Publications
Publications
- August 2008 (Revised June 2010)
- HBS Case Collection
Concha y Toro
By: Rohit Deshpande, Gustavo A. Herrero and Ezequiel Reficco
Abstract
Chile's largest wine producer faces a price versus value positioning problem. Its highest quality wines are not priced competitively at retail because "Made in Chile" connotes great value and low price.
Keywords
Citation
Deshpande, Rohit, Gustavo A. Herrero, and Ezequiel Reficco. "Concha y Toro." Harvard Business School Case 509-018, August 2008. (Revised June 2010.)