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            <title xml:lang="en">Linking ownership structure and branding strategy to financial performance and stability: case of French wine cooperatives</title>
            <title xml:lang="fr" type="sub">Lier la structure de propriété et la stratégie de marque à la performance financière et la stabilité financière : Le cas des coopératives de vins françaises</title>
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                <forename type="first">Sandra</forename>
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            <idno type="halRefHtml">&lt;i&gt;The first International workshop on Innovations in Wine Business&lt;/i&gt;, Jan 2016, Montpellier, France</idno>
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            <idno type="stamp" n="UNIV-MONTP3">Université de Montpellier Paul-Valéry</idno>
            <idno type="stamp" n="UNIV-PERP">Université Perpignan Via Domitia</idno>
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                <title xml:lang="en">Linking ownership structure and branding strategy to financial performance and stability: case of French wine cooperatives</title>
                <title xml:lang="fr" type="sub">Lier la structure de propriété et la stratégie de marque à la performance financière et la stabilité financière : Le cas des coopératives de vins françaises</title>
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                    <surname>Sentis</surname>
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                  <title>The first International workshop on Innovations in Wine Business</title>
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                <term xml:lang="en">Financial Performance</term>
                <term xml:lang="en">Wine Industry</term>
                <term xml:lang="en">Decision Theory</term>
                <term xml:lang="en">coopératives</term>
                <term xml:lang="fr">Secteur Viti-vinicole</term>
                <term xml:lang="fr">Théorie de la décision</term>
                <term xml:lang="fr">Performance Financière</term>
                <term xml:lang="fr">Création d'une Marque</term>
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              <p>This research explores the impact of branding on financial performance of a firm while taking into account its ownership structure. Using the decisional theory, we apply a normative approach to better explain the incentives and constraints of branding in two types of firms: Cooperatives and Investor Owned Firms (IOFs). We adopt a quantitative analysis, using a survey of 207 French firms in the wine sector, combing its data with financial information. We show that cooperatives are more constrained to brand, therefore, they invest more in collective branding whereas IOFs are more likely to invest in specific branding. Additionally, we find that branded firms have lower financial and commercial performance. Finally, we find that the main factor contributing to the stability of financial performance is the cooperative ownership structure rather than the creation of a brand.</p>
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              <p>L'étude examine l'impact de la création d'une marque sur la performance financière d'une entreprise selon sa structure de propriété : coopérative ou capitaliste. Nous adoptons dans un premier temps une approche normative pour mieux étayer les contraintes et les incitations à la création d'une marque selon chaque type de structure. Ensuite, nous testons nos résultats via une étude quantitative du secteur viti-vinicole basée sur un questionnaire de 207 entreprises françaises en le combinant à des données financières. Nous trouvons que les coopératives sont plus contraintes à créer une marque propre, cependant elles investissent plus dans la création d'une marque collective. Nous trouvons aussi que les entreprises ayant des marques propres ont une sous performance financière. Finalement, nous trouvons que le facteur principal qui contribue à la stabilité de la financière de l'entreprise est la structure de propriété coopérative plutôt que la création d'une marque.</p>
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