p feels that domestic brands which account for 90 percent of revenue have been neglected due to aggressive pursuit of international ventures, while the second group argues that continued diversification, brand expansion, and global partnerships represent success for the future.
The original vision of Robert Mondavi continues to remain the company vision: ôTo do whatever it takes to make great wines and to put Napa Valley on the map, right alongside the great winemaking centers of Europeö (Silverman et al. 2001, C247). The company mission is to produce wines that demonstrate ôour expertise and commitment to excellenceö, according to Michael Mondavi (Silverman et al. 2001, C257). The future goals of the company include increasing domestic revenues, increasing foreign revenues, diversifying brands, and aggressively pursuing joint ventures with international winemakers.
The U.S. wine industry is comprised of nearly 1,500 wineries, with the t
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