Pierre MORA

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Dr. Pierre Mora : Permanent professor Marketing Department KEDGE BS.

-Wine Marketing : research on Wine and SME's , consumer behavior, sharing of the added valuein the wine business system. Publication: 4 books in the context of Wine Industry. Several. Case studies on Châteaux and wine merchants. He designed a wine business game (TheFrench paradox).

-Small and Medium Sized Firms : marketing andentrepreneurship in the context of SME's; specificites of the marketing policy and structure.

- Sustainable Marketing : constraints and opportunities of the XXIth century, new business models. DeMarketing, Sustainable consumption, Flipping the marketing approach, sustainable brands.

    Recent publications
    Publication Year of publication Type of publication
    Toften, K., Mora, P., Hammervoll, T. (2018). Niche firms in Bordeaux and their sustainable competitive advantages. Journal of Marketing Trend, 5 (2), April, 15-30 2018 Refereed Article
    Mora, P., Livat, F. (2017). Does Storytelling Add Value? The case of Bordeaux Fine Wines. In Campbell, Colin L. (Ed.) , The Customer is NOT Always Right? Marketing Orientations in a Dynamic Business World, Springer, pp. 187-191. Proceedings of the 2011 World Marketing Congress, Reims (France) 2017 Chapter
    Mora, P. (2017). Château d'Issan: What role for a grand cru in Margaux?. Cas CCMP, KEDGE-MA-020 2017 Case Study
    Mora, P. (2017). Entrez dans l’ère du « marketing renversé. Harvard Business Review France, 10 mai 2017 Refereed Article
    Mora, Pierre & White, Tim : "The Bonfils vinyards: What is the ideal development model for an independent wine producer in an area dominated by co-operatives? " KEDGE-MA-014 2016 Case Study
    Danielle Case StudyTAGNONI & Pierre MORA (2016) "Le Mucem : la créativité au service du fundraising". KEDGE-MA-017, Collection KEDGE. CCMP. Juin 2016 2016 Case Study
    Pierre MORA, Wine positioning : A handBook with 40 Case Studye studies of wine brands and wine regions in the world, Springer (Management for professionals),Version papier : ISBN 978-3-319-24479-2 - e-Book : ISBN 978-3-319-24481-5 - 21 Novembre 2015 2015 Book
    Pierre MORA ; Danielle Case StudyTAGNONI Château La Coste ou comment associer art contemporain, vin et écologie, CCMP, Collection KEDGE BS, n°KEDGE-MA-001 2015 Case Study
    G. BRESSOLLES ; Y. ESTRADE ; Pierre MORA, Noctéa.com : un pure player la croisée des chemins, CCMP, Collection KEDGE BS, n°KEDGE-MA-002Prix ARIANE-FNEGE de la meilleure étude de Case Study TPE 2014 2015 Case Study
    Pierre MORA, Les Vignobles Bonfils: : quel modèle de développement pour un producteur récoltant indépendant au pays des coopératives ?, étude de Case Study CCMP , KEDGE-MA-008 2015 Case Study
    Pierre MORA, UNIKECO ou la solution durable au jetable, CCMP-Kedge-MA-007 2015 Case Study
    Tatiana BOUZDINE-CHAMEEVA ; Christophe FAUGERE ; Pierre MORA "Branding winery tourism destination - Bordeaux Case Studye", in Kyuho Lee (dir.), Strategic Winery Tourism & Management, Waretown, (N J- USA) : Apple Academic Press Inc. (Advances in Hospitality and Tourism), 328 p., November 2015, ISBN-10: 1926895681 ISBN-13: 978-1926895680 2015 Chapter
    Pierre MORA Plutôt CITIZ ou BlueCub, Étude de Case Study CCMP n°M18-30 04-14, mai 2014 2014 Case Study
    Pierre MORA, "Strategic Thinking for the Future of Bordeaux Wines", Wine Economic Policy (WEP), vol. 3, n°2, December 2014, pp. 142-146 2014 Refereed Article
    Pierre MORA, « Facteurs clés de succès des PME face à la crise : illustration sur vingt-cinq Case Study de PME », in Gilles LECOINTRE, Le Grand Livre de l’Economie, GUALINO éditions, 3e éd., novembre 2014, 1022 pages 2014 Chapter
    Trond HAMMERVOLL, Pierre MORA, Kjell TOFTEN, « The financial crisis and the wine industry: The performance of niche firms versus mass-market firms », Wine Economics and Policy, vol. 3, n°2, pp. 142-146, December 2014 2014 Refereed Article
    Pierre MORA. "Fréquences de consommation : Une lame de fond plus qu'un effet de mode", in Jean-François Trinquecoste Le vin et ses marchés, Annales n°5, Dareos Feret, juin 2013 2013 Chapter
    TOFTEN, Kjell ; HAMMERVOLL, Trond ; Pierre MORA ; Valérie BARBAT. "Successful niche firms in times of financial crisis - an empirical study of the french wine industry"Journal of Marketing Trends, vol. 2, January- May 2013, pp. 73-80 2013 Refereed Article
    Pierre MORA, ENERCOOP, The Case Studye Center (ECCH), n°513.094.1 2013 Case Study
    Pierre MORA ; Florine LIVAT. "Does storytelling add value to fine Bordeaux wines?", Wine Economics and Policy, vol. 2, n°1, June 2013 2013 Refereed Article
    Pierre MORA, SOMONTANO, The Case Studye Center (ECCH), n°513.093.1 2013 Case Study
    Pierre MORA. Château Guiraud, ECCH, n°512-041-1 2012 Case Study
    Pierre MORA ; AKHTER, Manzoom. "Why and How Some Wine SME's Resist to the Crisis?", International Journal of Business and Globalization, vol. 8, n°1, 2012, pp. 95-111 2012 Refereed Article
    Pierre MORA. « Oser le bio : motivations et modalités pour entreprendre dans la viticulture biologique », in J.F. Trinquecoste Le vin et ses marchés – Annales 2012, Cenon : Dareios - Féret, mai 2012 2012 Chapter
    Pierre MORA ; Christoph Bey ; Manzoom Akhter . « Entrepreneurial motivations for organic wine production », Proceedings of the 29th WACRA International Conference on Case Method Research & Application, Stockholm (Sweden), June 26 - 29, 2012, in International Journal on Case Method Research & Application (IJCRA), n°4, 2012, pp. 14-24 2012 Refereed Article
    MORA, Pierre. "Quand la filière viticole rentre dans le rang", in J.F. Trinquecoste, Le vin et ses marchés, annales 2011, Cenon : éditions Dareios-Pearson, 2011 2011 Chapter
    BARBAT, Valérie ; MORA, Pierre. "Marketing et recession : une exploration de la perception et des réponses des PME de la filière viticole", Revue Française de Marketing, n°228, octobre 2010 2010 Refereed Article
    MORA, Pierre. "Weinmarketing Kundenwünsche erforschen, Zielgruppen identifizieren, innovative Produkte entwickel " In: Fleuchaus, Ruth & Arnold, René (eds.): Weinmarketing im 21. Jahrhundert – Forschung für die Praxis, Wiesbaden : Gabler Verlag, novembre 2010 2010 Chapter
    MORA, Pierre. "Mouton Cadet : L'audace en héritage" Case Study CCMP n°M1662, 2010 2010 Case Study
    MORA, Pierre ; MOSCAROLA, J. "Representations of the Emotions Associated with a Wine Purchasing or Consumption Experience", International Journal of Consumer Studies, vol. 34, n°6, pp. 674–683, November 2010 2010 Refereed Article
    MORA, Pierre. "Quand les promesses d'un grand millésime rencontrent les inconnus de la crise", in J.F. Trinquecoste, Le vin et ses marchés, annales 2010, Cenon : éditions Dareios-Pearson, 2010 2010 Chapter
    MORA, Pierre. Diagnostiquer son entreprise : 59 outils pour faire le point, Paris : Eyrolles - éditions d'Organisation (Paroles d'entrepreneur), février 2010, 300 p. 2010 Book
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