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Journal Articles Strategic Change Year : 2022

How fine wine producers can make the best of counterfeiting

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Abstract

Given that counterfeiting cannot be easily eliminated, we develop four approaches by which luxury wine producers can leverage the opportunities of being counterfeited. Counterfeit wines can increase brand exposure and awareness and serve as gateways for their genuine counterparts. Genuine producers can exploit the existence of counterfeit wines to develop innovative wine-based experiences that cannot be counterfeited and boost innovation strategies.
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Dates and versions

hal-03763750 , version 1 (29-08-2022)

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Gilles Grolleau, Juliette Evon, Yi Qian. How fine wine producers can make the best of counterfeiting. Strategic Change, In press, ⟨10.1002/jsc.2522⟩. ⟨hal-03763750⟩
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