Publications
Publications
- August 1990
- HBS Case Collection
Giovanni Buton: International Marketing Strategy
Abstract
Describes the situation confronting Giovanni Buton, an Italian distiller and beverage distributor, in 1989. The market for distilled spirits was declining and the spirits industry was consolidating via mergers and acquisitions on a worldwide basis. "Global brands" such as Dewar's Scotch were gaining share at the expense of local products. The process of market integration in the EC was scheduled to be completed by the end of 1992. In the face of these changes in the marketplace, what should Buton's strategy be for improving its position in Europe?
Keywords
Marketing Strategy; Globalized Markets and Industries; Manufacturing Industry; Food and Beverage Industry; Italy; European Union
Citation
Buzzell, Robert D. "Giovanni Buton: International Marketing Strategy." Harvard Business School Case 591-023, August 1990.