E-commerce et vente de vin en ligne: L'approche stratégique d'une petite entreprise

Abstract

Wine and spirit e-business is currently one of the most growing and competitive industries in France. In this study, we analyze the competitive model of wine e-business, through Porter's competitive forces. We propose to highlight on strategic groups that interact within this industry in order to explain the strength and the aggressiveness of the competition within online wine's business. We aim hereby to understand if and how small businesses take market shares in this particular business. Resource based view theory will be widely used to analyze key resources and competencies that are mandatory for a small company to get success in the wine industry. Based on a wine cellar case study, and its online website, this study demonstrates how important competencies valuation and value creation to customers are as part of a wine e-business strategy (build online catalog, design the web interface with value added for users/visitors, choose the most appropriate web infrastructure, redirect traffic to the website and convert visitors into customers, manage customers relationship and loyalty, select an appropriate supply chain infrastructure...). By using Resource Based View theory we demonstrate that value offer is a core component of the wine e-business model which is continuously moving alongside with the company and its website's life cycle. © P-C Pupion, 2010.