The Wine Wars: The Mondavi Affair, Globalisation and "Terroir"

Torrès, O.

This work describes California-based wine producer Robert Mondavi's failure to set up business in a small, world-renowned wine-producing village in southern France. The 'Mondavi affair' illustrates the importance of culture, history, geography and economic and political systems in conditioning our spirit of enterprise and the way we do business.

Details

Published by: Palgrave Macmillan

Publication Date: 2006-07-03

Format: Paperback

ISBN-13: 9781349280469

DOI: 10.1057/9780230624917

Dimensions: 216cm x140cm

Pages: 170