The wine industry appears to be an anomaly within the modern global economy. Thousands of small companies provide a vast variety of highly differentiated products and compete successfully with multinational corporations. Using case studies from Bordeaux, Napa Valley and Chianti Classico, this book argues that rather than being a vestige or a serendipitous phenomenon, this variety results from a sophisticated alternative organization of production. Integrating differentiation and branding into Ostrom's common pool resource theory, Jerry Patchell shows how winegrowers in a territory can use self-governance to protect and promote their common reputation while enhancing each producer's ability to differentiate their wines and build their own brand. Bordeaux, Napa, and Chianti Classico share several common challenges, but develop a set of strategies and tools appropriate to their markets and regulatory contexts.
- ISBN10 1138277096
- ISBN13 9781138277090
- Publish Date 28 November 2016 (first published 21 March 2011)
- Publish Status Active
- Publish Country GB
- Publisher Taylor & Francis Ltd
- Imprint Routledge
- Format Paperback
- Pages 214
- Language English