No open-access location is known for this record yet.
No open-access location is known for this record yet.
The wine market is a pretty paradoxical research object for the economical and marketing studies. In France alone, every year, hundreds of thousands of new brand-differentiated products are marketed. How can so many brands survive to any rationalization process? One could think this situation to be tied to a kind of French paradox, but the number of wine brands is also increasing in all wine producing countries whether “old”, like Spain or “new” as US. The winemarket helps us revise some of our most widely shared hypothesis on the empirical functioning of the markets. Which are the market procedures sustaining the happy encounter between a drinker and a wine? Is it the wine quality? Is it it’s a good product signalisation? Are there social distinctive processes? Is it a general opacity of the market? Is it the good adjustment to the consumers taste?“Wine choice must be grounded on quality” was the clear answer chosen by AOCs1, which continuously, during the whole 20th century, claimed that they conveyed information about the quality of the wines. But this claim never stopped to be challenged and debated. Grounding on the empirical study of the quality wine market, this communication will show how a variety of actors struggled to help for the recognition of the quality of the wines. From this stubborn will an original quality differentiated market shape arose.Indeed, the variety of the judgements about the wines quality deserved several interpretations:quality, and therefore AOCs, was said to be a multi-influenced intrinsic product characteristic or a pure illusion proceeding from psychosocial or economical construction mechanisms.Accusation after accusation, debate after debate, the authors acknowledged as able to define quality changed, such as quality itself and the role devoted to AOCs, and new market organisations appeared. Nevertheless, far from sweeping away the old procedures, the new solutions cohabited with them making the wine market appear today as a complex multilayered sandwich of market procedures that fostered the development of a market of hundred of thousands of wine brands.
Loading…
Imported from OpenAlex (CC0) — nothing here is generated.