Le marché de l'excellence - Les grands crus face à la mondialisation (French Edition) by Marie-France Garcia-Parpet

The Market of Excellence - The Great Wines Facing Globalization by Marie-France Garcia-Parpet, published by Seuil, is an essential work for understanding the current transformations of the global wine market. This book combines ethnographic research and a sociological approach to analyze the underlying dynamics of the international competition among great wines.

Historically, French viticulture has dominated the global market thanks to its great wines and a continuous quest for excellence. However, in recent years, this prestigious sector has been experiencing an unprecedented crisis. Faced with the rise of producers from the "New World", a question arises: is this international competition merely a simple price war or are there deeper factors at play?

Marie-France Garcia-Parpet demonstrates that ranking battles are at the heart of recent changes in the global wine market. She reveals that the resources mobilized in this competition go far beyond the investment of individual entrepreneurs or state intervention.

The author explores the social characteristics of economic agents, their lifestyles, and the modes of consumer socialization. These elements play a crucial role in understanding this globalized competition. Beyond wine, this book sheds light on other markets where the logic of qualifying excellence is predominant.

This book, rich in analysis and perspectives, is a valuable tool for anyone interested in the dynamics of the wine market, the evolution of French viticulture, or the processes of globalization of luxury product markets.

Book Features:

• Format: Paperback
• EAN13: 9782020996839
• ISBN: 978-2-02-099683-9
• Publisher: Seuil
• Publication Date: 17/03/2009
• Collection: Liber
• Number of Pages: 266
• Dimensions: 22 x 13 x 1.7 cm
• Weight: 265 g
• Language: French
• Original Language: French

Book Summary:

In "The Market of Excellence - The Great Wines Facing Globalization", Marie-France Garcia-Parpet invites us to a profound reflection on the place of French viticulture in a globalized context. Through an in-depth sociological analysis, she demonstrates that the international competition around great wines is not just a matter of price, but encompasses a variety of social and economic factors. This work goes beyond the wine market to extend to a multitude of other luxury markets, thus offering a fresh perspective on the contemporary challenges of globalization.