preserve the luxury or extend the brand

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1、HBR.ORGJanuaRy–FeBRuaRy2011reprintr1101rPreservethehbrcasestudyandcommentaryLuxuryorExtendTheBrand?byDanielaBeyersdorferandVincentDessainshouldchâteaudeValloisbeginproducingamore-affordablewine?ExpertcommentarybyCorinneMentzelopoulosandPhilippeSereysdeRothschildexPerienceFORARTICLEREPRInTSCALL800

2、-988-0886OR617-783-7500,ORVISIThbr.orgCaseStudytheowneroftheprestigiousChâteaudeValloismustdecidewhethertolaunchanaffordablewine.byDanielaBeyersdorferandVincentDessainpreservetheexpertstheLuxuryOrextendcorinnementzelopoulostheBrand?istheownerandCEOofChâteauMargaux,afirstgrowthwineestateintheBorde

3、auxregionofFrance.asparddeSauveterreshiveredaslowingthesuddendeathofhermother,hesteppedoutofasideentranceGaspard’sdaughter,sevenyearsago.AfterGtohischâteau.WhilethelategraduatingfromoneofFrance’seliteSeptemberdayswerestillwarm,hecouldgrandesécolesshehadworkedforatopfeelautumnapproaching.The75-yea

4、r-oldconsultingfirmbeforeearninganMBAownerofChâteaudeVallois,afamousatInsead.Gaspardhadexpectedhertowine-producingestateintheBordeauxcomefortheharvest,ofcourse—sheneverregionofFrance,feltafamiliarthrill.missedit—buthehadbeensurprisedtoPhilippesereysdeThiswastheseasonheandhisteamhadhearaboutherpla

5、nstojointhefam-rothschildistheViceworkedtowardthewholeyear;anydayilybusinessandradicallychangetheChairmanofBaronPhilippedeRothschild,afamilynowthebellfortheharvest,thefamouscenturies-oldenterprise.firmthatmanagesthefirstvendanges,wouldring.HequickenedClairehadexplainedherideaassimplygrowthChâteau

6、Moutonhispacedownthelong,well-keptalleyaspossible.Inheropinion,youngerwineRothschild,otherestates,andbrandedwines.throughthewrought-irongatestostarthisenthusiastswerebeingpricedoutofhigh-ritualmorningwalkthroughthevineyards.endFrenchwines.AndalthoughsheknewHelovedthesehourswhentherisingthatdeVall

7、oishadbeensteadilyprofit-sunbathedthemistylandscapeinshadesablesincethe1980s,sheworriedaboutofyellowandgray.Thequiet,coolaircutwhatmighthappeniftheestateallowedHBR’sfictionalizedcasestudiespresentthroughthethoughtsthat