Posted by & filed under Part 1 Business in a Global Environment, Part 4: Marketing Management.

Description:  Deep below a lush landscape of ripening Champagne grapes, Thierry Gasco, the master vintner for Pommery, ran his finger over the shoulders of a dark green bottle that looked just like the thousands of others reposing in his chilly subterranean cellars. But to the practiced hand and eye, there is a subtle, if potentially significant, difference.

Date: 08/31/2010


Questions for discussion:

  • Summarize the reasons given for the development of greener bottles.
  • Do you think the industry is motivated by a sense of greater social responsibility or increased profitability?
  • How do you think the consumer will react to this new product strategy?

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