BizEd

JulyAugust2003

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The Made -to- As industry sectors become custom-made degrees to meet their specific needs. more multifaceted, business schools are creating Order MBA When officials from the chamber of commerce in Bordeaux, France, con- sidered the possibility of an MBA for the wine industry, they had specif- ic goals in mind. They wanted to create a source of wine-proficient man- agers able to take an age-old craft into the twenty-first century. In addi- tion, they wanted to build on Bordeaux's reputation as one of the world's premier wine regions, explains Isabelle Dartigues of the Bordeaux Business School in Talence, France. "Bordeaux is known all over the world for its by Tricia Bisoux illustrations by Nicholas Wilton wine," says Dartigues. "The chamber felt it was a pity that Bordeaux had such a strong reputation but didn't have a top management training pro- gram just for the wine industry." The chamber approached the Bordeaux Business School with the idea. In September 2001, the Wine MBA was launched under Dartigues' direction. Bordeaux now works in concert with the Graduate School of Management at the University of California at Davis, the University of South Australia in Adelaide, and Pontificia Universidad Católica de Chile in Santiago. The degree sends students to learn about major wine regions all over the world, and the wine industry has a custom-made, comprehensive MBA to call its own. 22 BizEd JULY/AUGUST 2003

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