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Article intern
1.
PRESERVE LUXURY
2.
3.
EXTENDBRAND
4.
5.
Should Château de
Vallois begin producing a more-affordable wine?
6.
Company Background
7.
8.
9.
10.
11.
12.
Stakeholders
13.
14.
15.
16.
17.
18.
Claire’s Idea
19.
20.
21.
22.
23.
24.
25.
26.
27.
28.
29.
Force-Field Analysis Triggers Family Pressure Increased
Competition Finanacial Losses Socio-Cultural Factors Resistance Traditional Culture Changing Suppliers Lack of Experience Distortion of Brand
30.
31.
32.
33.
34.
NAÏVE APPROACH
35.
PLANNED APPROACH
36.
THREE-STEP MODEL OF
CHANGE
37.
EMERGENT APPROACH
38.
Criteria For Evaluation
And Recommendation Brand Equity Profitability Affordable Wine Market Share Relationship With Negotiators
39.
Serving to both
the common as well as luxury markets
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