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- December 2020
- Case
Château Margaux: Serving Up the Third Wine
By: Elie Ofek
In fall 2019, Corinne Mentzelopoulos, owner of the famous first-growth Château Margaux, is pondering a series of decisions with respect to the chateau's third wine. Margaux du Château Marguax, as this wine was called, was launched in 2013 with a particular goal in mind...
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Keywords:
Brand Management;
Pricing;
Wine Industry;
Marketing Strategy;
Product Marketing;
Performance Evaluation;
Price;
Distribution Channels;
Growth and Development Strategy;
France
Ofek, Elie. "Château Margaux: Serving Up the Third Wine." Harvard Business School Case 521-054, December 2020.
- 2018
- Book
Varieties of Green Business: Industries, Nations and Time
By: Geoffrey Jones
Published at a time of ever-increasing warnings that the pace of climate change and other environmental changes risk making the Earth unsustainable within our own lifetimes, this book looks at the past of green business to identify lessons for the future. It provides...
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Keywords:
Green Business;
Sustainability;
Business History;
Eco-tourism;
Organic Wine;
Organic Food;
Waste Management;
Sustainable Finance;
Ethics;
Finance;
History;
Entrepreneurship;
Accommodations Industry;
Agriculture and Agribusiness Industry;
Banking Industry;
Energy Industry;
Food and Beverage Industry;
Green Technology Industry;
Tourism Industry;
Europe;
Asia;
Latin America;
North and Central America;
New Zealand
Jones, Geoffrey. Varieties of Green Business: Industries, Nations and Time. Northamption, MA: Edward Elgar Publishing, 2018.
- 2017
- Working Paper
Creating the Market for Organic Wine: Sulfites, Certification, and Green Values
By: Geoffrey Jones and Emily Grandjean
This working paper examines the history of organic wine, which provides a case study of failed category creation. The modern organic wine industry emerged during the 1970s in the United States and Western Europe, but it struggled to gain traction compared to other...
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Keywords:
Product Launch;
Failure;
Problems and Challenges;
Complexity;
Governing Rules, Regulations, and Reforms;
Agriculture and Agribusiness Industry;
Food and Beverage Industry
Jones, Geoffrey, and Emily Grandjean. "Creating the Market for Organic Wine: Sulfites, Certification, and Green Values." Harvard Business School Working Paper, No. 18-048, December 2017.
- December 2003 (Revised April 2004)
- Case
Dragon's Teeth Vineyards
By: Alan D. MacCormack, Marius Leibold, Sven Voelpel and Kerry Herman
Dragon's Teeth Vineyards (DTV) is a South African wine producer that is considering whether to use genetically modified organisms (GMOs) in its wine-making process. GMOs promise to lower the costs of wine production significantly through increased yields and reduced...
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Keywords:
Technological Innovation;
Growth and Development Strategy;
Genetics;
Transition;
Brands and Branding;
Product Development;
Product Design;
Organizational Change and Adaptation;
Technology Adoption;
Food and Beverage Industry;
Biotechnology Industry;
South Africa
MacCormack, Alan D., Marius Leibold, Sven Voelpel, and Kerry Herman. "Dragon's Teeth Vineyards." Harvard Business School Case 604-069, December 2003. (Revised April 2004.)