A Terroir Olive Oil Mill Against Agri-Food Multinationals
Franck Brulhart
- Fonction : Auteur
- PersonId : 183770
- IdHAL : franck-brulhart
Philippe Chereau
- Fonction : Auteur
- PersonId : 780421
- ORCID : 0000-0002-3371-1111
Pierre-Xavier Meschi
- Fonction : Auteur
- PersonId : 12426
- IdHAL : pierre-xavier-meschi
- ORCID : 0000-0001-5233-4414
- IdRef : 068882645
Domaines
Gestion et managementFormat du dépôt | Notice |
---|---|
Type de dépôt | Autre publication scientifique |
Titre |
en
A Terroir Olive Oil Mill Against Agri-Food Multinationals
|
Auteur(s) |
Franck Brulhart
1
, Philippe Chereau
, Pierre-Xavier Meschi
2
1
LEST -
Laboratoire d'Economie et de Sociologie du Travail
( 839 )
- 35 Avenue Jules Ferry - 13626 Aix en Provence cedex 1
- France
2
AMU IAE -
Institut d'Administration des Entreprises (IAE) - Aix-en-Provence
( 302033 )
- Clos Guiot Puyricard - CS 30063 - 13089 Aix en Provence Cedex 2
- France
|
Langue du document |
Anglais
|
Date de production/écriture |
2015
|
Vulgarisation |
Non
|
Date de publication |
2016
|
Description |
This case won the Euro-Mediterranean Managerial Practices and Issues category at the 2015 EFMD Case Writing Competition.
The chief executive officer of Les Moulins de la Brague (LMB), a seven-generation French olive oil miller, was worried about the future of the business. LMB was trying to find a profitable niche in a market that was filled with multinational companies, whose products came in a variety of quality and price ranges, and filled the shelves of French grocery stores. Although LMB had achieved critical acclaim for its blended olive oils made with spices and flavours, the business was unstable for a number of reasons. First, weather conditions had caused a decrease in the number of olives harvested. Second, on the consumer front, shoppers’ interest in the health benefits of olive oil, promoted by the popularity of the “Mediterranean diet” seemed to have peaked. Finally, the market was flooded with various levels of quality: low-quality brands with low prices; medium-quality brands that dominated consumer markets; and many high-end premium brands that were produced by olive mills just like LMB. With a market environment pressured in so many ways, how could LMB keep its 200-year-old millstones turning?
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Domaine(s) |
|
Mots-clés |
en
Case study, Agrifood, ivey, Olive oil, Terroir product
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