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Book Cover
Author Tybout, Alice M., author

Title Terlato Wines International : managing Rutherford Hill merlot in a post-sideways market / Alice M. Tybout, Patrick Bennett & Brie Koenigs
Published [London] : SAGE, 2016
Online access available from:
Sage Business Cases    View Resource Record  


Description 1 online resource : illustrations (black and white, and colour)
Series SAGE knowledge. Cases
SAGE knowledge. Cases
Summary In 2005, a wine snob in the critically acclaimed movie 'Sideways' denounced merlot. Subsequently, sales of merlot, including sales for Terlato's Rutherford Hill merlot, declined significantly. Students are asked to evaluate three strategies - rebranding, cutting price, and launching television advertising - that Terlato is considering to reverse this decline
Notes Originally Published in: Tybout, A.M., Bennett, P., & Koenigs, B. (2008). Terlato Wines International: Managing Rutherford Hill Merlot in a Post-Sideways Market. 5-108-002. Evanston, IL: Kellogg School of Management, Northwestern University
Description based on online resource; title from home page (viewed on April 27, 2016)
Subject Terlato Wines International (Firm)
Marketing -- Case studies.
Consumer behavior -- Case studies.
Genre/Form Case studies.
Form Electronic book
Author Bennett, Patrick, author
Koenigs, Brie, author
ISBN 9781473959583 (ebook)