Meaning of packaging and innovation dynamics in a traditional luxury sector: the example of growers’ champagne

Signification des packagings et dynamiques d’innovation dans un secteur de luxe traditionnel: l’exemple des champagnes de vignerons

Aurélie Ringeval-Deluze () and Louis César Ndione ()
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Aurélie Ringeval-Deluze: REGARDS - Recherches en Économie Gestion AgroRessources Durabilité Santé- EA 6292 - URCA - Université de Reims Champagne-Ardenne - MSH-URCA - Maison des Sciences Humaines de Champagne-Ardenne - URCA - Université de Reims Champagne-Ardenne
Louis César Ndione: REGARDS - Recherches en Économie Gestion AgroRessources Durabilité Santé- EA 6292 - URCA - Université de Reims Champagne-Ardenne - MSH-URCA - Maison des Sciences Humaines de Champagne-Ardenne - URCA - Université de Reims Champagne-Ardenne

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Abstract: Based on a semiotic analysis of the packaging of 10 0 winegrowers champagnes in association with 19 expert interviews, we identify the traditional "champagne codes" as well as the means of packaging innovation and the major tensions that they reveal for this product category. We are thus completing the marketing literature on the packaging of prestige wines.

Keywords: Semiotic analysis; packaging innovation; champagne; Analyse sémiotique; innovation-packaging (search for similar items in EconPapers)
Date: 2021-06
New Economics Papers: this item is included in nep-sbm
Note: View the original document on HAL open archive server: https://hal.science/hal-03266127
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Published in Revue management & avenir, 2021, 123 (3), pp.161-185. ⟨10.3917/mav.123.0161⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-03266127

DOI: 10.3917/mav.123.0161

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