Abstract
This paper will attempt to open a dialogue about the elements that constitute an outstanding wine business case study and, if used for teaching purposes, an instructor’s manual. The ability to understand, synthesize, evaluate, and also create cases is becoming an increasingly important career-building skill for graduates of higher education programs across all disciplines. Case studies about wine businesses can help achieve mastery of program learning outcomes and begin to close the loop (Alexander, 2011). Numerous wine business program graduates have reported that adding evidence of their ability to create, review, or analyze cases to their “job search portfolios” had given them “an edge over other candidates” for a position.
Highlights
Once you have decided upon the ultimate use of your case, put together a list of three-to-five major learning objectives and relevant interview questions tied to those objectives
Much in the wine industry has changed since most participants in that industry were born! Your case client’s evolution over time may illustrate the change from a family managed to a professionally managed business, or on a more macro level, the maturation of the wine industry sector itself, all reflective of shifting emphases over time
Exhibit 3 illustrates how one winery, Beringer Wine Estates, evolved in the years since 1876, when it was founded by German immigrants in Napa, California
Summary
Once you have decided upon the ultimate use of your case, put together a list of three-to-five major learning objectives and relevant interview questions tied to those objectives. It makes good sense to tie your primary (field) and secondary (library or electronic database) research objectives to your program or school’s learning objectives. See Exhibit 2 for five sample topics: (1) Goals, (2) Business model, (3) Situational environment, (4) Stakeholders, and (5) Assumptions and key metrics. Customer acquisition Market share Quality control Brand image/ positioning ROI Capacity Capital accumulation Financial health Sustainability Managed growth, etc
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