Virtual Vineyards - The Case Centre

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Case

Reference no. 9-396-264

Subject category: Case Method and Specialist Management Disciplines

Authors: Jeffrey F Rayport (Harvard Business School); Alvin J Silk (Harvard Business School); Thomas A Gerace (Harvard Business School); Lisa R Klein (Harvard Business School)

Published by: Harvard Business Publishing

Originally published in: 1996

Version: 2 April 2004

Length: 28 pages

Data source: Field research

Topics: Focusing on customers; Information technology; Internet; Marketing strategy; Sales promotions; Service management

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Abstract

Virtual Vineyards markets wine from small California vineyards directly to consumers through its site on the World Wide Web. It also facilitates fulfillment of customer orders. The case focuses on the ways in which Virtual Vineyards provides value to end consumers through Co-founder Peter Granoff's accessible but informal evaluations of individual wines and through its electronic Internet with the customer.

Location:

California

Industries:

Beverages; Retail trade

Size:

USD1 million revenues, 17 employees

Other setting(s):

1995-1996