Wine management and marketing 2: Responses of the industry to crises and new expectations [Introduction]

This second volume of Wine Management and Marketing, following the first volume published in 2021, proposes to present new studies on issues in the sector, on the competitiveness of companies, and on organizations in a competitive but highly regulated market context. Therefore, it approaches the wine industry in different dimensions, with plural approaches, authors specializing in different disciplines of the social sciences, economics and management, and different angles and objects of study, in order to try to shed light on its complexity. Thus, the subjects of the various chapters proposed concern organizations or companies, often specialized in the production or trade of wine; they may also concern the sector or industry as a whole. In all cases, the authors, who are researchers strongly committed to this sector, were then able to consider many industrial specificities that give the industry a special place within the agricultural and agri-food industries. The bias here is once again to multiply approaches beyond the frontiers of marketing sensu stricto, sometimes management sciences or economics, since they shed light on wine markets and the impact of certain actions on the general economy and the competitiveness of the sector [...]