The world of champagne offers a fascinating insight into the complexity of modern business management and marketing. Champagne is at the same time a wine, a luxury product and a regional brand - it is tied to the place from which it comes, and can be made nowhere else. It therefore highlights a range of characteristics which make it interesting to the modern business world.
This seminar will examine the way in which champagne as a product is organized, managed and marketed and how it has come to gain it's worldwide renown. A range of issues surrounding the management of the champagne industry including the role of 'place', developing the 'myth' of champagne and the management of a complex place based industry and the territorial brand will be considered.