The Wine Wars The Mondavi Affair, Globalisation and Terroir [Hardcover]

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.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 ConclusionOLIVIER TORR?S 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.