The Wine Wars

1. Introduction: The McDonaldization of Wine
Olivier Torrès

2. Robert Mondavi: The Pioneer of the Napa Valley
Olivier Torrès

3. Languedoc: The Biggest Vineyard in the World
Olivier Torrès

4. Aimé Guibert, the ‘Furia Francese’
Olivier Torrès

5. Mondavi in Aniane: A Promising, but Difficult, Start
Olivier Torrès

6. Things Hot Up
Olivier Torrès

7. Things get Political
Olivier Torrès

8. After Mondavi, Gérard Depardieu Comes to Town
Olivier Torrès

9. Cultural Differences at the Heart of Failure
Olivier Torrès

10. Conclusion: The Corporatisme of Place, the French Exception Culturelle
Olivier Torrès

11. Epilogue
Olivier Torrès

Avainsanat: Business and Management, International Business, Small Business