SUMMARY
Author : Laura CARMOUZE, 2017
"Terroir (1) is a decisive element in the competitiveness of Small Enterprises (SEs)" (Polge, 2003: 181). While local products are landmarks for city dwellers in search of authenticity, rural/peri-urban regions enhance their identity through products that convey their specific characteristics. However, not all EPs wish to exploit this local wealth as part of their competitive strategy. Indeed, the characteristics of a terroir only become strategic if they respond to a collective commitment (links between terroir, company, partners). However, the company's individual choices are the only way of distinguishing its competitive capacity. The field of application is the agri-food sector. To what extent, then, do terroir strategies differ from one EP to another, and according to their local and/or extra-local deployment? First, we present Marion Polge's article entitled "Petite entreprise et stratégie de terroir", published in 2003 in the " Revue française de gestion ". We will then analyze this article, proposing theoretical links and highlighting positive and negative points.
Keywords: agriculture, agri-food, competitiveness, collective approach, economic development, territorial marketing, local products, rural, know-how, storytelling, strategy, terroir, territory, TPE/PME.
Illustration : Adobe Stock - @S. Leitenberger (c)
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