EXPERIENCE AT KEDGE BUSINESS SCHOOL

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1 Hervé REMAUD Senior Professor of Marketing KEDGE Business School 680 Cours de la Libération Talence Cedex PROFESSIONAL +33 (0) EDUCATION 2002 Doctor of Philosophy; National School for Agronomic Engineers, France 1996 Master by Research; University of Montpellier, Agricultural, Agro-food & Rural Economics and Management department, France 1995 Bachelor in Economics Sciences; University of Montpellier, Agricultural, Agro-food & Rural Economics and Management department, France EXPERIENCE AT KEDGE BUSINESS SCHOOL Courses taught Research Methodology, Global MBA and Wine & Spirits MBA Wine Marketing, Master Spécialisé Management des Vins et Spiritueux Wine Management, Bachelor and MACI Wine and Spirits Markets, Global MBA Wine and Spirits Sustainability Management, Wine & Spirits MBA Research Activities Chief investigator of a project supported by AUCHAN retail chain, aiming at better understanding consumers and brands behaviour for wine and spirits Chief investigator of a project, aiming at better understanding sommeliers managerial behavior Chief investigator of a research project supported by InterOc and the European Union, aiming at testing consumers acceptance for wine sustainable attributes and claims, valued 188,000

2 Hervé REMAUD Chief investigator of a research project supported by Château PALMER, aiming to investigate the top end restaurant market for high priced wines, valued 6, Chief investigator of a research project supported by OENEO (Seguin- Moreau), aiming to investigate the market potential for barrels on the Scottish whisky market, valued 9, Chief Investigator of a research project supported by the Australian Seafood Cooperative Research Centre, aiming to test consumers acceptance for new seafood attributes and claims, valued Au$235,000 over two years Chief Investigator of a research project supported by Marine Innovation South Australia (aiming to assess the south Australian food service sector expectations with regards to seafood supplies), valued Au$45, Chief Investigator of a project conducted for the McLaren Vale Wine Association (aiming to recommend ways to promote environmentallyfriendly practices), valued $25,000. Chief Investigator of a project conducted for the Riverland Wine Industry Association (aiming to recommend the best way to promote the region and its wines), valued $10,000. Chief Investigator of a research project supported by Marine Innovation South Australia (aiming to test consumers preferences for prawns), valued Au$30,000. Co-investigator of a research project supported by the Australian Seafood Cooperative Research Centre (aiming to assess the American up-scale food service sector expectations with regards to Lobster supplies), valued $22, Co-investigator of a meso level economic research project related to agrofood firms in the Languedoc-Roussillon region (South of France). More than 700 chief executives interviewed in a face-to- face situation, 250,000 Euros. Research conducted in a closed partnership with the Association Regionale des Industries Agroalimentaires du Languedoc-Roussillon (Regional agro-food industry Association) Advising Students, Directing Projects and Admission Juries Chief recruiter of students applying to the Wine and Spirits MBA Member of the Global MBA admission jury Directing 3 "Bordeaux Rosé" Projects Other Academic Activities (Program Committees, Links with the Business Community and Institutions of Higher Learning) Academic Director of KEDGE Wine and Spirits MBA

3 Hervé REMAUD Academic Director of the Major Wine and Spirits Management, part of KEDGE Global MBA Ad-Junct Senior Research Associate of the Ehrenberg-Bass Institute for Marketing Science, University of South Australia 2011 Head of the Conference Committee of the 6 th Academy of Wine Business Research organised at Bordeaux Management School OTHER PROFESSIONAL EXPERIENCE IN TEACHING AND RESEARCH Positions held Senior Professor of Marketing at KEDGE Business School Lecturer and Senior Research Associate at the University of South Australia, School of Marketing / Ehrenberg-Bass Institute for Marketing Science, Australia Lecturer and Research Associate at Montpellier Sup Agro Lecturer at Perpignan University and Research Associate at Montpellier Sup Agro Courses taught BEM, International Marketing Management, Bachelor program Wine Marketing, Bachelor, Master and MBA programs Research and Consultancy Methods, Master and MBA programs University of South Australia, International Marketing Management, Bachelor program University of South Australia, Advanced Integrated Marketing and Firm Strategy, Master program University of South Australia, Integrated Marketing Topics, Bachelor program Sup Agro Montpellier and Perpignan University, Statistical Analysis, Bachelor program Sup Agro Montpellier, Financial Management, Bachelor program Sup Agro Montpellier, Food Systems: Markets, Strategies, Supply Chain, Bachelor program DISTINCTIONS 2008 School of Marketing, University of South Australia Outstanding Contributions to Student Learning

4 Hervé REMAUD 4 THESIS SUPERVISIONS Completed Current S CO-S MB S CO-S M Post-doctorale Thèses (Doctorat) Thèses (Maîtrise) Projets (Maîtrise) S=Supervisor; CO-S=Co-Supervisor; M=Member of the thesis Committee Thesis/Projects Supervised From To Description TANG Wai Sang, International Graduate School of Business University of South Australia. Nonprofit Organizations Survival through Love, Resources & Capabilities Activation: The integrated effects of Organizational Love Climate, Marketing Culture & Marketing Strategy Making on Marketing Effectiveness. PhD submitted in January 2011 Final corrections approved in November PhD status awarded to WS Tang. Supervisor Supervisor of 20 Wine and Spirits MBA theses Supervisor of 10 Wine and Spirits Management Specialised Master theses Supervisor of 10 ESC Master theses EXTERNAL RESEARCH GRANTS (at BEM/KEDGE) From - To Source Project Type** Amount Inter Oc Wine Council 2011 Château Palmer Wine consumers acceptance for wine sustainable attributes and claims Top end restaurant market for high priced wines ERG ERG OENEO Market potential for barrels on the Scottish whisky market ERG 9800

5 Hervé REMAUD 5 BUSINESS EXPERIENCE JAREDOC, France, Managing Director. Production and distribution of documentary dedicated to the wine industry Wine marketing and strategy consulting OTHER BUSINESS ACTIVITIES Co-author of a documentary presenting the 'En primeur' wine sale system of Bordeaux classified growths, awarded "Best movie for wine professionals" at the 2013 Oenovideo festival Guest Speaker at the 2 Seminario in Marketing del Vino, Italy, 2011 Round Table participant on Current Global Trends in the Wine Market, Deusto University wine conference, 2011 PUBLICATIONS Chapters in Books Hervé Remaud and Philippe Dunoguier, «Recovering from Bankruptcy: Towards a New Marketing Strategy for Mont Tauch Cooperative», In Pierre Mora (coord.), Case Studies in Wine Business Management, San Francisco-USA : The Wine Appreciation Guild, Hervé Remaud, «Le modèle des wineries des nouveaux pays producteurs», In Hannin H., Couderc J.-P., D'Hauteville F., Montaigne E. La vigne et le vin, La documentation Française, Etienne Montaigne, Hervé Remaud, Diana Sidlovits, «Le circuit des cavistes en France», in E. Montaigne & al. (eds), Bacchus 2006, Paris, Collection Dunod, «La Vigne», Jean-Pierre Couderc and Hervé Remaud, «Gouvernance et performance financière des entreprises françaises de vins tranquilles», In E. Montaigne & al. (eds), Bacchus 2005, Paris, Collection Dunod, «La Vigne», François D Hauteville and Hervé Remaud, «L Australie, une autre vision du vin», In E. Montaigne & al. (eds), Bacchus 2005, Paris, Collection Dunod, «La Vigne», Hervé Remaud, «Gouvernance et création de valeur en petite entreprise : application au secteur agroalimentaire du Languedoc-Roussillon», In Dostaler et al. (eds), Perspectives en management stratégique. Tome VIII, juin, 2002.

6 Hervé REMAUD 6 Articles published in refereed journals Sirieix L, Delanchy M, Remaud H, Zepeda L, Gurviez P. (2013), «Consumers perceptions of individual and combined sustainable food labels: a UK pilot investigation», International Journal of Consumer Studies, vol. 37, n 2. Mueller S and Remaud H. (2013), «Impact of corporate social responsibility claims on consumer food choice», Special issue of British Food Journal on corporate social responsibility in the food sector, Volume 115, Issue 1. Remaud H and Sirieix L. (2012), «Les vins éco-labellisés face aux vins conventionnels en France et en Australie : quelle perception des consommateurs et quelles implications marketing?», Décisions Marketing, 67. Sirieix L, Remaud H, Lockshin L, Thach L, Lease T. (2011), «Determinants of restaurant s owners/managers selection of wines to be offered on the wine list», Journal of Retailing and Consumer Services, 18, pp Mueller S, Remaud H, Chabin Y. (2011), «How strong and generalisable is the Generation Y effect? A cross-cultural study for wine», International Journal of Wine Business Research, Vol. 23 No. 2, 2011, pp Remaud H, Chabin Y, Mueller S. (2010), «Do consumers value sustainable claims? An international comparison», Bulletin de l'oiv, Vol. 83, Oct-Dec. Remaud H, Lockshin L. (2009), «Building Regional Wine Brand Salience», International Journal of Wine Business Research, Vol. 21 No.1. Remaud H, Couderc J.-P. (2006), «Wine business practices: A new versus old wine world perspective», Agribusiness: An International Journal, Summer 2006, Vol. 22 Issue 3, pp Baritaux V., Aubert M., Montaigne E., Remaud H., (2006), «Matchmakers in Wine Marketing Channels: The case of French Wine Brokers», Agribusiness: An International Journal, Summer 2006, Vol. 22 Issue 3. Ayouz M.K. and Remaud H. (2003), «The Internationalization of the small agro-food Firms: Hypotheses and statistical Test», International Food and Agribusiness Management Review, Vol 5 Iss 2. Falque A and Remaud H. (2003), «La place du terroir dans les stratégies des petites entreprises agroalimentaires», Economies et Sociétés, Série «Systèmes alimentaires», n 25.

7 Hervé REMAUD 7 Communications published in conference proceedings Zucker D and Remaud H, 2014, Does Choice Overload Exist in Wine Retail?, 8 th AWBR International Conference, Geisenheim University, June Best Paper Award. Holohan W and Remaud H, 2014, The Impact of Eco-Friendly Attributes on Bordeaux Wine Tourism and Direct to Consumer Sales, 8 th AWBR International Conference, Geisenheim University, June Malka P, Remaud H, Livat F, 2014, Motives to adopt a social media communication strategy: the case of Bordeaux wine estates and merchants, 8 th AWBR International Conference, Geisenheim University, June Mueller S, Sirieix L, Remaud H, 2011, Are personal values related to sustainable attribute choice?, 6 th AWBR International Conference, Bordeaux Management School, 9-10 June 2011 Remaud H and Sirieix L, 2010, Comment les consommateurs perçoivent les vins écolabellisés face aux vins conventionnels : Une comparaison France-Australie, Congrès de l'association Française de Marketing, 6-7 May 2010, Le Mans. Remaud H, Danenberg N, Peters K, 2010, Chefs' perception of fish and shellfish compared to meat, Australiasian Aquaculture Conference, Hobart, Tasmania Remaud H, Chabin Y, Mueller S, 2010, Do consumers value sustainable claims? An international comparison, XXXIIIème Congrès Mondial de la Vigne et du Vin, juin 2010, Tbilissi (Géorgie) Mueller S and Remaud H, 2010, Are Australian wine consumers becoming more environmentally conscious? Robustness of latent preference segments over time, 5th AWBR International Conference, Auckland University, February 2010 Goodman S, Lockshin L, Remaud H, 2010, Where to shop? The influence of store choice characteristics on retail market segmentation, 5th AWBR International Conference, Auckland University, February 2010 Sirieix L and Remaud H, 2010, Exploring wine list design strategy in French restaurants, 5 th AWBR International Conference, Auckland University, February 2010 Sirieix L and Remaud H, 2010, Consumer perceptions of eco friendly vs. conventional wines, 5 th AWBR International Conference, Auckland University, February 2010 Danenberg N, Mueller S, Remaud H, 2009, A discrete choice experiment to understand the preferences of Australian consumers in buying prawns, WAS Conference, Seattle Remaud H, Mueller S, Chvyl P, Lockshin L, 2008, Do Australians value organic wines?, 4 th International Wine Business Conference, Siena, Italy Remaud H, Lockshin L, 2008, Rebranding a commodity-based wine region, 4 th International Wine Business Conference, Siena, Italy Remaud H and Gillan M, 2007, Better understanding voters expectations using Best-Worst Analysis, 2007 ANZMAC Conference, 3-5 December, Dunedin, New-Zealand

8 Hervé REMAUD 8 Remaud H, Goodman S, Cohen E and Lockshin L, 2007, Understanding Consumer Store Choice using Best-Worst Analysis, 14 th European Institute of Retailing and Services Studies Conference, June 29 - July 2, 2007, San Francisco, United States Remaud H, 2006, L influence de l orientation-marché sur la compétitivité export des petites entreprises, 8 ème Congres International Francophone en Entrepreneuriat et PME, Fribourg, Switzerland, October Remaud H, 2006, What makes small wine companies more competitive in their export markets? Market-orientation and innovativeness influence, 3 rd Annual International Wine Marketing Symposium, Montpellier - France, July 6&8 Remaud H, Beaujanot A, Couderc J-P, 2005, Wine business practices: A new versus old wine world perspective, 2 nd International Wine Marketing Symposium, Sonoma County / California - USA, July 8&9. Baritaux V, Aubert M, Montaigne E, Remaud H, 2005, Matchmakers in Wine Marketing Channels: The case of French Wine Brokers. 2 nd International Wine Marketing Symposium, Sonoma County / California - USA, July 8&9. Beaujanot A, Remaud H, Lockshin L, 2005, Relationship building with key overseas distributor: a wine industry study. 2 nd International Wine Marketing Symposium, Sonoma County / California - USA, July 8&9. Montaigne E., Remaud H. and Sidlovits D., 2004, The case of Rhône wines in the French wine store channel: result s survey, Conference for Interprofessional Association of the Rhône Valley Wines, 21st January, Avignon, France Montaigne E., Remaud H. and Sidlovits D., 2004, The French wine store channel: result s survey. VINISUD, 6 th International Exhibition of Mediterranean Wines and Spirits, Montpellier, 16th, 17th and 18th February, France Couderc J-P and Remaud H, 2003, The Wine sector in France: from a financial analysis to a tentative economic system description. 1 st Wine Marketing Colloquium, Adelaide / Australia, July (best paper award). Couderc J-P, Falque A, Remaud H and Rastoin J-L, 2002, Les configurations stratégiques de la petite entreprise agroalimentaire. XI ème Conférence AIMS, 5-7 juin 2002, Paris Ayouz MK, Perrouty J-P, Remaud H, 2002, De la compétitivité perçue à la décision d exporter en petites entreprises : hypothèses et tests statistiques. 6 ème Congrès International Francophone sur la PME, Montréal, Canada, 30 octobre - 1er novembre Remaud H, 2002, Measuring the value created by small firm. Why not, but which value do we talk about? 32 nd EISB Confrence, 8-10 septembre 2002, Nice Couderc J-P and Remaud H, 2002, The strategic attitude of the small business manager: a lever to create value? 9 th International Schumpeter Society Conference, Gainsville - Florida (USA), march 28-30, 2002

9 Hervé REMAUD 9 Technical Reports or major consulting reports Remaud H., Teisseire C., Modalités de Promotion de Château Palmer. BEM report prepared for Château Palmer. Remaud H., Chabin Y., Mueller S., 2010 Modalités de valorisation du message durable sur le marché mondial du vin (Allemagne, Canada, France, UK). BEM report prepared for InterOc (Association des Vins de Pays d'oc). Remaud H., 2010, Analyse du marché de la tonnellerie dédiée au whisky en Ecosse. BEM report prepared for OENEO Remaud H., Danenberg N., Peters K., 2010 What Would Influence Prawns Consumption in a Restaurant Context? Ehrenberg-Bass Institute Report prepared for Craig Johns, PIRSA. Remaud H., Danenberg N., Peters K., 2009 Barriers and Drivers of the South Australian Food Service Sector s Purchase of Seafood. Ehrenberg-Bass Institute Report prepared for Dr John Carragher and Dr Andrew Barber SARDI. Remaud H., Danenberg N., Mueller S., 2009 Buying behaviour of Australian seafood consumers. Ehrenberg-Bass Institute Report prepared for the Australian Seafood Cooperative Research Centre, Adelaide, Australia Remaud H., Mueller S., 2008 Buying behaviour of Australian seafood consumers. Ehrenberg-Bass Institute Report prepared for Dr John Carragher, MISA. Montaigne E, Remaud H., Sidlovits D., 2003 Enquête Nationale des Cavistes pour le compte du Comité National Interprofessionnel des Vins, Rapport de recherche UMR MOISA. Fort F., Rastoin J.-L., Remaud H., Tozanli S., 2003 Mondialisation des échanges dans le système alimentaire régionale du Languedoc-Roussillon, Rapport de recherche UMR MOISA. Couderc J.-P., Laherrere F. et Remaud H., 2003 Analyse financière des coopératives de la filière viti-vinicole en France ( ). Recherche-action menée par le CREGO à l Université de Montpellier II, l UMR MOISA à l Agro Montpellier et le Crédit Agricole SA, pour le compte de l ONIVins Paris, décembre Couderc J.-P. et Remaud H., 2002 Evolution et analyse financière des entreprises de la filière viti-vinicole en France ( ). Recherche-action menée par le CREGO à l Université de Montpellier II & l UMR MOISA à l Agro Montpellier, pour le compte de l ONIVins Paris, décembre Sirieix L., Fort F. et Remaud H., Les produits agroalimentaires régionaux : approches théoriques et résultats d'études. UMR MOISA, Série Cahiers de Recherche n 1, 56 p.

10 Hervé REMAUD 10 OTHER PERSONAL INFORMATION Languages spoken, written and read (out of 5): Language Reading Speaking Writing French English 4 4 4

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