Skip to Main Content
HBS Home
  • About
  • Academic Programs
  • Alumni
  • Faculty & Research
  • Baker Library
  • Giving
  • Harvard Business Review
  • Initiatives
  • News
  • Recruit
  • Map / Directions
Faculty & Research
  • Faculty
  • Research
  • Featured Topics
  • Academic Units
  • …→
  • Harvard Business School→
  • Faculty & Research→
Publications
Publications
  • December 2010
  • Article
  • Harvard Business Review

Why You Aren't Buying Venezuelan Chocolate

By: Rohit Deshpandé
  • Format:Print
ShareBar

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).
  • Find it at Harvard
  • Purchase

About The Author

Rohit Deshpande

Marketing
→More Publications

More from the Author

    • August 2022
    • Faculty Research

    Arts and Cultural Entrepreneurship

    By: Rohit Deshpandé
    • September 2021
    • Faculty Research

    Christo and Jeanne-Claude: The Art of the Entrepreneur (B)

    By: Rohit Deshpandé and Henry McGee
    • September 2021
    • Faculty Research

    Christo and Jeanne-Claude: The Art of the Entrepreneur

    By: Rohit Deshpandé and Henry McGee
More from the Author
  • Arts and Cultural Entrepreneurship By: Rohit Deshpandé
  • Christo and Jeanne-Claude: The Art of the Entrepreneur (B) By: Rohit Deshpandé and Henry McGee
  • Christo and Jeanne-Claude: The Art of the Entrepreneur By: Rohit Deshpandé and Henry McGee
ǁ
Campus Map
Harvard Business School
Soldiers Field
Boston, MA 02163
→Map & Directions
→More Contact Information
  • Make a Gift
  • Site Map
  • Jobs
  • Harvard University
  • Trademarks
  • Policies
  • Accessibility
  • Digital Accessibility
Copyright © President & Fellows of Harvard College