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Cultural Differences at the Heart of Failure

In: The Wine Wars

Author

Listed:
  • Olivier Torrès

Abstract

The Mondavi investment project seemed to have everything going for it. Faithful to their Win-Win-Win culture, the Californians had tried to build up a project in which everyone would be a winner: the Mondavi group would produce a great wine, the wine-producers and local coopérative would benefit from the American company’s commercial know-how, and even the Hérault department would improve its image as a producer of quality wines.

Suggested Citation

  • Olivier Torrès, 2006. "Cultural Differences at the Heart of Failure," Palgrave Macmillan Books, in: The Wine Wars, chapter 8, pages 121-137, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-0-230-62491-7_9
    DOI: 10.1057/9780230624917_9
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