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Journal of Strategic Management

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ISSN: 1649-3877

Listed by: Cabells and EBSCO

Frequency: 1 online Volume per year


Redefining Value: Comparative Video Case Studies of Charles Shaw Winery and Thomas Kinkade

JSME Vol 4: 2008

Author(s): Ofer Meilich and Martin J. Gannon (College of Business Administration, California State University, San Marcos, USA)

This article reports on two short video case studies that can be meaningfully compared
and contrasted, the Charles Shaw Winery and the Thomas Kinkade Company. Although both cases
are in different industries, they have striking commonalities related to such critical strategic issues
as redefining value, establishing a new niche in an exclusive industry, creating a brand, generating
mass appeal, and attacking existing competitors from an unexpected angle. Further, the differences
between these two cases are also instructive and useful. One case is simple and straightforward; the
other case can be extended to illustrate how understanding is deepened when the frame of reference
is expanded.

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