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How fine wine producers can make the best of counterfeiting

Author

Listed:
  • Gilles Grolleau

    (CEE-M - Centre d'Economie de l'Environnement - Montpellier - CNRS - Centre National de la Recherche Scientifique - INRAE - Institut National de Recherche pour l’Agriculture, l’Alimentation et l’Environnement - Institut Agro Montpellier - Institut Agro - Institut national d'enseignement supérieur pour l'agriculture, l'alimentation et l'environnement - UM - Université de Montpellier, ESSCA Research Lab - ESSCA - Ecole Supérieure des Sciences Commerciales d'Angers)

  • Juliette Evon

    (ESSCA Research Lab - ESSCA - Ecole Supérieure des Sciences Commerciales d'Angers)

  • Yi Qian

    (Sauder - Sauder School of Business [British Columbia] - UBC - University of British Columbia)

Abstract

Given that counterfeiting cannot be easily eliminated, we develop four approaches by which luxury wine producers can leverage the opportunities of being counterfeited. Counterfeit wines can increase brand exposure and awareness and serve as gateways for their genuine counterparts. Genuine producers can exploit the existence of counterfeit wines to develop innovative wine-based experiences that cannot be counterfeited and boost innovation strategies.

Suggested Citation

  • Gilles Grolleau & Juliette Evon & Yi Qian, 2022. "How fine wine producers can make the best of counterfeiting," Post-Print hal-03763750, HAL.
    • Handle: RePEc:hal:journl:hal-03763750
    DOI: 10.1002/jsc.2522
    as

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