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1. Introduction
This case study presents the challenge the French “Old World� wineries face due to the growing competition from the New World wineries and the increased globalization of the wine industry. France is still considered a world leader by producing 20% of the world’s wine and consuming 14% (Wine Institute, 2004), although their dominance is waning. The French winemakers believe “It’s an art, not a science� whereas the New World espouses a “total commitment to innovation…from vine to palate� (Bartlett, Cornebuse, McLean 2008, p. 119). Bartlett, et al ask “What strategy would reverse the trends� and “how to align the diverse industry and government interests to act on it� (p. 137).
1.1. History
It is an extraordinary fact that wine is the fermented juice of a single fruit, the grape. Every drop of wine is made from rain, sunlight, and nutrients from the soil and is far older than recorded history. It emerged with civilization itself......

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Approximate Word Count: 3458
Approximate Pages: 14 (250 words per double-spaced page)

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