ITWM 2013

Esc Dijon Institut du management du vin

Conseil Régional de Bourgogne

Chaire Unesco culture et traditions du vin





International Conference on
Innovation & Trends in Wine Management
June 21, 2013
Burgundy School of Business, Dijon, France

Download Registration Form (Word)

Download Registration Form (PDF)

The IMV, Wine Management Institute (Burgundy School of Business, Dijon) andThe UNESCO Chair, “Culture et Traditions du Vin”are pleased to announce that the International Conference on Innovation & Trends in Wine Management (ITWM) will be held in Dijon at the Burgundy School of Business, on 21 June 2013. The Conference will be held for the whole day.

The Conference is intended to bring together researchers and wine professionals in order to explore a range of relevant wine business issues in a multidisciplinary approach.

The Focus of the Conference is Innovation & Trends in all the fields of Wine Management. Innovation tends to play a more and more important role in the wine industry management whether it is in marketing, strategy, human resources, logistics, organisation, accounting, or finance. The purpose of this conference is to underline those trends and try to understand through testimonials, case studies, best practices or academic research where those trends come from, and why and how they work.

When preparing their papers for the Conference, participants are invited to consider emphasizing the diversity of wine emerging trends and innovations in regional settings, business structure, marketing and branding strategies and business and consumer practices. There will be also a special session on case studies in wine business aimed at wine professional.

Attendees will address these issues within a conference format that will include selected papers, case studies and presentations of work-in-progress, which will be edited in the conference proceedings.

Applied sessions will be under the responsibility of a group of wine experts working in the wine industry.

Academic sessions will be under the responsibility of a group of academics involved in research on wine topics, from various disciplines of business management, economics, social sciences and consumer sensorial perception. They will manage the reviewing process.

Full blind refereeing will be provided. A “best paper award” procedure will be organized by IMV & UNESCO.


5 page Summary Papers: The papers should be submitted as summary papers. The limit is 5 single spaced pages (approximately 2,000 words) for the body of the paper. The International Journal of Wine Business Research invites the authors of best papers to submit their work to the Journal.

All papers will be reviewed by a panel of experts and only those reaching a high standard will be accepted. In some cases the authors may be required to revise their papers before being accepted

The papers will be published prior to the symposium in a USB-Key proceeding. Presentations will be 20 minutes long. At least one of the authors who has submitted a paper agrees to be present at the Conference


1/ Climate changes
  • Impact on production conditions
  • Impact on Marketing Strategy (sustainable development)
2/ Industry challenges
  • Fight against counterfeiting (like bubbles code, engraved codes, etc.)
  • Wine tourism initiatives
  • Joint-ventures between wine estates operating in different countries
  • Decrease in operating costs
  • Export and import issues (taxes, public support, seminars, etc.)
  • Human resources issues
3/ New business models
  • The importance of speculation
  • Financial index: LivEx
  • Scarcity/limited production impacting the price
4/ Entrepreneurship and family business
  • Financing and accounting for wineries & vineyards
  • Education in the wine industry
  • Return-on-Investment measurement
  • Business Transmission
5/ Better use of scientific technology
  • Wine-making process
  • Quality improvement
  • Eco-friendly wines (organic-biodynamic-natural)
  • Sustainability
6/ Pricing strategic evolution
  • Premiumisation of wines rated by critics (scarcity management)
  • The emergence of qualitative bulk wines (like Bag-In-Box)
  • Sales promotion in supermarkets
  • Auctions of old vintages
7/ Product Innovations
  • Packaging
  • Alternative closures
  • Q-R codes
  • Labels (certification)
  • Information content on back-labels (stories, grapes, soil, map, )
  • Size of the bottle (magnum or bigger-half bottle)
  • Shape of the bottle to create brand identity
  • Material used: can, BIB, glass, pet, etc.
  • Transformed product (like flavoured wines or champagne with golden leaves, etc.)
  • Cellar management (storage services, monitoring of the temperature change, transport, home-cellar devices, etc.)
8/ Brand Power
  • Brand power generated by intensive promotional supports irrespective of the terroirs or the appellations
  • Branding strategies
  • Power of the fine “dream” wines
  • Mix-ups with appellations & estate names
  • Line extension and brand extension
  • Importance of country-of-origin and region
  • Loyalty programs

9/ Alternative distribution channels and new sales techniques

  • Vending machine
  • M-commerce
  • E-commerce
  • Digital Social Networks
  • Logistics and supply chain challenges (quick access to new markets)
  • Consumer grouped purchase
  • Tasting rooms and sales at the cellar
  • Auctions
  • Large super-store/specialty stores dedicated to wines
  • Selling wines to take-away in non-traditional channels: wine bars, restaurant, en-primeur
  • Wine clubs
  • Development of applications for smartphones (taste-a-wine)
  • Performance increase in shelves’ management in supermarkets
  • Category management
  • Retail brands vs private labels
10/ New Promotion techniques
  • Word-of-mouth effect
  • Events (Vinocamp, fairs, joint events: wine & food; wine & books, charity)
  • Media: street marketing, interactive billboards, social networks
  • Public Relations
  • The impact of movies, books, comic strips, mangas on consumption
11/ Institutional innovations
  • UNESCO-oriented projects

12/ Emergence of new legal and regulatory issues

  • EU constraints
  • National constraints
  • Tax issues
  • Distribution monopolies
13/ Emergence of new segments
  • New consumers : the Y-generation
  • Niche consumption
  • Organic/biodynamic wine consumers
  • Natural wine consumers
  • Religion-oriented wines

14/ Challenges linked to changes in consumers’ purchasing behavior

  • Cultural adaptations (red wines in China)
  • Experimenting (make your own wines)

15/ Consumer changes in terms of taste

  • Consuming less but better
  • Fruity wine; ready-to-drink
  • Preference for residual sugars
  • The influencers’ role : critics, blogs & User-generated contents
  • Lower alcohol percentage wine
  • Flavoured wine
  • Places of consumption (wine bars instead of restaurants, etc.)
16/Case studies for practioners
  • Best practices
  • Success Stories
  • Testimonials
17/ Food and wine associations
18/ Drinking and driving issues


Papers should be:
  • Single spaced throughout
  • Time New Roman 12-point font
  • A4 size page formatting, 2.5cm margins on all slides
  • Submitted in word format

Content order for the paper:

Title (1 page) should include the author’s name(s) on the title page with the institutional identifying information. The title should be followed by an abstract of approximately 100 words (800 characters) and 10 lines maximum, summarizing the aim(s), findings and conclusions of your research. The next two lines should contain the keywords followed by the topic area(s) of your paper.

Body of the paper (5 pages) including tables, figures, footnotes and technical details if required such as mathematical proof or development

References: for full details, see the author guidelines of the IJWBR

Title page and reference pages ARE NOT INCLUDED in the 5 page paper count.

Figures and tables should be integrated into the text as soon as possible after being mentioned.

Footnotes placed at the bottom of the page should be kept to a minimum and numbered consecutively.

Appendices: Should be kept to a minimum and only be included in the paper if absolutely necessary.


Submit your paper as an attached WORD file papers to

Submissions will be accepted from end of January 2013.

More details will be sent in the coming weeks concerning the organization of the Conference. See webpage:


  • Due date (5-page paper): March 31, 2013
  • Notification to the authors: April 30, 2013
  • Submission of final papers (5 pages taking into account reviewers’ comments): May 31, 2013
  • Early-bird registration: May 1-31, 2013
  • Conference: June 21, 2013

Fees include the gala dinner, proceedings, coffee-break and lunch.


Flights to Paris are provided by all major international airlines.

Paris Airports are located two hours by TGV from Dijon (there are direct TGV from Charles De Gaulle Airport or from Gare de Lyon (Paris City Center).

Hotel Listing


The conference website is

The website will include details about the program, accommodation and other essential information. For any questions, contact:


The IMV, Wine Management Institute (Burgundy School of Business, Dijon) & The UNESCO Chair

Organising committee

Scientific Committee


 ESC Dijon· Allaert François-André· Asselineau Alexandre· Atwal Glyn· Bourg Ghislain· Brouard Joëlle

· Chapuis Claude

· Ditter Jean-Guillaume

· Hynes Niki

· Ingham Marc

· Lecat Benoît

· Reboud Sophie

· Resnik Evelyne

· Sutan Angela

· Wilson Damien

Oxford Brookes University

· Gannon Judie

· Quinton Sarah

· Sloan Donald

Barrère christian Université de Reims
Bobrie François ‎ Université de Poitiers
Celhaye Franck Sup de Co Montpellier
Charters Steve Reims Management School
Fensterseifer Jaime Sup Agro Montpellier
Pichery Marie-Claude Université de Bourgogne
Reboud Sophie ESC Dijon
Remaud Hervé Bordeaux Ecole de Management
Tanguy Corinne AgroSup Dijon – CESAER
· Ballantyne David · University of Otago
· Benson-Rea Maureen · University of Auckland
· Lockshin Larry · University of South Australia
· Lewis Geoffrey · Melbourne Business School
· Outreville Jean-François · HEC Montreal
· Gilinsky Armand · Sonoma State University
· Thach Liz · Sonoma State University
· McGarry Marianne · California Polytechnic State University
· Wolf Mitch · California Polytechnic State University
· Makiko Omura · Meijigakuin University, Tokyo
· Austria: Stöckl Albert · FH Burgenland
· Belgium: Zidda Pietro · FUNDP-Namur
· Belgium: Giot Pierre · FUNDP-Namur
· Germany: Orth Ulrich · University of Kiel
· Germany: Hoffman Dieter · FA Gesenheim
· Italy: Santini Cristina · Università San Raffaele/Roma
· UK: Smith Barry · Birkbeck University of London
· UK: Ritchie Caroline · Cardiff Metropolitan University

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