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Case HBS Case Collection December 2004 (Revised February 2005) Exporting Spanish Olive Oil to the U.S. Market |
Spain is the largest olive oil producer, yet it sells much of its product to Italy, where it is repackaged as Italian olive oil. The decision maker in the case wants to develop Spain as the olive oil leader not just in production but in quality and value added. He wants to use the American market to develop both private label and branded products, using Spain as the country of origin.
Keywords: Plant-Based Agribusiness; Trade; Goods and Commodities; Demand and Consumers; Supply and Industry; Brands and Branding; Decisions; Customization and Personalization; Product Design; Product Development; Marketing Strategy; Product Marketing; Agriculture and Agribusiness Industry; Food and Beverage Industry; Spain; United States; Italy;
Goldberg, Ray A., Hal Hogan, and Miguel Angel Llano Irusta. "Exporting Spanish Olive Oil to the U.S. Market." Harvard Business School Case 905-408, December 2004. (Revised February 2005.)
