Article | Harvard Business Review | December 2010

Why You Aren't Buying Venezuelan Chocolate

by Rohit Deshpandé

Abstract

The article discusses the "provenance paradox," wherein consumers are unwilling to buy high-quality products from regions not commonly associated with excellence in certain product categories. Venezuelan chocolate maker Chocolates El Rey does little international business because consumers associate premium chocolate more with Belgium or Switzerland than with Venezuela. Companies in this position have difficulty charging prices sufficient to fuel international expansion. The author presents advice on overcoming the paradox but warns it can be a lengthy process.

Keywords: Geographic Location; Global Strategy; Globalized Markets and Industries; Brands and Branding; Marketing Strategy; Product Marketing; Emerging Markets; Food and Beverage Industry; Venezuela;

Citation:

Deshpandé, Rohit. "Why You Aren't Buying Venezuelan Chocolate." Harvard Business Review 88, no. 12 (December 2010).