From heritage industries to global innovation
The tour began with an immersion at Château Smith Haut Lafitte, where MSc International Business students discovered how tradition, innovation and sustainability combine to build internationally recognised brands in the wine industry. From vineyard to cellar, the visit illustrated the strategic positioning of French excellence on a global scale.
Throughout the week, students explored a wide range of sectors, reflecting the diversity of the French economic landscape. At Atos, they gained insights into the opportunities within the tech industry, engaging with professionals across consulting, operations, sales and management. Discussions covered both business challenges and international career paths, including experiences of expatriation.
The programme also highlighted the strength of France’s heritage sectors. At Château Lamothe, students were introduced to the realities of wine production, branding and commercial strategy, while discovering how family-owned businesses balance tradition with market innovation.
Industrial innovation was at the heart of the visit to Lectra, where students explored how industry 4.0 technologies are transforming sectors such as fashion, automotive and furniture. From concept to production, the experience provided a concrete understanding of how digital tools reshape value chains.
In the field of global services, a dedicated session with Turkish Airlines offered valuable perspectives on international aviation. Students deepened their understanding of brand development, sales strategies and current industry challenges, while also exploring the broader dynamics of international trade through exchanges with experts from the French Foreign Trade Advisors network (CCEF), a key partner of the programme, which contributes expert-led KedgeX conferences throughout the year and actively supports students in developing their understanding of international trade.
The programme also included a visit to Back Market, a fast-growing French scale-up specialising in refurbished electronics. Students gained insight into how the company has positioned itself internationally by combining sustainability with a strong digital business model. The session provided a concrete example of how innovation, branding and operations come together in a rapidly evolving global market.
The tour also offered students a rare glimpse into the aerospace industry through a visit to ArianeGroup, a leading European player in space and propulsion technologies. This visit was organised to provide students with a context in which to witness, examine, and critically reflect on the role of cross-border businesses in global strategic dynamics.
This immersive experience enabled them to explore a highly strategic and complex sector, interact with industry experts, and better understand the global challenges shaping the space industry today. It also provided a strong illustration of how academic knowledge can be applied within cutting-edge industrial environments.
The tour concluded with a visit to Maison Meneau, where students discovered how a family-run company combines heritage, sustainability and innovation to develop its portfolio and expand internationally. The visit provided practical insights into export strategy, product development and positioning in the food and beverage sector.
A hands-on approach to international business
The French Touch Tour is designed to bring learning out of the classroom. By meeting professionals and exploring companies on the ground, students get a concrete understanding of how business operates in real life. This immersive experience plays a key role in preparing students to navigate global careers, equipping them with both industry knowledge and a deeper awareness of the strategic challenges faced by organisations today. It also connects directly with the Bordeaux campus tracks delivered in the second semester of the MSc International Business, such as operations management and the wine industry or doing business across key global regions. This alignment reinforces both the practical dimension of the programme and the development of more specialised expertise.
