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商品編號： 9-300-018 出版日期： 2000/12/21 作者姓名： Bartlett, Christopher A. 商品類別： General management 商品規格： 20p 再版日期： 2003/10/06 地域： Australia 產業： Alcoholic beverage industry 個案年度： 1992 - 1998
商品敘述：
Two new product launch decisions face Christopher Carson, managing director of BRL Hardy, Europe. Responsible for the European operations of a major Australian wine company, Carson has begun to globalize his strategy beyond selling the parent company''s wines. After a difficult joint venture with a Chilean wine source, he is proposing to launch an Italian line of wines. His local team has also developed a new Australian brand that would compete directly with a parent company''s global brand rollout.
涵蓋領域：
Branding;Business ethics;Competitive strategy;Corporate social responsibility;Global strategy;International business;Joint ventures;Negotiation strategies;Product launches;Subsidiaries
相關資料：
Case Teaching Note, (5-300-128), 16p, by Christopher A. Bartlett;Video Short, (7859), 0p, by Christopher A. Bartlett;Spreadsheet Supplement, (XLS138), 0p, by Christopher A. Bartlett
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