On Friday March 25, 2011, Björn H. Lindbäck, Senior Partner & Adviser with XLNS Consulting Group, lectured on the topic of Blue Ocean Strategy for a select group of more than 50 executives in Malmö, Sweden at an event hosted by Manpower Professional Executive.
To demonstrate the value and points of utilizing the Blue Ocean Strategy methodology and concept, Björn H. Lindbäck presented a business case modelled on Australian manufacturer Casella Wines and their hugely successful launch of its range of wines into the U.S. wine industry in the early 2000's. Converting non wine drinkers to the wine fold was at the heart of the company's success, and the rest is strategy and marketing history.
To end on a high and inspired note, a handful of executives received a bottle of the Cabernet-Merlot [ yellow tail ] with the task of judging for themselves, from a tasting point of view, what had contributed to the success of Casella Wines in the most competitive U.S. market.
Wines were provided by courtesy of the Swedish agent, Birra Mex, for the group of executives below, and grouped around Björn H. Lindbäck (# 4 from left and right).
We sincerely thank Birra Mex and Casella Wines for their support!
Björn H. Lindbäck
XLNS Consulting Group