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PRESERVE LUXURY
EXTENDBRAND
Should Château de Vallois begin producing a more-affordable wine?
Company Background
Stakeholders
Claire’s Idea
Force-Field Analysis
Triggers
Family Pressure
Increased Competition
Finanacial Losses
Socio-Cultural Factors
Resistance
Traditional Culture
Changing Suppliers
Lack of Experience
Distortion of Brand
NAÏVE APPROACH
PLANNED APPROACH
THREE-STEP MODEL OF CHANGE
EMERGENT APPROACH
Criteria For Evaluation And Recommendation
Brand Equity
Profitability
Affordable Wine Market Share
Relationship With Negotiators
Serving to both the common as well as luxury markets
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