The Wine Wars: The Mondavi Affair, Globalisation and "terroir" (Hardcover)

The Wine Wars: The Mondavi Affair, Globalisation and
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Description


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.
Product Details
ISBN: 9780230002104
ISBN-10: 0230002102
Publisher: Palgrave MacMillan
Publication Date: September 1st, 2006
Pages: 170
Language: English