000			01372cam a2200157 4500500
005			20250121093610.0
041			_afre
042			_adc
100	1	0	_aNdione, Louis César _eauthor
245	0	0	_aRe-inventing a heritage of taste in times of crisis. The case of the champagne producers
260			_c2023.
500			_a94
520			_aChampagne houses have been able, by dint of effective communication, to craft a champagne that speaks luxury and haute couture. This study focuses on winegrowers (grower-producers and grower-cooperators) who display strongly ingrained values of “terroir” and authenticity. Faced with falling demand and fierce market competition, this investigation examines ways of re-inventing the heritage of champagne to better promote and differentiate this product. Using a qualitative approach, it highlights the importance of developing a new heritage strategy, promoting the economic value of this offering, and enhancing existing experiential marketing campaigns. This research study concludes with valuable managerial and operational contributions relating to relevant heritage strategies to be considered in this crisis-stricken sector.
786	0		_nManagement & Avenir | o 135 | 3 | 2023-06-06 | p. 15-35 | 1768-5958
856	4	1	_uhttps://shs.cairn.info/journal-management-et-avenir-2023-3-page-15?lang=en&redirect-ssocas=7080
999			_c516355 _d516355