Rafael Guilisasti
Chile
Rafael Guilisasti
  • Vice Chair, Vina Concha y Toro S.A. (Wine)
Born Santiago, Chile, 1953. Bachelors, Pontificia Universidad Católica de Chile (1976).
“Distribution is a key factor for any brand. For a long time, we focused on securing adequate distribution for our wines, so that they would have sufficient consumer penetration. ...we built suitable partnerships with distributors…”

Summary

Mr. Guilisasti recounts his life in the wine industry, joining Concha y Toro as a young man and rising through the ranks in the company as well as an organic winemaking group, Viñedos Emiliana. He attributes their success to principles inherited from his father: a commitment to vertical integration, a focus on the export market, and a diversified wine portfolio. In doing so, he highlights the “long-term orientation” of family-controlled firms as one the main sources of their competitive advantage. Mr. Guilisasti highlights business concerns that are unique of the wine business: the importance of branding and name recognition, advertising and marketing, and professional endorsements. He also details the Chilean business climate and the benefits of operating in a free market economy.

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Mr. Guilisasti recounts his life in the wine industry, joining Concha y Toro as a young man and rising through the ranks in the company as well as an organic winemaking group, Viñedos Emiliana. He attributes their success to principles inherited from his father: a commitment to vertical integration, a focus on the export market, and a diversified wine portfolio. In doing so, he highlights the “long-term orientation” of family-controlled firms as one the main sources of their competitive advantage. Mr. Guilisasti highlights business concerns that are unique of the wine business: the importance of branding and name recognition, advertising and marketing, and professional endorsements. He also details the Chilean business climate and the benefits of operating in a free market economy.
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Additional Resources

Additional Resources

  • Concha y Toro [HBS Case]
  • José del Pozo, Historia del vino chileno: Desde la época colonial hasta hoy. Santiago: LOM ediciones, 2014
  • Interview (Spanish), Reportajes la tercera edicion impresa, May 19, 2012
  • Antoine van Agtmael, The Emerging Markets Century: How a New Breed of World-Class Companies Is Overtaking the World. Free Press, c.2007
  • Sebastián Vergara, “El mercado vitivinícola mundial y el flujo de inversión extranjera a Chile,” Serie Desarrollo Productivo No. 102, CEPAL. Unidad de Inversiones y Estrategias Empresariales, 2001
  • María de la Luz Hurtado, Paula Edwards, and Rafael Guilisasti, Historia de la televisión chilena entre 1959 y 1973. CENECA, c.1989
  • Viña Concha y Toro (Chile), La historia Viña Concha y Toro fue fundada por el Conde y Marqués don Melchor de Concha y Toro y don Ramón Subercaseaux en los fértiles campos de propiedad de éste último, en Pirque (Llano de Maipo) en 1883. Santiago: Impr. Universo, 1965

Interview Citation Format

"Interview with Rafael Guilisasti, interviewed by Andrea Lluch, December 18, 2008, Creating Emerging Markets Project, Baker Library Historical Collections, Harvard Business School, http://www.hbs.edu/creating-emerging-markets/."