Difficulties in adapting to the globalization of markets: A case study of the Bordeaux wine trade [Difficultés d'adaptation à la mondialisation des marchés: Le cas du négoce des vins de Bordeaux]

摘要

Within a context of ever-increasing international competition and the restructuring of world wine markets around a fringe oligopoly, is the wine trade in Bordeaux capable of profiting from this new order by imposing itself as an aggressive player in the restructuring of the wine industry in France and in the rest of the world? For companies from the Gironde region which are characterized by a lack of financial resources and which are ill-equiped from a marketing point of view, it will be not easy. For around fifteen years now the concentration of the Gironde wine trade has rapidly accelerated and, apart from a few notable exceptions, it is companies whose head-quarters are outside the Gironde area that are taking advantage of the situation. In the long term this development raises the question of the decision - making centres of these new wine producing mega groups. Will the Bordeaux market place be able to keep a leader of international calibre?