Exploring Narratives of Wineries: Strategic Storytelling to Legitimize or Stand Out in Crowding Markets?

Marc Dressler is professor for business administration and entrepreneurship at the University of Ludwigshafen/Weincampus Neustadt. He heads the MBA Wine, Sustainability & Sales program and is a vital member of the wine management research community providing evidence in strategic and entrepreneurship in the wine business. Prof. Dressler lectures at the Weincampus in Neustadt, KEDGE Bordeaux, EM Strasbourg and other institutions. His scientific focus is on strategy, organization, innovation and sustainability. Marc looks back at a longstanding practical experience as top-management consultant and entrepreneur. Initially, he started his professional career in the banking industry followed by internationally reputed management consultancies and partnership in an international top-management consulting boutique. Alongside his professional career, Marc taught and researched at diverse universities in Europe and in North America.

Konstantin Päßler is an experienced marketing executive with over 15 years of international leadership roles within the fast‑moving consumer goods sector, having served at global companies such as Procter & Gamble and Reckitt. His career encompasses a broad range of responsibilities, including global product innovation, brand identity development, and customer as well as shopper marketing across diverse cultural and commercial environments. Konstantin is a doctoral student with academic interest on the strategic communication and offer design in the international wine industry and the advancement of sustainable leadership.