Gordon Redding

In the late 1990s, Robert Mondavi Corporation, a major US wine company based in California, was seeking to expand its international presence by setting up an operation to produce wine in southern France. After failing to find a suitable partner it adopted a green field strategy, targeting an area of undeveloped land in the Languedoc village of Aniane for purchase.

Published 10 Jan 2004

Reference 5203

Topic Strategy

Industry Food and Beverages Production Wine and Spirits

Region Europe

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This bundle of mini-cases illustrates the features of institutional theory: regulative processes, enforced obligations and expectations, and cultural values. The authors see the extreme conservatism of potential Japanese investors, relationship building in the Korean chaebol, the placement of Japanese societal needs over breakthrough innovation, and job security in Germany and Japan.

Published 01 Jan 2003

Reference 5081

Topic Strategy

Region Global

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Please refer to part A for the abstract.

Published 01 Jan 2003

Reference 5082

Topic Strategy

Region Global

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