Case | HBS Case Collection | December 2010 (Revised January 2012)

Todovino: Can Your Rival be Your Friend?


Todovino sells Spanish wines through wine clubs and web sites. Founder-CEO Gonzalo Verdera has partnered with many companies to create cobranded wine clubs, but now he is pondering a joint venture with one of his rivals, a brick-and-mortar wine chain, where Todovino would provide the online presence for the chain. Should Verdera help his rival? What are the risks and benefits for Todovino?

Keywords: Joint Ventures; Growth and Development Strategy; Agreements and Arrangements; Partners and Partnerships; Competition; Cooperation; Online Technology; Food and Beverage Industry; Retail Industry;


Martinez-Jerez, Asis, and Lisa Brem. "Todovino: Can Your Rival be Your Friend?" Harvard Business School Case 111-071, December 2010. (Revised January 2012.)