The dynamic of SMEs collective strategy: the case of Pic Saint-Loup winemakers [Dynamique d'évolution d'une stratégie collective entre PME : le cas des vignerons du Pic Saint- Loup]

The environmental uncertainty leads SMEs to adopt collective strategies in order to supplement their inadequate resources. The longitudinal study of the Pic Saint-Loup union of wine producers provides an understanding of how SMEs can develop collective strategies. The case study is based on several time of data collection from mainly forty five semi-structured interviews. Our findings are twofold. We identify the stages of SMEs collective strategies development and the role of stakeholders. Then, we highlight the tertius strategies of SMEs owner-managers and the positive influence of their combination.