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Lecturer:    Dr Coralie HALLER, Associate-Professor
Head of Master International Wine Management and Tourism
Head of Master of Tourism Management
Founder and head of Corporate Chair in “Wine and Tourism”

Location:          EM Strasbourg Business School, University of Strasbourg, France
Telephone:       +0033 82145240
Email:               coralie.haller@em-strasbourg.eu

Coralie HALLER completed an MsC in European Business Administration (Burgundy School of Business, France), an MBA and a Graduate Certificate in Higher Education (Griffith University, Australia) and a Master Research (IAE of Aix en Provence, France). After several years of professional experience within various companies and educational environments in France and Australia, she obtained a PhD from Aix-Marseille University.

As an associate-professor at EM Strasbourg Business School, her research interests and teaching expertise concern information system management and entrepreneurship in wine and tourism industry. Her work has been published in several journals (Systèmes d’Information et Management, Entreprendre et Innover, International Journal of entrepreneurship and small business, International Business Review), books and academic and professional conferences.

Dr Coralie HALLER is currently in charge of the Master of International Wine Management and Tourism (she has created) and the Master in Tourism Management at EM Strasbourg Business School. She is also the founder of a Corporate Chaire in “Wine and Tourism” in partnership with the Alsace Wine Council, Grands Chais de France and a bank, the Crédit Agricole Alsace Vosges. She is also president of Wine and CO² and member of Wine Brotherwood Confrérie Saint Etienne, Saint Urbain and Confrérie des Bienheureux du Frankstein.

This course is delivered in semi-intensive mode over 6 days seminars. It entails daily 3-hours face-to-face lectures from 9am to 12pm and 3,5-hours working sessions from 1pm-4:30pm. 

Due to Sylvie's area of speciality, this Tri 2, 2018 offering of this course will have a Luxury focus;

The course is dedicated to give participants awareness and understanding of strategic perspectives and unique challenges faced by organizations within the wine industry in regards to luxury and premium brand positioning.

Luxury and premium brands have experienced remarkable growth and success in the last thirty years. The strong aspiration power and dream factors of luxury brands constitute nowadays an example of what many mass market brands would like to develop to differentiate and create strong customer loyalty.

At the same time, globalization and development of new emerging countries have also been very beneficial to luxury brands. All markets have demonstrated strong interest for luxury goods and services. In many countries local managers would like to understand the foundations of luxury brand management in order to possibly develop local premium or high end/luxury brands.

For all these reasons, this class will concentrate on the foundations of premium/luxury brand management and the art of luxury branding. It will analyse and explain how companies can create and grow luxury brands and then leverage on brand equity to create value and significant return on investment for their shareholders through proper brand management.

On successful completion of this course, students will be able to:

1. DESCRIBE what Luxury Marketing (LM) is and how LM is transforming the world of wine business
2. EVALUATE the role played by LM especially in brand management
3. RECOGNIZE the characteristics of different segments of the LM
4. EXPLAIN the paradoxes of LM
5. DETERMINE the importance of LM in the strategic positioning of an company
6. DISCUSS what LM can bring to the wine business

-       Ben Tahar Y., Haller C., Massa C. and Bédé S. (2018). Designing and creating tourism experience:  adding value for tourists. In Sotiriadis M. (Eds.), Handbook of entrepreneurship in tourism, travel and hospitality : skills for successful ventures, Emerald.

-       Barringer, B.R, Ireland R.D. (2012) Entrepreneuship, successful launching new ventures, 4th edition, Pearson Education

-       Fayolle, A. (2017) “Thinking the future of entrepreneurship research through French lenses”, Revue internationale des
sciences de l'organisation, Vol.1, n°3, p. 59-72.

-       Fisher, G. (2012) “Effectuation, Causation, and Bricolage: A Behavioral Comparison of Emerging Theories in Entrepreneurship
Research” Entrepreneuship Theory and Practices, 1019-105

-       Haller C., Santoni, J., Barth, I. (2017) “Study of the role of stakeholders in an effectual entrepreneurial process within a context of proximity: Case of wine entrepreneurs supported by peers”, International Journal of entrepreneurship and small business, vol.32, n°1/2, p.208-228

-       Johannisson B. (2014), “Entrepreneurship: theory, art and/or practice”, in Fayolle A. (Ed.), Handbook of Research on Entrepreneurship, Cheltenham (UK): Edward Elgar Publishing, p. 63-85.

-       Landström H. (2014), “A history of entrepreneurship research”, in Fayolle A. (Ed.), Handbook of Research on Entrepreneurship, Cheltenham (UK): Ed- ward Elgar Publishing, p. 23-62.

-       Read, S. & Sarasvathy, S.D. (2005) “Knowing what to do and doing what you know: Effectuation as a form of entrepreneurial
expertise”, Journal of Private Equity, vol.9, p.45-62.

-       Sarasvathy, S. D. (2001) “Causation and effectuation: toward a theoretical shift from economic inevitability to entrepreneurial
contingency”, Academy of Management Review, vol. 26, p.243-263.

-       Sarasvathy, S. D. (2001) “What makes entrepreneurs entrepreneurial ? ”, Harvard Business Review, June

-       Sarasvathy, S.D. (2008) Effectuation: Elements of entrepreneurial expertise, Cheltenham:Edward Elgar Publishing.

Students have access to library and electronic databases and use of these and other sources of legitimate information, such as industry journals and other publications are recommended when appropriate.

All topic lectures and most discussions will be recorded for the benefit of those that can’t attend the sessions. A comprehensive reading list will also be available in addition to lecture slides (although this is not a ‘slide intensive’ course) etc. All resources will be available via the course MyUni site. All assessments are to be provided electronically and will be marked and returned electronically via the Turnitin portal on the MyUni site.

This course is delivered in semi-intensive mode over 5 days. It entails daily face-to-face lectures and working sessions.

This course emphasizes Experiential and Action Learning as opposed to passive listening. Rather than rehashing concepts, discussions and interactions will be devoted to exploring, probing, extending and critically reflecting on the course content and outcomes. The fundamental goal of this Entrepreneurship class is to bring together interested, passionate and knowledgeable people to create a forum where they can share, learn, engage, question, contribute, discuss and debate about key issues they deem to be important about entrepreneurship concepts and practices. It is about knowledge generation via a minimally-structured, highly-engaging, and participant-driven format. Participants are asked to bring energy and enthusiasm, a collaborative mindset, and an open-mindedness

The information below is provided as a guide to assist students in engaging appropriately with the course requirements. The University expects full-time students to commit approximately 9 hours for a three- unit course of private study outside of your regular classes. Students in this course are expected to attend sessions in this intensive delivery mode course if at all possible. Students studying remotely must review session recordings and stay in touch with the lecturer and their group members as required to maintain contact and group cohesion

Prior to class 
A#1 Entrepreneur Interview + transcription

DAY 1 – Tuesday, July 16th – 6,5hrs
Session 1 - 8.30-10.00 - lecture Introduction & Assignment guidelines + Setting of the learning context
Session 2 - 10.30-12.30 - Group working session - A#2 Pitch Elevator on entrepreneurship project
Session 3 - 1.30-4pm - lecture Entrepreneurship definition, context and issues NA