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Published by:
Harvard Business Publishing (2009)
Version:
13 August 2009
Length:
23 pages
Data source:
Published sources

Abstract

The case contrasts the tradition-bound Old World wine industry with the market-oriented New World producers, the battle for the US market, the most desirable export target in 2009 due to its large, fast-growing, high priced market segments. The case allows analysis of the way in which newcomers can change the rules of competitive engagement in a global industry. It also poses the question of how incumbents can respond, especially when constrained by regulation, tradition, and different capabilities than those demanded by changing consumer tastes and market structures.

Topics

International business; International marketing; Competition; Competitive advantage; Exports; Industry analysis
Other setting(s):
2009

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