Case | HBS Case Collection | 2012 (Revised from original 2010 version)
by Jose B. Alvarez and Mary Louise Shelman
Grower-owned Zespri is the sole exporter of New Zealand-grown kiwifruit outside of Australia and New Zealand. Facing growing international competition, Zespri invested in consumer branding and innovation, which has led to new types of kiwifruit that taste better and are protected with patents. Consumer response has been positive and Zespri has begun to grow kiwifruit outside of New Zealand in order to have the product on retail shelves year round. Is this the right strategy for the future?
Keywords: Plant-Based Agribusiness; Globalized Firms and Management; Innovation and Invention; Patents; Brands and Branding; Cooperative Ownership; Competition; Corporate Strategy; Agriculture and Agribusiness Industry; New Zealand;
Citation:
Alvarez, Jose B., and Mary Louise Shelman. "Zespri." Harvard Business School Case 511-001, January 2012. (Revised from original December 2010 version.)
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Teaching Note | HBS Case Collection | 2013
Mutti Spa
Jose B. Alvarez, Carin-Isabel Knoop, Aldo Sesia and Mary Shelman
Keywords: Agribusiness; brands and branding; food; Brands and Branding; Food and Beverage Industry; Italy;
Case | HBS Case Collection | 2013 (Revised from original 2013 version)
Jose B. Alvarez, Carin-Isabel Knoop and Mary Shelman
Keywords: Agribusiness; strategy; Plant-Based Agribusiness; Family Business; Competitive Strategy; Global Strategy; Retail Industry; Agriculture and Agribusiness Industry; Italy;
Creating a Luxury Experience at Value Retail
Jose B. Alvarez and Matthew Preble
Keywords: retailing; tourism; luxury; brand building; brand positioning; brands and branding; real estate; Brands and Branding; Human Resources; Retail Industry; Tourism Industry; Real Estate Industry; Europe; China;