Inter-branch organization, the unique blending strategy of Champagne Wines
authors
keywords
- Blending strategy
- Champagne Wines
- Inter-branch organization
- Dynamic capabilities
- Diversity
document type
COMMabstract
The concept of dynamic capabilities is applied to two wine unions: The Champagne Houses Union and The Champagne Grape Producers Union. Through inter-branch organization they both defend and promote the “Appellation Champagne.” The theoretical model seeks to combine organizational and inter-organizational dynamic capabilities in order to develop a blending strategy for the stakeholders and their markets. The results highlight a combination of skills, firstly, expertise in the market of Champagne; secondly, expertise in the cultivation of grapes and thirdly trading expertise. The assembly of resources is achieved in a territorial context by alliancing strategy that orchestrated the balance of power relationship. The blending strategy is defined by the dynamic capabilities as the inter-branch organization’s ability to harmonize by consensus, integrate, build and reconfigure diversity to address rapidly changing environment. Diversity can be summarized here as all of the all idiosyncratic characteristics stakeholders in the determination of their entrepreneurial and alliance strategies.