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April 2002
The Role of Research
"How I Learned To Stop Worrying And Love The Brand"
by John Hawkins
The world as we know it may be coming to an end. Sure, things have been pretty good for fine wine producers in the past decade. Healthy sales growth and higher prices (sometimes breathtakingly higher) have generated more smiles than Viagra®. But, for many wineries the storm clouds are gathering. On the macro level, a softer economy and rising unemployment among the once free-spending "option-aires" likely means less consumption and experimentation and more price sensitivity. Meanwhile, stagnant ...
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