Examines the struggle Mondavi Winery, to communicate their value proposition in the market after the successful completion of the IPO. Mondavi Winery had a strong reputation for innovation in the wine industry and conducted IPO, to provide the funding needed to continue to build on this tradition. Despite the initial success of the IPO was the stock price began to fall soon. Places students in the role of the company's founder, Robert Mondavi, as he considers how to communicate the company's vision of her family to investors. Apart from the main question of the development of a communication strategy, this case allows students to consider the requirements for communication created IPO and the effect on company management. "Hide
by Gregory S. Miller, Thomas Doyle Source: Harvard Business School 13 pages. Publication Date: January 8, 2004. Prod. #: 104056-PDF-ENG
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