Strengths of the business model and market effects

main objectives

Governance and sharing of added value in territorialized collective strategies:,• How to take advantage of the concept of basket of goods for the creation and sharing of added value,• Gives students synthetic elements to understand how to strengthen sustainable food systems through geographical indications,• Become aware of the risks of misappropriation of reputation and misuse of territorial identities,• Main Learned Concepts: Concept of basket of goods, International challenges for the protection of geographical indications, Crossed relations, in a territory, between economic, societal, agro-environmental and political issues.,,Territorial identity: challenges and strategies terroir-territory:,This course aims to: ,• Explain the difference between the concepts of territory and terroir,• Give students synthetic elements to understand the stakes for territory stakeholders and the base to define and implement a collective strategy about localized productions and products,• Enable students to use the main tools introduced in the previous courses of the Summer Program to define a collective territorial strategy according to consumer and societal expectations: collective brands, official signs of quality, valorizing terms…,,Competitiveness of firms and territories:,• To know the concept of competitive advantage (CA) and the concept of value,• To understand Value Chain Analysis,• To identify how the territory can contribute to the construction of the CA and value creation and understand the impact of localization on the economic growth (globalization vs localization).,,PDO (Protected Designation of Origin): a tool for a differentiated strategy on a worldwide market. The example of PDO Limousin Apples compared to other differentiation strategies:,• Identify how a PDO can be a used to get added value and differentiation in a very competitive worldwide market. Students can observe how producers, beyond the PDO, keep improving their production toward better environmental practices to fulfill society’s concerns and remain competitive.,

general content

Governance and sharing of added value in territorialized collective strategies:,• The territories are spaces with challenges of development, heritage, economy, creation and sharing of values. In those geographic spaces with specific stakes, the construction of collective strategies must respect a few key rules and factors in order to be able to create added value and thus be able to benefit the greatest number of ‘land user’ actors. Concepts like ‘basket of goods’ and tools like Geographical Indications can be very useful to develop, promote, guarantee and protect products, producers and know-how.,,Territorial identity: challenges and strategies terroir-territory:,• The territories are spaces of challenge for development, heritage, economy, creation and sharing of values. These geographic spaces shared between actors (producers, consumers, politicians) can be assimilated to a terroir under certain conditions. This then gives them specific additional challenges and advantages. Presentation of these specific issues from the point of view of food products and producers.,• Key factors for the construction of a collective territorial dynamic valuing specificities from these terroirs.,,Competitiveness of firms and territories:,• In this course we discuss the concepts of competitive advantage (CA) and value, and the strategies of differentiation and value creation. While the term ‘Competitive Advantage’ is commonly used for businesses, it articulates a business and an environment, the market being only one aspect of this environment. The territory participates in the construction of the CA and constitutes a factor of growth of economic activities,,PDO (Protected Designation of Origin): a tool for a differentiated strategy on a worldwide market. The example of PDO ‘Limousin Apples’ compared to other differentiation strategies:,• Using one main theme : the apple market, we will identify how a sector concerned with worldwide competition differentiates and gives added value to its production. We will focus on the PDO as a brand strategy using the example of the PDO ‘Limousin Apples’ and make a comparison with other strategies (Organic farming and high value variety branding),

pedagogy

Presentation in class Company visits and ‘in situ’ presentation Study cases

evaluation

Group term project,Oral defense,

Bibliography

Governance and sharing of added value in territorialized collective strategies’ & ‘Territorial identity: challenges and strategies terroir-territory’:,,• Bibliography: ,- Strengthening Sustainable Food Systems through Geographical Indications: Evidence from 9 Worldwide Case Studies. Vandecandelaere E, Teyssier C, Barjolle D, Fournier S, Beucherie O, Jeanneaux P. Journal of Sustainability Research. 20202(4):e200031. https://doi.org/10.20900/jsr20200031,- La construction collective de la qualité sur un territoire : l’exemple de l’appellation d’origine controlée «Maine-Anjou» en viande bovine. J.-M. Noury, G de Fontguyon, P. Sans. INRA, Prod. Anim., 2005, 18 (2), 111-118,- The model of ‘panier de biens’: Grid of analysis and empirical observations. Maud Hirczak, Mehdi Moalla, Amédée Mollard, Bernard Pecqueur, Mbolatiana Rambonilaza et Dominique Vollet. Économie rurale [En ligne], 308 | Novembre Décembre 2008. http://journals.openedition.org/economierurale/366 DOI : https://doi.org/10.4000/economierurale.366,- « Le terroir, un concept pour l’action dans le développement des territoires ». Philippe Prévost, Mathieu Capitaine, François Gautier-Pelissier, Yves Michelin, Philippe Jeanneaux, Fatiha Fort, Aurélie Javelle, Pascale Moïti-Maïzi, Françoise Leriche, Gilles Brunschwig, Stéphane Fournier, Paul Lapeyronie et Étienne Josien. VertigO – la revue électronique en sciences de l’environnement [En ligne], Volume 14 Numéro 1 | mai 2014, URL : http://vertigo.revues.org/14807 DOI : 10.4000/vertigo.14807,- From Localized Products to Geographical Indications. Awareness and Action. Laurence Bérard, Philippe Marchenay. Ressources des terroirs – Cultures, usages, sociétés UMR Eco-Anthropologie et Ethnobiologie. Centre national de la recherche scientifique. 2008. www.ethno-terroirs.cnrs.fr,,• Suggested resources:,- From Localized Products to Geographical Indications. Awareness and Action. Laurence Bérard, Philippe Marchenay. Ressources des terroirs – Cultures, usages, sociétés UMR Eco-Anthropologie et Ethnobiologie. Centre national de la recherche scientifique. 2008. www.ethno-terroirs.cnrs.fr,- Strengthening Sustainable Food Systems through Geographical Indications: Evidence from 9 Worldwide Case Studies. Vandecandelaere E, Teyssier C, Barjolle D, Fournier S, Beucherie O, Jeanneaux P. Journal of Sustainability Research. 20202(4):e200031. https://doi.org/10.20900/jsr20200031,- The model of ‘panier de biens’: Grid of analysis and empirical observations. Maud Hirczak, Mehdi Moalla, Amédée Mollard, Bernard Pecqueur, Mbolatiana Rambonilaza et Dominique Vollet. Économie rurale [En ligne], 308 | Novembre Décembre 2008. http://journals.openedition.org/economierurale/366 DOI : https://doi.org/10.4000/economierurale.366,,Competitiveness of firms and territories:,,• Bibliography,- Camani R. (2002) On the Concept of Territorial Competitiveness: Sound or Misleading? Urban Studies 39(13),- Porter, Michael E. (1985). Competitive Advantage: Creating and Sustaining Superior Performance. New York.: Simon and Schuster,- Smith A, The Wealth of Nations, Harmondsworth: Penguin, 1974, Edited by Andrew Skinner.,,• Suggested resources,- Krugman P., 1995, “Growing World Trade: Causes and Consequences”,Brookings Papers on Economic Activity, 1, p. 327–362,- Porter M., 1990, Competitive Advantage of Nations, Boston, MA, Harvard: Business School Press,,PDO (Protected Designation of Origin) : a tool for a differentiated strategy on a worldwide market. The example of PDO Limousin apple compared to other differentiation strategies:,,• Bibliography ,- Erik A. Borg, Karl Gratzer. Collective Brand Strategy, Entrepreneurship, and Regional Growth: The Role of a Protected Designation of Origin (PDO). Journal of World Economic Research, Vol. 2, No. 3, 2013, pp. 26-38. doi: 10.11648/j.jwer.20130203.11,- Konstadinos Mattas, George Baourakis, Efthimia Tsakiridou, Mohamed Amine Hedoui & Hanin Hosni (2019): PDO Olive Oil Products: A Powerful Tool for Farmers and Rural Areas, Journal of International Food & Agribusiness Marketing, DOI: 10.1080/08974438.2019.1599763,- Alessandro Scuderi, Biagio Pecorino (2015) : Protected Designation of Origin (PDO) and Protected Geographical Indication (PGI) Italian Citrus Productions. DOI : 10.17660/ActaHortic.2015.1065.245,,• Suggested resources:,- http://www.pomme-limousin.org/ (French website but a video can be subtitled in English in YOUTUBE),- https://www.coteaux-nantais.com/fr (French website but a video can be subtitled in English in YOUTUBE),- https://www.apple-pinklady.com/?locale=en_IE (Website available in English + other languages),,