Curriculum Vitae of Pierre MORA

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1 Curriculum Vitae of Pierre MORA Family name: Mora First name: Pierre Education: Doctorate / Ph.D. Conservatoire National Arts et Métiers - Paris Date 2011 Subject of the thesis La dé individuation économique dans la filière viticole française Other qualifications Ministère Education Nationale Date 1984 Agrégé Hors Classe Economie et Gestion Ministère Education Natonale Date 1981 Capet Sciences et Techniques Economiques CCI Bordeaux Date 1978 DESCAF (ESC) Present position: Professeur Chercheur / Marketing Department KEDGE Business School Bordeaux France. Language skills: (Mark 1 to 5 for competence, 5 being the highest). Language Reading Speaking Writing English x x x Spanish x x x Teaching experience: Programme type (please tick off) - Country Teaching field Program Executive Bachelor Master MBA PhD Education BEM KEDGE Marketing X 1992 BEM KEDGE Wine marketing X Wine Marketing X SME's strategic managt. X Sustainable Marketing X X

2 Research fields: Wine marketing SME's and marketing Strategic Management of SME's Sustainable marketing PUBLICATIONS LIST ARTICLES AND BOOKS: Articles Journal 2013 Wine Economic Policy /National Full-Reference Does Storytelling Add Value to Fine Wines? (with F.Livat). research / Professional /Pedagogical 2013 Marketing Trends 2012 Journal for Case Methods Research & Application 2012 Business and Globalization 2010 Revue française de marketing 2010 Consumer Studies 2009 Journal for case Method research and Application 2006 Wine Marketing National Sucessful Niche Firms and crisis in the wine industry (with V.Barbat, K Tokten & T.Hammervol. Entrepreneurial Moitivation for Organic Wines Production (with C.Bey & M. Akhter) XXIV,4. Why and How some Wine SME's resist to the crisis? Vol 8, (with M. Akhter) Marketing et recession : une exploration de la perception et des réponses des PME de la filière viticole (with V.Barbat). Revue Française de Marketing n 228 3/ Representation of emotion associted with a wine consmption experience. (avec J.Moscarola). Journal for Consumer Studies n Case Method Research and Application " : IS BRANDING AN EFFICIENT TOOL FOR THE WINE INDUSTRY? THREE CASE STUDIES, Vol 21 Issue 2 p (2009) - Wine Marketing " Key Factors of Success in Today's Wine Sector" : Volume 18 N case Method research and Application - Case Method Research and Application Vol XVI - Mars 2005 : Happy Bordeaux Case Study : a criticism of a communication policy in the Wine Sector. A Books or chapters in books (professional) 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

3 - 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 /National research / Professional /Pedagogical Consumer Studies Académique 2005 Management Académique CONFERENCES: Conference Proceedings - Nouvelles tendances des politiques marketing face à la récession : une étude longitudinale internationale dans la filière viticole. 11 th 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). - French Wine SME's facing the Global Crisis - World Association or Case Method Research and Application Dublin (with M.Akhter) - 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) - 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. - 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. - Representation of emotion associated with a wine purchasing or consumption. 9th conference on marketing trends. Venice January / Development of a Model on Wine on the Basis of Consumer Emotions. 5th 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 Congres of World Association for Case Method Research and Application - Edimbourg Oenometrics 2007 Treves - 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) -Congrès franco-ibérique de Caceres - Espagne (1995) : "Fuerza de venta en periodo de crisis." -CCIP Paris (1998) - Forum des innovations pédagogiques : "Intégration d'un cédérom d'études de cas multimédia dans un enseignement de stratégie d'entreprise " -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." -EM Lyon (2000) Forum des innovations pédagogiques : "Groupware et Mémento Marketing : deux technologies pour un autre enseignement du marketing." -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". -World Association for Case research and Applications (2001) Congrès de Lund Suède. " Saint Louis Clinic : Srategic Development and Legal Obligations" -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» -Jornadas de Investigacion en Estrategia : Universidad de Huelva 2003 : Identitad de la Empresa y cambios estrategivos - XXth Congres WACRA (World Association for Case Method Research and Association). Bordeaux 2003 : The French Paradox, a Wine business game -ONLINE EDUCA? Berlin 2003 : A blended Learning Program to Face the Wine Market Revolution. -WACRA 2004? Buenos Aires : Présentation de l'étude de cas Happy Bordeaux!? Profesionnal conferences : - Le vin et le temps - Festival Philopsohpia Saint Emilion Wine Brands - VIème Forum Mundial del Vino - Logrono - Espagne

4 ASSOCIATIONS MEMBERSHIP: Administrative/Executive board member of associations / Association Association year Professionnal abreviation Full-name /national / Pédagogical AMS Academy of Marketing Science Académique WACRA World Asso for Case Method Research and Application (member of the Board) Académique PEDAGOGICAL ACTIVITIES: Teaching material Organisme de dépôt ECCH Londres 2012 Château Guiraud A Grand Crus Classé with Organic wine production. ECCH Londres 2008 A Drop of Wine : Serie of 6 case studies in the wine industry CCMP Paris 2004 The French Paradox Wine Business Game Other teaching material - A Drop of Wine : Serie of 6 études de cas multimedia sur Internet filière viticole (2009) - "La Boîte" Online : toolbox with 45 tools for strategic decision in SME contet - What is a Key Success Factor in the Today Wine Industry" (Movie - Vinexpo 2005) - The French Paradox (BEM et William Pitters) Business Simulation in the wine industry (2004) - La Boîte (diagnostic entreprise) - Ed Organisation (2004) - Edufirme (CRDP Académie de Bordeaux) (2002) - Stratèges (Hachette) (1999) - M.M.M. (BEM) (1998) - Eco cd 97 (Nouvelle Tribu) (1997) BEM programs Master MVS Wine MBA Master ESC MVS Wine MBA Wine MBA MVS Master ESC BEM programs Master BEM Other institutions 9 universities & business school in the world. Other institutions As invited professor (see below) Invited professor - MIB Trieste Italy - University d'agronomie de Florence - Italy - University de Caceres Spain - University de Cadiz Spain - University Alméria - Spain - University de Maribor - Slovenia - SP Jain Institute - Mumbay - India - ITM Institute Mumbay - India - University de Heilbronn - Germany - University de San Marco - Lima - Peru 4

5 - Honk Kong Space University - China OTHER PROFESSIONAL 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). 5