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Philip McLaughlin : 'in an ever more cyclical wine world, strategic positioning is imperative'

Par Vitisphere Le 30 octobre 2012
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Philip McLaughlin : 'in an ever more cyclical wine world, strategic positioning is imperative'
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irector of the Bordeaux Management School (BEM), Philip McLaughlin is overseeing the fusion of BEM (Bordeaux) and Euromed (Marseille) into the entitiy KEDGE Business school (from September 2013). For him, “the wine world issues for the future qualified are obviously the love of wine, but also business, wine management, the consumer’s direction, supply chain management, etc. There is equally knowledge of the world, the regions, the markets and the network. Entrepreneurship is fundamental for taking initiatives, properly understanding the functioning of units, small châteaux, how it works, enthusiasm, how to transform enthusiasm into commercial success?”

“The wine world is more and more cyclical, new producers want access to the market, that’s why we must advise those in training about the importance of strategic reflection. We want to give them a global vision of the wine world, so that they can position themselves, understand the stakes, the processes, properly analyse the demand in different regions of the word, properly analyse the effects of globalisation and the consequences in relation to sales and logistics.”

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