Read the article, “Competitiveness and the Market for Central and Eastern European Wines: A Cultural Good in the Global Wine Market”. Before reading the article, please refer to the discussion of Porter’s Diamond Model of National Advantage in your textbook (pages 181 – 188). When reading Denton Marks’ article think about the application of the Diamond Model to the loss of market share of European wines. Pay particular attention to the sections in the article discussing “cultural goods” and the Australia experience. You wil need to think of the wine industry as a company to apply Porter’s Diamond Model. The factors; demand conditions, factor conditions, related and supporting industries and strategy, structure and rivalry; can be used. Again, consider the European wine industry as a company. Did demand conditions change given the introduction and availability of alternatives to locally produced wines? What impact might global warming have on growing seaons and wine production in Europe? Did a shift occur in related or supporting industries in Europe to affect wine production? Think about the growth in the wine industry in the United States. Often wineries have restaurants with professional chefs. Dining with recommended wines from the winery’s vineyards assists in the sale of the wines. Some universities, including the University of Missouri, now offer courses in viticulture. What impact does these supporting and valued added activies in the United States have on European wine production and sales? With the collapse of communist countries, capitalism grew. Or, at least, entrepreneurship grew. People in previously economically-controlled countries recognized money was to be made in wine. Did this have an impact? This would refer to the Diamond Model’s strategy, structure and rivalry factor. This week please do not summarize the article, but focus on preparing comments on the Diamond Model factors as they relate to the market share decline of the European wine industry.