir pour chacun des ces modèles ? A moins que la "glocalisation" en marche ne vienne fournir l'occasion...

Purpose – The purpose of this paper is to discuss how a wine region should develop and position its brand using the best worst scaling (BWS) approach. A better understanding of the features that characterize a wine region is critical when raising the profile of a region and trying to capture wine consumers’ share of mind. Design/methodology/approac...

This research investigates and compares some of the strategic choices made by small wine firms from two different New World wine producing countries, Australia and New Zealand, and one traditional wine producing region of France. This research was first conducted in 2003 in France with 98 wine firms being interviewed and then in Australia and New Z...

French wine brokers are independent matchmaker intermediaries. They help buyers and sellers of bulk wine to meet and transact. This paper aims to identify the determinants of the wine brokers' use. We use a transaction cost approach and we hypothesize that buyers and sellers use brokers because they may reduce costs associated with transactions on...

Wine brokers are wholesale intermediaries. They belong to the category of the matchmaker intermediaries. These middlemen are not well known. Their role is to help buyers and sellers of bulk wine to meet and transact. Assuming that wine merchants appeal to brokers because they reduce transaction costs, we analyze how a broker intervention can reduce...

Programme de recherche PSDR 2001-2006

Egalement paru dans : EuroWine, n° 24, mai 2005, pp 18-22

Agreste Languedoc-Roussillon

A partir de données sur la filière du vin, et leur expérience personnelle, les auteurs tentent d'identifier les facteurs qui permettent d'expliquer le succès de ce qu'on peut appeler le "modèle australien". Flexibilité du système de production, discipline collective et fort investissement en recherche, vision du marché pragmatique et adaptée aux no...

La gouvernance d'entreprise revêt un caractère fondamental pour expliquer la performance financière des entreprises. La question générale posée dans le chapitre découle donc de ce double constat à la fois théorique et empirique. Quel est l'impact de l'évolution de la structure du capital et de la "gouvernance" sur la performance financière des entr...

The purpose of this paper is to establish a link between competition perceived by the small firm manager and the decision to export. Using a sample of 335 small agro-food firms as a basis to our study, the statistical model presented shows a negative connection between the high perceived quality competitiveness and the fact that a firm exports.

Le cahier permet de mieux identifier les produits agroalimentaires régionaux et les produits de terroir, en s'intéressant à leur (s) définition (s), à la façon dont ils sont perçus et aux moyens de les protéger et de les valoriser. L. Bérard et P. Marchesnay présentent une synthèse de leurs travaux qui relèvent d'une approche anthropologique. L'int...

La signalisation de la qualité des produits agroalimentaires s'est élargie au cours des dernières années à travers la prise en compte et la reconnaissance au niveau européen de certaines spécificités culinaires ou agroalimentaires. Le besoin de réassurance aidant, les produits de terroir bénéficient actuellement et de plus en plus d'une image posit...

Diffusion du document : INRA Unité Mixte de Recherche MOISA Marchés Organisations Institutions et Stratégies d'acteurs 2 place Viala 34060 Montpellier Cedex 1 (FRA) Diplôme : Dr. d'Universite

Après avoir étudié les comportements différents de chaque secteur du Languedoc-Roussillon face aux possibilités de ventes régionales, nationales ou internationales, les auteurs s'interrogent sur la typicité des entreprises exportatrices. Même si le seuil est inférieur dans les vins, ils constatent que c'est autour de 20 salariés que les regards se...

En Languedoc-Roussillon, le champ concurrentiel est perçu différemment selon les secteurs de l'agroalimentaire, l'espace géographique concerné et la taille des entreprises. Cette hétérogénéité entraîne une grande disparité dans les comportements stratégiques, même si les entreprises s'accordent pour identifier deux objectifs prioritaires : l'accroi...

41% des entreprises agroalimentaires (EAA) du Languedoc-Roussillon enquêtées ont exporté pour 7,5 milliards de francs (28% de leur chiffre d'affaires) en 1997. Les cinq premiers pays destinataires sont l'Angleterre, l'Allemagne, la Belgique, l'Espagne et l'Amérique du Nord. La filière fruits et légumes est de loin la plus exportatrice, mais sur l'e...

Pour les entreprises du Languedoc-Roussillon, la notion de produits de terroir est d'abord un lien fort à un lieu. On trouve ensuite la conscience d'une qualité supérieure, souvent accompagnée d'un sentiment d'authenticité. Vient enfin la reconnaissance d'une qualité gustative intrinsèque. Les équilibres entre ces trois approches varient selon les...

Le terroir est devenu un concept polysémique. Chaque discipline, chaque école détient sa définition. Qu'en est-il du côté des professionnels, ou, des entrepreneurs de l'industrie agroalimentaire ? Une enquête exploratoire ayant traité des "facteurs de développement des entreprises agroalimentaires" de cette région, les auteurs cherchent ici à conna...

La définition usuelle du secteur agro-alimentaire, en terme de nombre de salariés et d'activités prises en compte, est trop restrictive pour être représentative des poids et rôle effectifs de cette catégorie d'entreprise dans le tissu économique et social d'une région. C'est donc à une reconceptualisation de l'entreprise agro-alimentaire que ce tra...

How does a region or country develop its 'brand'? Consumers use this cue as one indicator for product quality and other product features, but little research has focused on how a place of production should develop and position its brand especially to satisfy different stakeholder groups, such as growers, processors, consumers and the people. Withou...