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Meaning of packaging and innovation dynamics in a traditional luxury sector: the example of growers’ champagne
[Signification des packagings et dynamiques d’innovation dans un secteur de luxe traditionnel : l’exemple des champagnes de vignerons]

Author

Listed:
  • Aurélie Ringeval-Deluze

    (REGARDS - Recherches en Économie Gestion AgroRessources Durabilité Santé- EA 6292 - URCA - Université de Reims Champagne-Ardenne - MSH-URCA - Maison des Sciences Humaines de Champagne-Ardenne - URCA - Université de Reims Champagne-Ardenne)

  • Louis César Ndione

    (REGARDS - Recherches en Économie Gestion AgroRessources Durabilité Santé- EA 6292 - URCA - Université de Reims Champagne-Ardenne - MSH-URCA - Maison des Sciences Humaines de Champagne-Ardenne - URCA - Université de Reims Champagne-Ardenne)

Abstract

Based on a semiotic analysis of the packaging of 10 0 winegrowers champagnes in association with 19 expert interviews, we identify the traditional "champagne codes" as well as the means of packaging innovation and the major tensions that they reveal for this product category. We are thus completing the marketing literature on the packaging of prestige wines.

Suggested Citation

  • Aurélie Ringeval-Deluze & Louis César Ndione, 2021. "Meaning of packaging and innovation dynamics in a traditional luxury sector: the example of growers’ champagne [Signification des packagings et dynamiques d’innovation dans un secteur de luxe tradi," Post-Print hal-03266127, HAL.
    • Handle: RePEc:hal:journl:hal-03266127
    DOI: 10.3917/mav.123.0161
    Note: View the original document on HAL open archive server: https://hal.science/hal-03266127
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    References listed on IDEAS

    as
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    Keywords

    Semiotic analysis; packaging innovation; champagne; Analyse sémiotique; innovation-packaging;
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