(Re: summary: cases and film cases for cross-cultural management course)
Dear Colleagues,
In response to Dr Shan Man, Professor Dirk Matten proposed a look at the
Mondavi case :
http://www.mondovinofilm.com/
Let me propose a look at a very well-known French vision of the affair.
Indeed, the successful French book by O.TORRES is now available in English
from PALGRAVE MACMILLAN editions.
From a cross-cultural perspective, his presentation of the "wine wars" has
to be compared with the film, "Mondavino".
Bests regards,
Claude Etrillard
http://www.palgrave.com/products/Catalogue.aspx?is=0230002102
_____________________________________________________________________
Claude Etrillard
Département STID (Statistique et Traitement Informatique des Données)
IUT de VANNES - 8, Rue Montaigne - BP 561 - 56017 VANNES - FRANCE
Equipe "Entrepreneuriat & Stratégie" de l'IFREGE, membre du CREGE
Université Montesquieu - Bordeaux IV
Tél: +33 (0)2 97 62 64 82 (direct/répondeur)
mailto:
Claude.Etrillard@univ-ubs.fr
_____________________________________________________________________
The Wine Wars
The Mondavi Affair, Globalisation and "Terroir"
Olivier Torrès
Description
The Wine Wars describes Californian-based wine producer Robert Mondavi's
failure to set up business in a small, world-renowned wine-producing village
in the south of France. The business venture was bought to an abrupt halt by
an anti-globalization rebellion composed of ecologists, communists,
neo-rurals and wild boar hunters. The 'Mondavi affair' illustrates the
importance of culture, history, geography and economic and political systems
in conditioning our spirit of enterprise and the way in which we do business.
Contents
Introduction
Robert Mondavi: The Pioneer of the Napa Valley
Languedoc: The Biggest Vineyard in the World
Aime Guibert: The "Furia Francese"
Mondavi in Aniane: A Promising But Difficult Start
Things Hotten Up
Things Get Poilitical
After Mondavi: Gerard Depardieu Comes to Town
Cultural Differences at the Heart of Failure
Conclusion
Author Biographies
OLIVIER TORRÈS is Assistant Professor at the University of Montpellier
(ERFI-GREG) and Associate Researcher at EM Lyon, France, and a specialist in
small business management. He is the French Vice President of the European
Council of Small Business (ECSB) and Secretary of the International French
spoken Association of Small Business and Entrepreneurship (AIREPME). His
work in small business research has been internationally awarded on several
occasions.