ARE BURGUNDY WINES TOO CHEAP? AN INVESTIGATION ON LAND PRICES, RENT PRICES, TENANT FARMING AND WINE PRICE

LECAT Benoît,CHAPUIS Claude,BROUARD Joelle,BIZOT Jean-Yves 글로벌지식마케팅경영학회 2015 Global Fashion Management Conference Vol.2015 No.06

The purpose of this research is to study the evolution of the price of Burgundy wines and to try to identify the reasons for such an evolution. Land prices, rent prices and wine prices in Burgundy will be analysed over the last decades. In terms of results, the price of wine in Burgundy has been observed to rise drastically in recent years as well as the evolution of land and rent prices. A better comprehension of price variations could help wine companies manage their long term profitability, especially if land were considered as an investment (and therefore, part of the company). As a recommendation, marketing tools but also training should be used by craftsmen to build, promote and distribute strong brands in order to remain on the market but also to attract major agents and importers and be distributed worldwide.

PRICE PREMIUM POLICY IN THE SINGLE MALT SCOTCH WHISKY INDUSTRY: IS THERE A TRADING-UP PHENOMENON WITHIN THE INDUSTRY?

LECAT Benoît 글로벌지식마케팅경영학회 2015 Global Fashion Management Conference Vol.2015 No.06

The prices of premium brands of Single Malt Whisky have risen during the last years and the demand as well. The objective of this research is to check if a trading-up phenomenon can be observed within the industry and in which circumstances the clients are willing to pay more for premium brands of Single Malt Scotch Whisky given (1) situation of purchase (for yourself; for the birthday of a good friend; for a nice dinner to share with friends; for a present for your boss; for a party with friends who are non-connoisseurs); (2) distribution channels used to sell those premium brands (duty-free; Specialty Store and Super-market); (3) socio-demographics variable; (4) level of expertise and (5) for specific whisky attributes (among 14). The main results show that a consumer is willing to pay a higher price premium for his boss than for his friends. Attributes used to select whiskies are not the same depending the channels. In a specialty store, the premium factors the industry should develop to charge price premium are the cask number, bottling by independent or for commemorative event and bottles coming from closed distilleries whereas in duty-free, independent bottling, vintage and cask's origin and bottling for a specific country are key attributes. For Supermarket, private label is a way to charge higher price. Level of alcohol should not be too high. Level of expertise is strangely not influencing the willingness-to-pay price premium.

LESSONS FROM THE PAST (1822-1973): HOW DID “NICOLAS WINE MERCHANT CHAIN” USE PROMOTION TOOLS AND LUXURY CODES TO GROW OVER TIME?

Benoit Lecat,Joelle Brouard,Claude Chapuis 글로벌지식마케팅경영학회 2017 Global Fashion Management Conference Vol.2017 No.07

Despite its innovative and avant-garde reputation, the luxury industry initially began showing a very low commitment to new online marketing tools and it held a conservative approach to selling when compared to other sectors. Nowadays, the context has dramatically changed and luxury brands are approaching with an increasing interest social networks as well as the online selling. This research aims to clarify the current strategic approaches of the players in the different luxury markets towards the social commerce phenomenon, from both a theoretical and an empirical point of view. The purpose is to test a framework that can be used to classify luxury companies’ strategies regarding social media adoptions based on actual theories on social media. Four strategies related to the social media adoption by luxury brands have been identified: the Social brand ambassadors strategy class (low promotional content percentage and low social commerce score) includes those brands that use social media for entertainment and user engagement; the Social showcases strategy (high promotional content percentage and low social commerce score) includes those brands that use their social accounts as online catalogues; the Social infotainers strategy (low promotional content percentage and high social commerce score) includes those brands that scored high in social commerce, mainly because of the provision of informative content and brand–consumer interactions, but they were linked to more entertainment-oriented actions rather than product-related ones. Finally, the Social sellers strategy (high promotional content percentage and high social commerce score) includes those brands that have integrated social commerce into their online strategies and have subsequently exploited the potential of social media to drive online and offline sales. The database is built using original data from a content analysis of 100 luxury brands’ postings on five different social media platforms – namely Facebook, Twitter, YouTube, Instagram, and Pinterest. The total final sample included 12,132 Facebook posts, 21,216 tweets on Twitter, 1,105 YouTube videos, 10,138 Instagram pictures/videos, and 117,359 Pinterest pictures. The main findings are the following: luxury brands adopt at this stage the Social brand ambassadors and Social showcases approaches; brands belonging to the perfumery, cosmetics, jewelry and watches markets show a more developed attitude towards the social commerce; in other luxury markets, such as wine and spirits, brands still adopt a Social Brand Ambassador strategy, while managers should increase the promotional content in order develop the social commerce. The Fashion & Accessories brands show a positive relationship between the percentage of promotional content and social commerce score. This means that social commerce adoptions depend on the single brand’s strategic choices, ranging from low adoption to best practices. In general, social commerce is still not widespread; many luxury fashion brands, while presenting new collections during fashion weeks, focused on fashion shows, backstage events, and celebrities, rather than really promoting the new product lines with materials, availability, and purchasing indications. This social media approach is mainly focused on increasing brand awareness rather than increasing social commerce. If managers aim at increasing social commerce they should add direct call to action and link the contents to e-commerce market place. Automotive brands are concentrated in the Social showcases area; This sector encounters natural limitations in the introduction of social commerce due to the difficulty of selling products through the digital channel; many brands have, however, devised strategies to approach their users during the purchasing process prior to the actual transaction to take advantage of the increasing ROPO phenomenon. Conversely, the Perfumes & Cosmetics sector shows a highly fragmented approach to social commerce. The content analysis based on single post contents has shown that actually the contents are based on pictures of the products, or the brand, information on events, and a large and increasing presence of video posts based storytelling about the history of the product and the brand heritage; the most social commerce oriented posts are picture or video focused on the product. The commercial contents that aim at developing the see now, buy now approach are mainly based on video shows.

EXPLORING CUSTOMER EXPERIENCE WITH TABLETS IN M-COMMERCE: THE CASE OF WINE AND LUXURY BRANDS

PELET Jean-Eric,LECAT Benoît,El Amrani Redouane,Papadopoulou Panagiota 글로벌지식마케팅경영학회 2015 Global Fashion Management Conference Vol.2015 No.06

Tablets and the omnipresent mobile environment create opportunities and challenges for m-commerce (mobile commerce) vendors, seeking to increase their profits. Understanding factors that affect that consumer behavior, positively and negatively, in tablets is essential for vendors in order to provide a fruitful m-commerce customer experience. The objective of this paper is to facilitate the understanding of consumers’ perceptions and behavior in m-commerce and social media on tablets and explore the potential of tablets for m-commerce purposes. The paper reports the findings of two exploratory research studies on wine and luxury goods. The first study examines consumer perceptions of the use of tablets and social media, in the context of m-commerce of wine. The second study relates to selling of luxury goods through the Internet. The results of our qualitative analysis show that user experience and design aspects, such as ease-of-use, are important factors for tablet adoption and use for m-commerce and social media. Adapting web content to tablets is, therefore, critical to enable effective m-commerce on this popular device. Business opportunities enabled by tablets and social media in m-commerce and how these can be leveraged in the wine and the wider luxury goods context are discussed.

ALCOHOL MARKETING REGULATION: A COMPARISON BETWEEN FRANCE & THE UNITED KINGDOM

Tom Farrel,Beno?t Lecat 글로벌지식마케팅경영학회 2014 Global Marketing Conference Vol.2014 No.7

This research compares the nature and effectiveness of different approaches to alcohol marketing regulation in Europe using the cases of UK and France. Both countries have well-established yet contrasting regulatory frameworks. This paper provides an analysis of the French (Loi Evin) & UK (ASA/CAP & PORTMAN GROUP) codes of alcohol marketing control. We critique the structure in the regulatory processes of each country in specific relation to the control alcohol marketing. Our research provides much needed insights into the relative merits and demerits of different regulatory systems in terms of codes of practice self-regulation, and alcohol marketing legislation. The findings are important in terms of policy and practical implications for alcohol marketers, regulators, health organizations and consumers.

AN EXPLORATORY STUDY TO DEVELOP KOREAN FOOD AND WINE PAIRING CRITERIA

C Sangmi Kim,Benoît Lecat 글로벌지식마케팅경영학회 2014 Global Marketing Conference Vol.2014 No.9

Despite the sales increase of wine in Korea, still fewer Koreans consume wine with Korean food and many Koreans believe that Western food pairs well with wine (Goodman, 2009; Lee, Zhao, & Ko, 2005; Stephens, 2003). This could reduce the opportunities of wine consumption in Korea and critically influence the future growth of Korean wine market. Therefore, this study aimed to develop Korean food and wine pairing criteria. According to the literature review, there is no cultural difference in people’s taste perception, but from the daily diet, people develop different taste preference (Bertino, Beauchamp, & Jen, 1983; Druz & Baldwin, 1982; Laing et al., 1994; Prescott et al., 1993; Prescott et al., 1997, 1998; Yamaguchi, Kimura, & Ishii, 1988). The preference gap is more obvious for beverages than foods (Chung et al., 2012). Food and wine pairing have evolved throughout the Western culinary history. Therefore, the pairing criteria are deeply connected with Western cuisine. As Korean food has its own flavour profile and Koreans have had different dining culture, it is unclear if the criteria are applicable to Korean palates. However, there is scant previous research on Korean food and wine pairing. This is an exploratory study using sequential mixed methods. The qualitative study was done first by performing twelve one-on-one interviewees and one focus group interview. The features influencing Korean food and wine pairing were discovered from the qualitative study. Then, the quantitative study followed by a questionnaire survey of Korean wine consumers. 151 questionnaires were distributed and 138 valid responses were achieved. The qualitative results were tested and generalised from the quantitative study. Hot spiciness, strong flavours and hot food temperature were identified as three unique characteristics. They were all hindrances to wine pairing according to the Western criteria. Wine-friendly Korean dishes commonly did not include those features. However, Korean daily diet has developed Koreans’ different wine preference. There was a segment of Korean wine consumers who enjoy the burning sensation in the mouth and prefer to match tannic red wine to hot spicy dishes. As a result, nine criteria of Korean food and wine pairing were developed. Seven criteria were from the Western criteria that could be applicable to Korean food. Two criteria were newly identified from this research. This study demonstrates Korean food and wine pairing criteria focusing on Koreans’ five primary tastes (e.g. sweetness, sourness, saltiness, bitterness and hot spiciness). However, there are other elements such as textures and flavours generated from a variety of cooking methods, fermented seafood sauces and spices. Thus, further researches are required to complete the criteria. In addition, an experimental study could further confirm the result of this study.

Ethionamide Boosters: Synthesis, Biological Activity, and Structure−Activity Relationships of a Series of 1,2,4-Oxadiazole EthR Inhibitors

Flipo, Marion,Desroses, Matthieu,Lecat-Guillet, Nathalie,Dirié,, Bertrand,Carette, Xavier,Leroux, Florence,Piveteau, Catherine,Demirkaya, Fatma,Lens, Zoé,Rucktooa, Prakash,Villeret, Vincen American Chemical Society 2011 Journal of medicinal chemistry Vol.54 No.8

<P>We report in this article an extensive structure−activity relationships (SAR) study with 58 thiophen-2-yl-1,2,4-oxadiazoles as inhibitors of EthR, a transcriptional regulator controling ethionamide bioactivation in <I>Mycobacterium tuberculosis</I>. We explored the replacement of two key fragments of the starting lead BDM31343. We investigated the potency of all analogues to boost subactive doses of ethionamide on a phenotypic assay involving <I>M. tuberculosis</I> infected macrophages and then ascertained the mode of action of the most active compounds using a functional target-based surface plasmon resonance assay. This process revealed that introduction of 4,4,4-trifluorobutyryl chain instead of cyanoacetyl group was crucial for intracellular activity. Replacement of 1,4-piperidyl by (<I>R</I>)-1,3-pyrrolidyl scaffold did not enhance activity but led to improved pharmacokinetic properties. Furthermore, the crystal structures of ligand−EthR complexes were consistent with the observed SAR. In conclusion, we identified EthR inhibitors that boost antibacterial activity of ethionamide with nanomolar potency while improving solubility and metabolic stability.</P><P><B>Graphic Abstract</B> <IMG SRC='http://pubs.acs.org/appl/literatum/publisher/achs/journals/content/jmcmar/2011/jmcmar.2011.54.issue-8/jm200076a/production/images/medium/jm-2011-00076a_0014.gif'></P>

Ionospheric delay gradient model for GBAS in the Asia-Pacific region

Saito, S.,Terkildsen, M.,Lecat, F. d.,ICAO, A. I. Springer Science + Business Media 2017 GPS solutions Vol.21 No.4

ALCOHOL MARKETING REGULATION: A COMPARISON BETWEEN FRANCE & THE UNITED KINGDOM

Tom Farrel,Benoît Lecat 글로벌지식마케팅경영학회 2014 Global Marketing Conference Vol.2014 No.9

This research compares the nature and effectiveness of different approaches to alcohol marketing regulation in Europe using the cases of UK and France. Both countries have well-established yet contrasting regulatory frameworks. This paper provides an analysis of the French (Loi Evin) & UK (ASA/CAP & PORTMAN GROUP) codes of alcohol marketing control. We critique the structure in the regulatory processes of each country in specific relation to the control alcohol marketing. Our research provides much needed insights into the relative merits and demerits of different regulatory systems in terms of codes of practice self-regulation, and alcohol marketing legislation. The findings are important in terms of policy and practical implications for alcohol marketers, regulators, health organizations and consumers.

AN EXPLORATORY STUDY TO DEVELOP KOREAN FOOD AND WINE PAIRING CRITERIA

C Sangmi Kim,Beno?t Lecat 글로벌지식마케팅경영학회 2014 Global Marketing Conference Vol.2014 No.7

Despite the sales increase of wine in Korea, still fewer Koreans consume wine with Korean food and many Koreans believe that Western food pairs well with wine (Goodman, 2009; Lee, Zhao, & Ko, 2005; Stephens, 2003). This could reduce the opportunities of wine consumption in Korea and critically influence the future growth of Korean wine market. Therefore, this study aimed to develop Korean food and wine pairing criteria. According to the literature review, there is no cultural difference in people’s taste perception, but from the daily diet, people develop different taste preference (Bertino, Beauchamp, & Jen, 1983; Druz & Baldwin, 1982; Laing et al., 1994; Prescott et al., 1993; Prescott et al., 1997, 1998; Yamaguchi, Kimura, & Ishii, 1988). The preference gap is more obvious for beverages than foods (Chung et al., 2012). Food and wine pairing have evolved throughout the Western culinary history. Therefore, the pairing criteria are deeply connected with Western cuisine. As Korean food has its own flavour profile and Koreans have had different dining culture, it is unclear if the criteria are applicable to Korean palates. However, there is scant previous research on Korean food and wine pairing. This is an exploratory study using sequential mixed methods. The qualitative study was done first by performing twelve one-on-one interviewees and one focus group interview. The features influencing Korean food and wine pairing were discovered from the qualitative study. Then, the quantitative study followed by a questionnaire survey of Korean wine consumers. 151 questionnaires were distributed and 138 valid responses were achieved. The qualitative results were tested and generalised from the quantitative study. Hot spiciness, strong flavours and hot food temperature were identified as three unique characteristics. They were all hindrances to wine pairing according to the Western criteria. Wine-friendly Korean dishes commonly did not include those features. However, Korean daily diet has developed Koreans’ different wine preference. There was a segment of Korean wine consumers who enjoy the burning sensation in the mouth and prefer to match tannic red wine to hot spicy dishes. As a result, nine criteria of Korean food and wine pairing were developed. Seven criteria were from the Western criteria that could be applicable to Korean food. Two criteria were newly identified from this research. This study demonstrates Korean food and wine pairing criteria focusing on Koreans’ five primary tastes (e.g. sweetness, sourness, saltiness, bitterness and hot spiciness). However, there are other elements such as textures and flavours generated from a variety of cooking methods, fermented seafood sauces and spices. Thus, further researches are required to complete the criteria. In addition, an experimental study could further confirm the result of this study.