preserve the luxury or extend the brand精选.pdf

Janua Ry–FeBRuaRy 2011 HBR.ORG reprint r1101r hbr case study and commentary Preserve the Luxury or Extend The Brand? by Daniela Beyersdorfer and Vincent Dessain should château de Vallois begin producing a more-affordable wine? Expert commentary by Corinne Mentzelopoulos and Philippe Sereys de Rothschild exPerience FOR ARTICLE REPRInTS CALL 800-988-0886 OR 617-783-7500, OR VISIT hbr.org Case Study the owner of the prestigious Château de Vallois must decide whether to launch an affordable wine. by Daniela Beyersdorfer and Vincent Dessain preserve the experts the Luxury Or extend corinne mentzelopoulos the Brand? is the owner and CEO of Château Margaux, a first­ growth wine estate in the Bordeaux region of France. aspard de Sauveterre shivered as lowing the sudden death of her mother, he stepped out of a side entrance Gaspard’s daughter, seven years ago. After to his château. While the late graduating from one of France’s elite G September days were still w