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  • December 2010
  • Article
  • Harvard Business Review

Why You Aren't Buying Venezuelan Chocolate

By: Rohit Deshpandé
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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).
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About The Author

Rohit Deshpande

Marketing
→More Publications

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More from the Author
  • National Customer Orientation: An Empirical Test across 112 Countries By: Ofer Mintz, Imran S. Currim and Rohit Deshpandé
  • The Venice Biennale By: Rohit Deshpandé and Elena Corsi
  • The Swatch Group (B): Omega X Swatch By: Rohit Deshpandé and Daniela Beyersdorfer
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