Product details

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Abstract

Differences of opinion continue between Caliterra and Mondavi''s marketing team. Caliterra''s managers believed that Americans simply did not understand the difference between ''images of Chile'' and other Latin American countries. From their perspective, communications developed in California did not conform to the Caliterra vision, to ''be the quality and image leader in the super premium Chilean wine category''. This case is a supplement to Robert Mondavi Corporation: Caliterra (A), product ''9A99C004''.
Location:
Size:
Medium
Other setting(s):
1998

About

Abstract

Differences of opinion continue between Caliterra and Mondavi''s marketing team. Caliterra''s managers believed that Americans simply did not understand the difference between ''images of Chile'' and other Latin American countries. From their perspective, communications developed in California did not conform to the Caliterra vision, to ''be the quality and image leader in the super premium Chilean wine category''. This case is a supplement to Robert Mondavi Corporation: Caliterra (A), product ''9A99C004''.

Settings

Location:
Size:
Medium
Other setting(s):
1998

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