Advising Students, Directing Projects and Admission Juries Tutoring annually 5 to 10 Master students (final project)

Transcription

1 Pierre MORA Enseignant-Chercheur Marketing Department KEDGE Business School Bordeaux, France Tel: EDUCATION Doctorate / Ph.D La dé-individuation économique dans la filière viticole française. CNAM/Ecricome Other qualifications 1984 Agrégé Hors Classe Economie et Gestion, Ministère Education Nationale 1981 Capet Sciences et Techniques Economiques, Ministère Education Natonale 1978 DESCAF (ESC), CCI Bordeaux TEACHING EXPERIENCE AT BEM/KEDGE Sustainable Marketing. Master, Executive Education 2009 Wine Marketing. Master 2007 SME's strategic management. Executive Education 2001 Wine Marketing. MBA 1992 Marketing, Master Research Fields Wine marketing SME's and marketing Strategic Management of SME's Sustainable marketing Advising Students, Directing Projects and Admission Juries Tutoring annually 5 to 10 Master students (final project) Other Academic Activities Member of the Advisory Board of WACRA : World Association for Case Method Research and Application

2 2 Pierre MORA Distinctions 2004 European Academic Software Awards with the Business Simulator The French Paradox, European Knowledge Media Association (EKMA), Neuchatel (Switzerland) PUBLICATIONS Articles and Books Refereed Journal Articles 1. Trond HAMMERVOLL, Pierre MORA, Kjell TOFTEN, «The financial crisis and the wine industry: The performance of niche firms versus mass-market firms», Wine Economics and Policy, vol. 3, N 2, pp , November Pierre MORA, "Strategic Thinking for the Future of Bordeaux Wines", Wine Economic Policy (WEP), vol. 3, n 2, December 2014, pp Does Storytelling Add Value to Fine Wines? (with F.Livat), Wine Economic Policy, vol. 1, no. 1, June Sucessful Niche Firms and crisis in the wine industry (with V.Barbat, K Tokten & T.Hammervol, International Journal of Marketing Trends, vol. 2, January-May 2013, pp Entrepreneurial Motivation for Organic Wines Production (with C. Bey & M. Akhter) XXIV, 4, International Journal for Case Methods Research & Application, International, Academic, Why and How some Wine SME's resist to the crisis? Vol. 8, (with M. Akhter), International Journal of Business and Globalization, Marketing et récession : une exploration de la perception et des réponses des PME de la filière viticole (with V.Barbat). Revue Française de Marketing n 228 3/5 2010, Revue française de marketing, Representation of emotion associated with a wine conusmption experience. (avec J.Moscarola). International Journal for Consumer Studies n , International Journal of Consumer Studies, International Journal of Case Method Research and Application ": IS BRANDING AN EFFICIENT TOOL FOR THE WINE INDUSTRY? THREE CASE STUDIES, Vol 21 Issue 2 p (2009), International Journal for case Method research and Application, International Journal of Wine Marketing " Key Factors of Success in Today's Wine Sector": Volume 18 N , International Journal of Wine Marketing, International Journal of Case Method Research and Application Vol XVI - Mars 2005: Happy Bordeaux Case Study: a criticism of a communication policy in the Wine Sector, International Journal of case Method research and Application, 2005 Articles in Professional Journals Pierre MORA "Les maisons de négoce bordelaises et leur résistance à la crise financière mondiale", Tribune BEM-KEDGE, Vitisphère, en ligne le 25 septembre 2013

3 Pierre MORA 3 Books or chapters in books 1. Pierre MORA, Wine positioning : A handbook with 40 case studies of wine brands and wine regions in the world, Springer (Management for professionals),version papier : ISBN e-book : ISBN novembre Tatiana BOUZDINE-CHAMEEVA ; Christophe FAUGERE ; Pierre MORA, "Wine Tourism in Bordeaux", in Kyuho Lee (dir.), Strategic Winery Tourism & Management, Waretown (N J- USA) : Apple Academic Press Inc. (Advances in Hospitality and Tourism), 328 p., ISBN-10: ISBN-13: (5 décembre 2015) 3. Pierre MORA, «Facteurs clés de succès des PME face à la crise : illustration sur vingt-cinq cas de PME», in Gilles LECOINTRE, Le Grand Livre de l Economie, GUALINO éditions, 3e éd., novembre 2014, 1022 pages 4. Pierre MORA (coord.), Case Studies in Wine Business Management, San Francisco-USA : The Wine Appreciation Guild, September, January 2014, 300 p. 5. Pierre MORA "Fréquences de consimmation : Une lame de fond plus qu'un effet de mode", in Jean-François Trinquecoste, Le vin et ses marchés, Annales n 5, Dareos Feret, juin Diagnostiquer son entreprise. 59 outils pour faire le point. Editions Organisation Ecrit Vins : Editions Feret Les vins de marque. 25 études de cas - Ed Dunod -LSA Le commerce du vin. Panorama et perspectives - Ed Dunod Buenas practicas en marketing del Vino - Mundi Prensa Bonnes pratiques dans le marketing du vin - Ed Dunod avec Y.Castaing Etudes de cas corrigées de stratégie - 2ème édition Ed Organisation Faire le diagnostic - minute de votre entreprise - Ed Organisation Etudes de cas corrigées de stratégie - Ed Organisation 2000 Journal reviewing / Editorial board member of journals 1. International Journal of Consumer Studies, International, Academic, Management International, International, Academic, 2005 Conferences Conference Proceedings 1. DIAZ RUIZ Carlos A., MASON Katy, and Pierre MORA (2016) Market Stability and Transformation: The Role of Business Models in Organizing Bordeaux Wine Markets. 32nd IMP Conference. August 30th to September 3rd. Poznan University of Economics and Business, Poland 2. DIAZ RUIZ Carlos A., MASON Katy, MORA Pierre, and Luis ARAUJO (2016). Reserved and Residual Business Models in the Making of [Im]possible Markets: Organizing Bordeaux Wine Market. 4th Interdisciplinary Market Studies Workshop, June University of St. Andrews. Scotland 3. Pierre MORA Share it! How to develop a real flipped teaching experience, INTED2016, Valencia (Spain), 7-9 March, 2016

4 4 Pierre MORA 4. Kjell Toften ; Pierre Mora ; Trond Hammervoll, «Niche marketing and the case of Bordeaux Grand Crus, IMTC 2016 à Venise (International Marketing Trends Conference), Venice (Italy), January 21-23, Trond HAMMERVOLL ; Pierre MORA ; Kjell TOFTEN " Niche marketing and the case of Bordeaux wine", The 14th International Marketing Trends Conference, Paris (France), January 23th -24th, Pierre MORA, «How to develop a flipped teaching approach in a business school illustration with clickstrat application», INTED 2015, the 9th International Technology, Education and Development Conference, Madrid (Spain), March 2-4, MORA Pierre ; JIANG Cuiling, A Better Understanding of French LOHASians: From the Perspectives of Price Sensitivity and a Community-Based Social Network, 13th International Marketing Trends Conference, Venice (Italy), January 24th-25th, HAMMERVOLL Trond ; MORA Pierre ; TOFTEN Kkjell, «The financial crisis and the wine industry; the performance of niche firms versus mass market firms», 13th International Marketing Trends Conference, Venice (Italy), January 24th-25th, Pierre MORA "Tendances des marchés du vin et compétitivité de la viticulture française", The 9th edition of the International Wine Forum (IX For International vitivinicola), Mendoza (Argentine), September 24, Pierre MORA "How to teach with an interactive online case studies? Strengths and limits", Online Educa : 19th International Conference on Technology Supported Learning & Training, Berlin (Germany), December 4-6, TOFTEN, Kjell ; HAMMERVOLL, Trond ; Pierre MORA ; Valérie BARBAT "Successful niche firms in times of financial crisis - an empirical study of the french wine industry", The 12th International Marketing Trends Conference, Paris (France), January Nouvelles tendances des politiques marketing face à la récession : une étude longitudinale internationale dans la filière viticole. 11 th International Conference on Marketing Trends. Venice January Does story telling add Value? The case of Bordeaux Grands Crus Academy of Marketing Science Congres Reims 2011 (with Florine Livat) 14. French Wine SME's facing the Global Crisis - World Association or Case Method Research and Application Dublin (with M.Akhter) 15. The brand content of corporate communication of the Grands Crus. A crossed lexicographic and semiotic analysis. Association of Wine Business Research Bordeaux 2011 (with F.Bobrie) 16. Financial determinants of export performance of french wine SME's. Congrès I-SME's - Pau Marketing et recession : une exploration de la perception et des réponses des PME de la filière viticole (avec V.Barbat). CIFE PME Financial Determinants of the Export Performance of French Wine SME's in Front of the Global Crisis, avec M.Akther, 4th Annual Meeting, Amercian Association of Wine Economists, Davis June th 19. Comment des PME viticoles maintiennent leurs exportations en période de crise? Quelques explications financières et marketing. avec M.Akther. Colloque Vins, Marchés, Marketing et Consommations" Juin 2010 Université Montesquieu Bordeaux 4.

5 Pierre MORA Representation of emotion associated with a wine purchasing or consumption. 9th International conference on marketing trends. Venice January / Development of a Model on Wine on the Basis of Consumer Emotions. 5th International Academy of Wine Business Research conference to be held at the University of Auckland, February 8-10, Are Brands an Efficient Tool in Wine Marketing", XXV International Congres of World Association for Case Method Research and Application - Edimbourg Oenometrics 2007 Treves 24. Communications au cours des congres de la World Association for Case Method Research and Application (WACRA) : Lund (2001), Bordeaux (2003), Buenos Aires (2004), Brno (2005), Brisbane (2006), Guadalajara (2007) 25. Congrès franco-ibérique de Caceres - Espagne (1995) : "Fuerza de venta en periodo de crisis" 26. CCIP Paris (1998) - Forum des innovations pédagogiques : "Intégration d'un cédérom d'études de cas multimédia dans un enseignement de stratégie d'entreprise " 27. Act 3 de la World Association for Case Research and Applications de Lucerne - Suisse (2000): "Groupware and cd-rom : Two technologies for a new generation of case studies" 28. EM Lyon (2000) Forum des innovations pédagogiques : "Groupware et Mémento Marketing : deux technologies pour un autre enseignement du marketing" 29. Association Française de Marketing - Congrès sur les tendances du marketing en Europe. Venise - Italie (2000) : "Satisfaction des commerciaux. Le point de vue des dirigeants et celui des commerciaux" 30. World Association for Case research and Applications (2001) Congrès de Lund Suède. " Saint Louis Clinic: Srategic Development and Legal Obligations" 31. AGORA?TICE. Congrès annuel de la Centrale des Cas et Média Pédagogique? CCI Paris et Université de Grenoble (2001) : «Bilan de douze années de formation par les simulateurs de gestion» 32. Jornadas de Investigacion en Estrategia : Universidad de Huelva 2003 : Identitad de la Empresa y cambios estrategivos 33. XXth Congres WACRA (World Association for Case Method Research and Association). Bordeaux 2003 : The French Paradox, a Wine business game 34. ONLINE EDUCA? Berlin 2003 : A blended Learning Program to Face the Wine Market Revolution. 35. WACRA 2004? Buenos Aires : Présentation de l'étude de cas Happy Bordeaux!? Professional conferences 1. Pierre MORA, "Sit Around the Table! Flip Teaching and Digital Sharing", OEB 2015 (Online Educa Berlin ), December 2-4, Pierre MORA, Présentation orale, Conférence "La place actuelle de l'aoc dans la filière viti-vinicole", ISVV, Bordeaux (France), 5 mai Pierre MORA et al "Territoire de marque et marques de territoires, la confusion des genres", Journée Empreintes, Bordeaux (France), mars 2014

6 6 Pierre MORA 4. Pierre MORA, «La révolution des modes de consommation : une opportunité pour innover», Université MEDEF Gironde, 23 octobre Pierre MORA, «Le nouveau visage du commerce du vin», Les Assises des vins du sudouest, IFV & IVSO, Toulouse (France), décembre Pierre MORA et al, "Les AOC, du terroir à la marque", Journée de l'interprofession du inter Loire : Rencontres d Interloire, Nantes (France), 24 juin Pierre MORA, Guest Speaker pour la séance plénière d'ouverture, ALAC Conference (Association latino-américaine d'études de cas), Bilbao (Espagne), 30 juin-1er juillet Le vin et le temps - Festival Philopsohpia Saint Emilion Wine Brands - VIème Forum Mundial del Vino - Logrono - Espagne Associations Membership Administrative/Executive board member of associations 1. Academy of Marketing Science, AMS, International, Academic, World Association for Case Method Research and Application (member of the Board), WACRA, International, Academic, 2003 Pedagogical Activities Teaching material (Cases) 1. Pierre MORA, Les Vignobles Bonfils: : quel modèle de développement pour un producteur récoltant indépendant au pays des coopératives?, étude de cas CCMP, KEDGE-MA Pierre MORA, UNIKECO ou la solution durable au jetable, CCMP-Kedge-MA Pierre MORA ; Danielle CASTAGNONI Château La Coste ou comment associer art contemporain, vin et écologie, CCMP, Collection KEDGE BS, n KEDGE-MA G. BRESSOLLES ; Y. ESTRADE ; Pierre MORA, Noctéa.com : un pure player la croisée des chemins, CCMP, Collection KEDGE BS, n KEDGE-MA Prix ARIANE-FNEGE de la meilleure étude de cas TPE Pierre MORA, Plutôt BLUECAR ou CITIZ? Quand Bordeaux se lance dans l'autopartage, Étude de cas CCMP n M1843 mai Pierre MORA, ENERCOOP, The Case Center (ECCH), n Pierre MORA, SOMONTANO, The Case Center (ECCH), n Château Guiraud A Grand Crus Classé with Organic wine production, ECCH Londres, Master, MVS Wine MBA, A Drop of Wine: Serie of 6 case studies in the wine industry, ECCH Londres, Master ESC, MVS Wine MBA, The French Paradox Wine Business Game, CCMP Paris, Wine MBA MVS, Master ESC, 9 universities & business school in the world, 2004 Other Teaching material 1. A Drop of Wine : Serie of 6 études de cas multimedia sur Internet filière viticole (2009), Master BEM, As invited professor (see below)

7 Pierre MORA 7 2. "La Boîte" Online : toolbox with 45 tools for strategic decision in SME contet, Master BEM, As invited professor (see below) 3. What is a Key Success Factor in the Today Wine Industry" (Movie - Vinexpo 2005), Master BEM, As invited professor (see below) 4. The French Paradox (BEM et William Pitters) Business Simulation in the wine industry (2004), Master BEM, As invited professor (see below) 5. La Boîte (diagnostic entreprise) - Ed Organisation (2004), Master BEM, As invited professor (see below) 6. Edufirme (CRDP Académie de Bordeaux) (2002), Master BEM, As invited professor (see below) 7. Stratèges (Hachette) (1999), Master BEM, As invited professor (see below) 8. M.M.M. (BEM) (1998), Master BEM, As invited professor (see below) 9. Eco cd 97 (Nouvelle Tribu) (1997), Master BEM, As invited professor (see below) Invited Professor 1. MIB Trieste Italy 2. University d'agronomie de Florence - Italy 3. University de Caceres Spain 4. University de Cadiz Spain 5. University Alméria - Spain 6. University de Maribor - Slovenia 7. SP Jain Institute - Mumbay - India 8. ITM Institute Mumbay - India 9. University de Heilbronn - Germany 10. University de San Marco - Lima - Peru 11. Honk Kong Space University - China OTHER PERSONAL ACTIVITIES Technical or consultancy reports Expert for the European Union: teaching Mission in Mendoza (Argentina) Program Al Invest III TV presentator: "Questions d'argent" : TV7 Bordeaux (2005) Other professional activities (Media reports, TV columns and reports TV/radio interviews Interviews in newspapers or magazines, etc.) Economist columnist for TV7 Bordeaux (2007) OTHER PERSONAL ACTIVITIES Languages Spoken, written and read: English, Spanish