TEACHING EXPERIENCE AT BEM/KEDGE

Pierre MORA Professeur Chercheur / Marketing Department KEDGE Business School Bordeaux, France EDUCATION Doctorate / Ph.D. 2011 La dé-individuation économique dans la filière viticole française 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 2011 Sustainable Marketing. Master, Executive Education 2009 Wine Marketing. Master 2007 SME's strategic managt. Executive Education 2001 Wine Marketing. MBA 1992 Marketing, Master Research Fields Wine marketing SME's and marketing Strategic Management of SME's Sustainable marketing PUBLICATIONS Articles and Books Articles 1. Does Storytelling Add Value to Fine Wines? (with F.Livat), Wine Economic Policy, International, Academic, 2013 2. Sucessful Niche Firms and crisis in the wine industry (with V.Barbat, K Tokten & T.Hammervol, International Journal of Marketing Trends, International, Academic, 2013

2 Pierre MORA 3. Entrepreneurial Moitivation for Organic Wines Production (with C.Bey & M. Akhter) XXIV, 4, International Journal for Case Methods Research & Application, International, Academic, 2012 4. Why and How some Wine SME's resist to the crisis? Vol 8,1-2012 (with M. Akhter), International Journal of Business and Globalization, International, Academic, 2012 5. 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 3/5 2010, Revue française de marketing, National, Academic, 2010 6. Representation of emotion associted with a wine consmption experience. (avec J.Moscarola). International Journal for Consumer Studies n 34 2010, International Journal of Consumer Studies, International, Academic, 2010 7. 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 128-139 (2009), International Journal for case Method research and Application, International, Academic, 2009 8. International Journal of Wine Marketing " Key Factors of Success in Today's Wine Sector": Volume 18 N 2 2006, International Journal of Wine Marketing, International, Academic, 2006 9. 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, International, Academic, 2005 Books or chapters in books (professional) 1. Diagnostiquer son entreprise. 59 outils pour faire le point. Editions Organisation - 2010 2. Ecrit Vins : Editions Feret - 2010 3. Les vins de marque. 25 études de cas - Ed Dunod -LSA 2008 4. Le commerce du vin. Panorama et perspectives - Ed Dunod 2007 5. Buenas practicas en marketing del Vino - Mundi Prensa 2006 6. Bonnes pratiques dans le marketing du vin - Ed Dunod avec Y.Castaing 2005 7. Etudes de cas corrigées de stratégie - 2ème édition Ed Organisation 2004 8. Faire le diagnostic - minute de votre entreprise - Ed Organisation 2002 9. Etudes de cas corrigées de stratégie - Ed Organisation 2000 Journal reviewing / Editorial board member of journals 1. International Journal of Consumer Studies, International, Academic, 2010 2. Management International, International, Academic, 2005 Conferences Conference Proceedings 1. 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 2012

Pierre MORA 3 2. Does story telling add Value? The case of Bordeaux Grands Crus Academy of Marketing Science Congres Reims 2011 (with Florine Livat) 3. French Wine SME's facing the Global Crisis - World Association or Case Method Research and Application Dublin 2011. (with M.Akhter) 4. 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) 5. Financial determinants of export performance of french wine SME's. Congrès I-SME's - Pau 2010 6. Marketing et recession : une exploration de la perception et des réponses des PME de la filière viticole (avec V.Barbat). CIFE PME 2010 7. 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 2010 26th 8. 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. 9. Representation of emotion associated with a wine purchasing or consumption. 9th International conference on marketing trends. Venice January 21-23 / 2010 10. 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, 2010. 11. Are Brands an Efficient Tool in Wine Marketing", XXV International Congres of World Association for Case Method Research and Application - Edimbourg - 2008 12. Oenometrics 2007 Treves 13. 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) 14. Congrès franco-ibérique de Caceres - Espagne (1995) : "Fuerza de venta en periodo de crisis" 15. CCIP Paris (1998) - Forum des innovations pédagogiques : "Intégration d'un cédérom d'études de cas multimédia dans un enseignement de stratégie d'entreprise " 16. 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" 17. EM Lyon (2000) Forum des innovations pédagogiques : "Groupware et Mémento Marketing : deux technologies pour un autre enseignement du marketing" 18. 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" 19. World Association for Case research and Applications (2001) Congrès de Lund Suède. " Saint Louis Clinic: Srategic Development and Legal Obligations"

4 Pierre MORA 20. 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» 21. Jornadas de Investigacion en Estrategia : Universidad de Huelva 2003 : Identitad de la Empresa y cambios estrategivos 22. XXth Congres WACRA (World Association for Case Method Research and Association). Bordeaux 2003 : The French Paradox, a Wine business game 23. ONLINE EDUCA? Berlin 2003 : A blended Learning Program to Face the Wine Market Revolution. 24. WACRA 2004? Buenos Aires : Présentation de l'étude de cas Happy Bordeaux!?. 2004 Profesionnal conferences 1. Le vin et le temps - Festival Philopsohpia Saint Emilion - 2011 2. Wine Brands - VIème Forum Mundial del Vino - Logrono - Espagne - 2008 Associations Membership Administrative/Executive board member of associations 1. Academy of Marketing Science, AMS, International, Academic, 2011 2. World Asso for Case Method Research and Application (member of the Board), WACRA, International, Academic, 2003 Pedagogical Activities Teaching material 1. Château Guiraud A Grand Crus Classé with Organic wine production, ECCH Londres, Master, MVS Wine MBA, 2012 2. A Drop of Wine: Serie of 6 case studies in the wine industry, ECCH Londres, Master ESC, MVS Wine MBA, 2008 3. 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) 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)

Pierre MORA 5 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 - 2006 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