The Business of Wine is aimed at anyone with an interest in broadening his or her view of wine to encompass some of the fascinating complexities of the business side of the industry. It also provides substantive reading for the professional, the academic or the student looking to gain deeper insight into the structure and economics of the industry and into the various trends and pressures which are current affecting it. There exist myriad guides to the wines of the worrld. Interesting as such books are to wine-lovers, they leave many gaps. The aim of this book, is to fill those gaps and to provide a general, worldwide overview of wine as a business. While it is still hopefully possible to bicycle through Provence or Tuscany unearthing the odd case of undiscovered nectar, the real backbone of today's wine industry lies elsewhere. It is that backbone- its structure and complex functions - that will be examinied in detail in the Business of Wine.(1993)
The authors are
Lars V. Jenster, MSc in chemical engineering from the Technical University of Denmark, oenologist, the Diplome nationale D'Oenologie from the Ecole Nationale Supérieure Agronomique de Montpeillierr and a Master of Business Administration from the Rotterdam School of Management. He has a wide experience from various parts of the wine industry.
Professor Per Jenster, Strategic Management and Marketing, Institute of Management Development, IMD, Lausanne Switzerland (1993), now Professor at Copenhagen Business School.
Neville Wachwurst, MA Philosophie and modern languages from University of Oxford.
SMC Publishing CIMID SA, Av. de Provence 4, CH 1007 Lausanne, Switzerland. ISBN2-9700041-0-0