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1、For the exclusive use of J. SWEENEYThis document is authorized for use only by jason sweeney in Global Business & MNE taught by Ricardo Flores from July 2010 to November 2010. 9- 9 10 -405 AUGUST 13 , 2 0 0 9 C H RIS T O P HE R A . BAR T L E T T Global Wine War 2009: New World versus Old 2009 年全球葡萄酒
2、战争 :新世界对战旧世界“ Wehave the people, expertise, technology and commitment to gain global preeminence for Australian wine by 2025. It will come by anticipating the market, influencing consumer demand, and building on our strategy of sustainable growth. ”我们有人员、专业知识、技术，并承诺到 2025 年让澳大利亚葡萄酒可以成为全球领先。它会通过预测市场
3、, 影响消费者需求 , 构建可持续增长战略来实现。 Sam Toley, CEO of Australian Wine and Brandy Corporation. 澳洲葡萄酒和白兰地公司首席执行官山姆 Toley 。“ Byphasing out the buyback of excess wine and increasing incentives for farmers to uproot their vines, the EC reforms will only bring in the New World s agro-industry model. We need to prot
4、ect the age-old European model built on traditional vineyards. ”通过淘汰过剩葡萄酒的回购协议和增加对农民离开他们葡萄树的激励措施 , 欧盟改革只会带来在新世界的农用工业模式。我们需要保护在传统的葡萄园建立的古老欧洲模式。 Jean-Louis Piton, Copa-Cogeca Farmers Association. In 2009, these two views reflected some of the very different sentiments unleashed by the fierce competiti
5、ve battle raging between traditional wine makers and some new industry players as they fought for a share of the $230 billion global wine market. Many Old World wine producers France, Italy, and Spain, for example found themselves constrained by embedded wine-making traditions, restrictive industry
6、regulations, and complex national and European Community legislation. This provided an opportunity for New World wine companies from Australia, the United States, and Chile, for instance to challenge the more established Old World producers by introducing innovations at every stage of the value chai
7、n. 2009 年 , 这两个观点反映的一些非常不同的情绪 , 在传统葡萄酒生产商和一些新的行业人士的激烈竞争战役中释放，因为他们要争取每股 2300 亿美元的全球葡萄酒市场。许多旧世界的葡萄酒生产商，如法国、意大利和西班牙 ,自己受到嵌入脑海的酿酒传统、限制性行业法规和复杂的国家和欧洲共同体立法所驱使。这为来自澳大利亚 , 美国 ,智利的新世界葡萄酒公司提供了一个机会 , 例如，通过引入在价值链每个阶段的创新，挑战更大牌的旧世界生产商。In the Beginning 1 在开始的时候Grape growing and wine making have been human preoccup
8、ations at least since the times when ancient Egyptians and Greeks offered wine as tributes to dead pharaohs and tempestuous gods. It was under the Roman Empire that viticulture spread throughout the Mediterranean region, and almost every town had its local vineyards and wine was a peasant s beverage
9、 to accompany everyday meals. By the Christian era, wine became part of liturgical services, and monasteries planted vines and built wineries. By the Middle Ages, the European nobility began planting vineyards as a mark of prestige, competing with one another in the quality of wine served at their t
10、ables the first niche market for premium wine. 种植葡萄和酿酒已经成为关注的事物，至少从古埃及人、希腊人怀念死去的法老和狂暴的神的时候提供葡萄酒可以看出。在罗马帝国时期 , 葡萄栽培遍布地中海地区 , 几乎每个城市都有当地葡萄园 , 葡萄酒成为一个农民的日常For the exclusive use of J. SWEENEYThis document is authorized for use only by jason sweeney in Global Business & MNE taught by Ricardo Flores from
11、July 2010 to November 2010. 膳食饮料。基督教的时代 , 酒成为礼仪服务的一部分 , 修道院种植葡萄并建立葡萄酒厂。中世纪的欧洲贵族以开始种植葡萄园作为威望的标志 , 在他们的桌子相互比较葡萄酒的品质第一个优质葡萄酒的利基市场。Professor Christopher A. Bartlett prepared the original version of this case, GlobalWine Wars: New World Challenges Old (A), HBS No. 303- 056, which is being replaced by thi
12、s version prepared by the same author. This case was developed from published sources. HBS cases are developed solely as the basis for class discussion. Cases are not intended to serve as endorsements, sources of primary data, or illustrations of effective or ineffective management. Copyright ? 2009
13、 President and Fellows of Harvard College. To order copies or request permission to reproduce materials, call 1-800-545-7685, write Harvard Business School Publishing, Boston, MA 02163, or go to www.hbsp.harvard.edu/educators. This publication may not be digitized, photocopied, or otherwise reproduc
14、ed, posted, or transmitted, without the permission of Harvard Business School. 教授克里斯托弗 A巴特利特准备了案例的原始版本 , “全球葡萄酒战争 : 新世界挑战旧的 (A), ”哈佛商学院 303 - 056, 这是由同一作者的这个版本取代。这个案例从出版来源发展。哈佛商学院案例开发仅作为课堂讨论的基础。案例不是为了作为支持 , 主要数据来源 , 或插图的有效或无效管理。版权 ?2009 年总统和哈佛大学的研究员。秩序册或请求允许繁殖材料 , 电话 1-800-545-7685, 写哈佛商学院出版社出版 , 波士
15、顿 ,MA 02163, 或者访问 www.hbsp.harvard.edu/educators 。这份出版物不得数字化、影印或以其他方式复制 , 发布 , 或传播 , 没有哈佛商学院 (Harvard Business School) 的许可。本文档授权从 2010 年 7 月到 2010 年 11 月只有在全球商业的杰森斯威尼和由里卡多弗洛雷斯教授的跨国企业使用。Wine Production 葡萄酒生产Tending and harvesting grapes has always been labor intensive, and one worker could typically
16、look after only a three hectare lot. (1 hectare. = 2.47 acres) The introduction of vineyard horses in the early 19th century led to vines being planted in rows and to more efficient tending and allowed one person to work a plot of 7 hectares. 抚育和收获葡萄一直是属于劳动密集型的产业，而一个工人通常最多能够照顾 3 公顷的葡萄园 （ 1 公顷 = 2.48 英亩）。而在 19 世纪初，葡萄园马的引入导致葡萄藤被横排种植，这样以便于更有效的抚育，同时也允许了一个工人负责 7 公顷的土地。Yet despite these efficiencies, vineyards became smaller, not larger. Over many centuries, small ag
