Since the 1990s, the French wine exporters have been confronted with an increasing competition from a few nations of North America and the Southern Hemisphere. Initially positioned on the medium-range, the New World Wine Producers quickly developed their positions on the whole of the segments, including those traditionally occupied by French wines under controlled label of origin (AOC). The thesis examines the link between wine marketer' quality strategies and the coordination in the chain of production. Research is carried out on two levels: that of transactions governance structures concerning fresh grape, must and bulk wine, and that of the public rules framing these transactions. Firstly, based upon the treatment of questionnaire data and case studies in California and New Zealand, the way in which French and foreign companies manage risks in the supply of wine raw material is analyzed. We show that the adaptation of production to specific requirements leads companies to integrate a significant fraction of the viticultural activity and to make the nature of their relation with suppliers evolve, through non-standard contracts. Secondly, the framing of the transactions regarding controlled label of origin is dealt with, in general and in the case of Burgundy. Substitute for bilateral coordination for some clauses, complement for others, the device can be seen as a collective engagement guaranteeing transactions. In a tended context, its concrete operation is bound to evolve.
