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Papers by Franck Duquesnois
The structural changes in the global wine markets have created new challenges and opportunities f... more The structural changes in the global wine markets have created new challenges and opportunities for small wine producers. Forced to adopt an innovative marketing approach which offers enhanced consumer experience and value, many producers have implemented a combination of direct distribution, relationship marketing and wine tourism in order to develop a positive brand reputation and to become quality niche leaders. The development of the Internet has provided an unique possibility to combine and integrate these modern marketing techniques in a complex value proposition. Using this framework of analysis, this study attempts to identify and discuss the features used in the web sites of the French wine producers from the Languedoc-Roussillon region in order to improve the efficiency of combined marketing techniques. Based on the primary data collected through the survey of 102 web sites, the paper analyses the online marketing approach adopted by the small French wine producers, and pr...
The structural changes in the global wine markets have created new challenges and opportunities f... more The structural changes in the global wine markets have created new challenges and opportunities for small wine producers. Forced to adopt an innovative marketing approach which offers enhanced consumer experience and value, many producers have implemented a combination of direct distribution, relationship marketing and wine tourism in order to develop a positive brand reputation and to become quality niche leaders. The development of the Internet has provided an unique possibility to combine and integrate these modern marketing techniques in a complex value proposition. Using this framework of analysis, this study attempts to identify and discuss the features used in the web sites of the French wine producers from the Languedoc-Roussillon region in order to improve the efficiency of combined marketing techniques. Based on the primary data collected through the survey of 102 web sites, the paper analyses the online marketing approach adopted by the small French wine producers, and proposes a synthetic model of value co-creation which integrates the complex interaction between the producer and the customer in the online environment.
Journal of Small Business Entrepreneurship, Dec 19, 2012
ABSTRACT Structural changes in global wine markets have created new challenges and opportunities ... more ABSTRACT Structural changes in global wine markets have created new challenges and opportunities for small wine producers. Forced to adopt an innovative marketing approach which offers enhanced consumer experience and value, many producers have implemented a combination of direct distribution, relationship marketing and wine tourism in order to develop a positive brand reputation and to become quality niche leaders. The development of the Internet has provided a unique possibility to combine and integrate these entrepreneurial marketing techniques in a complex value proposition. Using this framework of analysis, the study attempts to identify and discuss the features used in the websites of the French wine producers from the Languedoc-Roussilon region in order to improve the efficiency of combined marketing techniques. Based on the primary data collected through a survey of 102 websites, the paper analyses the online marketing approach adopted by the small French wine producers, and proposes a synthetic model of value co-creation which integrates the complex interaction between the producer and the customer in the online environment.
This study adapts the research framework applied by previous studies regarding the determinants o... more This study adapts the research framework applied by previous studies regarding the determinants of small firm performance in hostile environments to investigate the factors that influence the performance of small wine producers during a market crisis manifested in the Languedoc-Roussillon region. Taking into account the importance of a clear managerial perception of the business environment during crisis and the importance of an entrepreneurial orientation for firm survival and success, two research hypotheses are developed, each with two additional sub-hypotheses. The analysis of primary data, representing information provided by 160 small wine producers from Languedoc-Roussillon region, collected though a mail questionnaire survey between May-October 2008, is realized in several successive phases. After applying Exploratory and Confirmatory Factor Analysis to the items included in the measurement scales of the considered variables, the statistical significance of relationships between variables is tested using Multiple Regression Analysis (MANOVA). The findings confirm only two of the four research sub-hypotheses, indicating the existence of a positive impact of manager's understanding of competitive pressures and of his/her proactivity on firm performance in a crisis situation. The partial validation of the two research hypotheses indicates a complex and multidimensional relationship between the manager's environmental and entrepreneurial orientation and small firm performance in the wine sector. The interpretation of these findings has to take into account first, the specific characteristics of the regional crisis, and second, the business knowledge and strategic capabilities of the investigated wine producers.
In this paper, we explore the difficulties faced by SMEs and entrepreneurs within a fast-paced de... more In this paper, we explore the difficulties faced by SMEs and entrepreneurs within a fast-paced degrading environment such as a declining industry facing conjonctural crises. First, we explain the specificity of the wine market in the South of France which is determined by a specific combination of decline and crises. Secondly, we present an academic literature related to firms 'responses dealing with fast changing environments and difficult economic conditions. Then, we debate the significant challenges faced by small wine producers to succeed in a difficult economic environment.
academyofwinebusiness.com
The structural changes in the global wine markets have created new challenges and opportunities f... more The structural changes in the global wine markets have created new challenges and opportunities for small wine producers. Forced to adopt an innovative marketing approach which offers enhanced consumer experience and value, many producers have implemented a combination of direct distribution, relationship marketing and wine tourism in order to develop a positive brand reputation and to become quality niche leaders. The development of the Internet has provided an unique possibility to combine and integrate these modern marketing techniques in a complex value proposition. Using this framework of analysis, this study attempts to identify and discuss the features used in the web sites of the French wine producers from the Languedoc-Roussillon region in order to improve the efficiency of combined marketing techniques. Based on the primary data collected through the survey of 102 web sites, the paper analyses the online marketing approach adopted by the small French wine producers, and proposes a synthetic model of value co-creation which integrates the complex interaction between the producer and the customer in the online environment.
Journal of Small Business & Entrepreneurship, 2011
ABSTRACT Structural changes in global wine markets have created new challenges and opportunities ... more ABSTRACT Structural changes in global wine markets have created new challenges and opportunities for small wine producers. Forced to adopt an innovative marketing approach which offers enhanced consumer experience and value, many producers have implemented a combination of direct distribution, relationship marketing and wine tourism in order to develop a positive brand reputation and to become quality niche leaders. The development of the Internet has provided a unique possibility to combine and integrate these entrepreneurial marketing techniques in a complex value proposition. Using this framework of analysis, the study attempts to identify and discuss the features used in the websites of the French wine producers from the Languedoc-Roussilon region in order to improve the efficiency of combined marketing techniques. Based on the primary data collected through a survey of 102 websites, the paper analyses the online marketing approach adopted by the small French wine producers, and proposes a synthetic model of value co-creation which integrates the complex interaction between the producer and the customer in the online environment.
« Here, wine growers hide themselves to die… » said the president of the Agricultural Chamber of ... more « Here, wine growers hide themselves to die… » said the president of the Agricultural Chamber of Languedoc-Roussillon in France. This research work focuses on the strategic choices and competitive behaviors of (very) small firms investigated in the crisis situation of Languedoc-Roussillon wine industry in France. First we should state that very few existing research attempt to identify the strategies applied by small firms in a crisis context characterized as times of resources scarcity and a major downward shift in performance trends. Therefore, our theoretical background focuses on identifying related works concerning strategies used in declining and deregulated sectors, in hypercompetition or during difficult economic times. Our study will try to answer some of the following questions, all related to a specific crisis context: What are the strategic behaviors of small firms and how to explain different levels of performance? What significant links exist between small firms’ strategic choices and global performance? What are the determinants - and especially
managerial determinants - of strategic success and failure? To conduct this research, we first applied an exploratory qualitative approach in order to refine our research proposals that emerged from the theoretical background. Then we formulated our research hypotheses in order to test them with SPSS software using a quantitative approach. We used primary data collected through a questionnaire survey about the strategic behaviors adopted by 160 small wine producers in the region. Our descriptive results indicate that rather than using cost leadership strategies, small firms attempt to grow through niche and differentiation strategies. Moreover our results show that information search and market prospection are good practices to perform better in a crisis context. Those practices are reinforced by the managing director through both its reactivity and search for independence. Therefore, these results underline the impact of the managing director on the small firm’s performance, particularly through his/her capacity to understand new forms of competitive
pressure and his/her will to search for independence, especially financial independence, in a crisis context.
International Journal of Wine Business Research, 2010
Purpose -The purpose of this paper is to investigate the competitive strategies adopted by French... more Purpose -The purpose of this paper is to investigate the competitive strategies adopted by French wine producing firms in a crisis context. Design/methodology/approach -First, two case studies have been developed through interviews with wine producers. They show that many strategies, corresponding to different levels of performance, are possible in a crisis industry. Second, an empirical study has been conducted applying a questionnaire survey addressed in June 2008 to wine producing firms from the Languedoc-Roussillon region, south of France. Third, ordinal regression is operated in order to link financial performance and strategic choices of the investigated 160 respondent firms. Findings -The findings indicated some interesting trends concerning wine producers' perception regarding the effect of the crisis and the strategies adopted by firms. The preferred strategic choice of the majority of investigated firms is the combination of ''niche þ differentiation'' strategies. On the other hand, the strategic choice of firms is influenced by their experience; many less experienced firms prefer to adopt a differentiation strategy or a combination of the ''niche þ differentiation'' strategies. Moreover, statistical analysis shows that no implementation of niche, differentiation or relational marketing lead toward decreasing turnover. Research limitations/implications -This research is focused only on wine producing firms from Languedoc-Roussillon region in France. A second limitation is the fact that firms' performance was not systematically measured. The performance is evaluated mainly indirectly, considering that the investigated firms have survived the crisis. Originality/value -Very few studies have been conducted on this particular topic.
International Journal of Wine Business Research, 2008
... Frochot, I. (2001), "French wine brotherhoods and wine tourism: a complex relationship&q... more ... Frochot, I. (2001), "French wine brotherhoods and wine tourism: a complex relationship", Tourism Recreation Research, Vol. 26 No.2, pp.53-62. ... Getz, DR, Carlsen, J., Anderson, D. (1999), "Critical success factors for wine tourism", International Journal of Wine Marketing, Vol. ...
Books by Franck Duquesnois
The structural changes in the global wine markets have created new challenges and opportunities f... more The structural changes in the global wine markets have created new challenges and opportunities for small wine producers. Forced to adopt an innovative marketing approach which offers enhanced consumer experience and value, many producers have implemented a combination of direct distribution, relationship marketing and wine tourism in order to develop a positive brand reputation and to become quality niche leaders. The development of the Internet has provided an unique possibility to combine and integrate these modern marketing techniques in a complex value proposition. Using this framework of analysis, this study attempts to identify and discuss the features used in the web sites of the French wine producers from the Languedoc-Roussillon region in order to improve the efficiency of combined marketing techniques. Based on the primary data collected through the survey of 102 web sites, the paper analyses the online marketing approach adopted by the small French wine producers, and pr...
The structural changes in the global wine markets have created new challenges and opportunities f... more The structural changes in the global wine markets have created new challenges and opportunities for small wine producers. Forced to adopt an innovative marketing approach which offers enhanced consumer experience and value, many producers have implemented a combination of direct distribution, relationship marketing and wine tourism in order to develop a positive brand reputation and to become quality niche leaders. The development of the Internet has provided an unique possibility to combine and integrate these modern marketing techniques in a complex value proposition. Using this framework of analysis, this study attempts to identify and discuss the features used in the web sites of the French wine producers from the Languedoc-Roussillon region in order to improve the efficiency of combined marketing techniques. Based on the primary data collected through the survey of 102 web sites, the paper analyses the online marketing approach adopted by the small French wine producers, and proposes a synthetic model of value co-creation which integrates the complex interaction between the producer and the customer in the online environment.
Journal of Small Business Entrepreneurship, Dec 19, 2012
ABSTRACT Structural changes in global wine markets have created new challenges and opportunities ... more ABSTRACT Structural changes in global wine markets have created new challenges and opportunities for small wine producers. Forced to adopt an innovative marketing approach which offers enhanced consumer experience and value, many producers have implemented a combination of direct distribution, relationship marketing and wine tourism in order to develop a positive brand reputation and to become quality niche leaders. The development of the Internet has provided a unique possibility to combine and integrate these entrepreneurial marketing techniques in a complex value proposition. Using this framework of analysis, the study attempts to identify and discuss the features used in the websites of the French wine producers from the Languedoc-Roussilon region in order to improve the efficiency of combined marketing techniques. Based on the primary data collected through a survey of 102 websites, the paper analyses the online marketing approach adopted by the small French wine producers, and proposes a synthetic model of value co-creation which integrates the complex interaction between the producer and the customer in the online environment.
This study adapts the research framework applied by previous studies regarding the determinants o... more This study adapts the research framework applied by previous studies regarding the determinants of small firm performance in hostile environments to investigate the factors that influence the performance of small wine producers during a market crisis manifested in the Languedoc-Roussillon region. Taking into account the importance of a clear managerial perception of the business environment during crisis and the importance of an entrepreneurial orientation for firm survival and success, two research hypotheses are developed, each with two additional sub-hypotheses. The analysis of primary data, representing information provided by 160 small wine producers from Languedoc-Roussillon region, collected though a mail questionnaire survey between May-October 2008, is realized in several successive phases. After applying Exploratory and Confirmatory Factor Analysis to the items included in the measurement scales of the considered variables, the statistical significance of relationships between variables is tested using Multiple Regression Analysis (MANOVA). The findings confirm only two of the four research sub-hypotheses, indicating the existence of a positive impact of manager's understanding of competitive pressures and of his/her proactivity on firm performance in a crisis situation. The partial validation of the two research hypotheses indicates a complex and multidimensional relationship between the manager's environmental and entrepreneurial orientation and small firm performance in the wine sector. The interpretation of these findings has to take into account first, the specific characteristics of the regional crisis, and second, the business knowledge and strategic capabilities of the investigated wine producers.
In this paper, we explore the difficulties faced by SMEs and entrepreneurs within a fast-paced de... more In this paper, we explore the difficulties faced by SMEs and entrepreneurs within a fast-paced degrading environment such as a declining industry facing conjonctural crises. First, we explain the specificity of the wine market in the South of France which is determined by a specific combination of decline and crises. Secondly, we present an academic literature related to firms 'responses dealing with fast changing environments and difficult economic conditions. Then, we debate the significant challenges faced by small wine producers to succeed in a difficult economic environment.
academyofwinebusiness.com
The structural changes in the global wine markets have created new challenges and opportunities f... more The structural changes in the global wine markets have created new challenges and opportunities for small wine producers. Forced to adopt an innovative marketing approach which offers enhanced consumer experience and value, many producers have implemented a combination of direct distribution, relationship marketing and wine tourism in order to develop a positive brand reputation and to become quality niche leaders. The development of the Internet has provided an unique possibility to combine and integrate these modern marketing techniques in a complex value proposition. Using this framework of analysis, this study attempts to identify and discuss the features used in the web sites of the French wine producers from the Languedoc-Roussillon region in order to improve the efficiency of combined marketing techniques. Based on the primary data collected through the survey of 102 web sites, the paper analyses the online marketing approach adopted by the small French wine producers, and proposes a synthetic model of value co-creation which integrates the complex interaction between the producer and the customer in the online environment.
Journal of Small Business & Entrepreneurship, 2011
ABSTRACT Structural changes in global wine markets have created new challenges and opportunities ... more ABSTRACT Structural changes in global wine markets have created new challenges and opportunities for small wine producers. Forced to adopt an innovative marketing approach which offers enhanced consumer experience and value, many producers have implemented a combination of direct distribution, relationship marketing and wine tourism in order to develop a positive brand reputation and to become quality niche leaders. The development of the Internet has provided a unique possibility to combine and integrate these entrepreneurial marketing techniques in a complex value proposition. Using this framework of analysis, the study attempts to identify and discuss the features used in the websites of the French wine producers from the Languedoc-Roussilon region in order to improve the efficiency of combined marketing techniques. Based on the primary data collected through a survey of 102 websites, the paper analyses the online marketing approach adopted by the small French wine producers, and proposes a synthetic model of value co-creation which integrates the complex interaction between the producer and the customer in the online environment.
« Here, wine growers hide themselves to die… » said the president of the Agricultural Chamber of ... more « Here, wine growers hide themselves to die… » said the president of the Agricultural Chamber of Languedoc-Roussillon in France. This research work focuses on the strategic choices and competitive behaviors of (very) small firms investigated in the crisis situation of Languedoc-Roussillon wine industry in France. First we should state that very few existing research attempt to identify the strategies applied by small firms in a crisis context characterized as times of resources scarcity and a major downward shift in performance trends. Therefore, our theoretical background focuses on identifying related works concerning strategies used in declining and deregulated sectors, in hypercompetition or during difficult economic times. Our study will try to answer some of the following questions, all related to a specific crisis context: What are the strategic behaviors of small firms and how to explain different levels of performance? What significant links exist between small firms’ strategic choices and global performance? What are the determinants - and especially
managerial determinants - of strategic success and failure? To conduct this research, we first applied an exploratory qualitative approach in order to refine our research proposals that emerged from the theoretical background. Then we formulated our research hypotheses in order to test them with SPSS software using a quantitative approach. We used primary data collected through a questionnaire survey about the strategic behaviors adopted by 160 small wine producers in the region. Our descriptive results indicate that rather than using cost leadership strategies, small firms attempt to grow through niche and differentiation strategies. Moreover our results show that information search and market prospection are good practices to perform better in a crisis context. Those practices are reinforced by the managing director through both its reactivity and search for independence. Therefore, these results underline the impact of the managing director on the small firm’s performance, particularly through his/her capacity to understand new forms of competitive
pressure and his/her will to search for independence, especially financial independence, in a crisis context.
International Journal of Wine Business Research, 2010
Purpose -The purpose of this paper is to investigate the competitive strategies adopted by French... more Purpose -The purpose of this paper is to investigate the competitive strategies adopted by French wine producing firms in a crisis context. Design/methodology/approach -First, two case studies have been developed through interviews with wine producers. They show that many strategies, corresponding to different levels of performance, are possible in a crisis industry. Second, an empirical study has been conducted applying a questionnaire survey addressed in June 2008 to wine producing firms from the Languedoc-Roussillon region, south of France. Third, ordinal regression is operated in order to link financial performance and strategic choices of the investigated 160 respondent firms. Findings -The findings indicated some interesting trends concerning wine producers' perception regarding the effect of the crisis and the strategies adopted by firms. The preferred strategic choice of the majority of investigated firms is the combination of ''niche þ differentiation'' strategies. On the other hand, the strategic choice of firms is influenced by their experience; many less experienced firms prefer to adopt a differentiation strategy or a combination of the ''niche þ differentiation'' strategies. Moreover, statistical analysis shows that no implementation of niche, differentiation or relational marketing lead toward decreasing turnover. Research limitations/implications -This research is focused only on wine producing firms from Languedoc-Roussillon region in France. A second limitation is the fact that firms' performance was not systematically measured. The performance is evaluated mainly indirectly, considering that the investigated firms have survived the crisis. Originality/value -Very few studies have been conducted on this particular topic.
International Journal of Wine Business Research, 2008
... Frochot, I. (2001), "French wine brotherhoods and wine tourism: a complex relationship&q... more ... Frochot, I. (2001), "French wine brotherhoods and wine tourism: a complex relationship", Tourism Recreation Research, Vol. 26 No.2, pp.53-62. ... Getz, DR, Carlsen, J., Anderson, D. (1999), "Critical success factors for wine tourism", International Journal of Wine Marketing, Vol. ...