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  • June 2016 (Revised March 2017)
  • Case
  • HBS Case Collection

Global Wine War 2015: New World Versus Old

By: Christopher A. Bartlett and Sarah McAra
  • Format:Print
  • | Language:English
  • | Pages:25
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Abstract

This case contrasts the tradition-bound Old World wine industry with the market-oriented New World producers in the battle for the Chinese wine market in 2015. China’s wine consumption growth presented a large and fast-growing export target that was extremely attractive both to Old World producers burdened with oversupply and declining demand and to New World winemakers faced with rising costs and a deteriorating image. But changing Chinese market conditions and consumer preferences required both sets of players to devise new strategies to gain share in this fast-growing market. The case allows analysis of the way in which newcomers can change the rules of competitive engagement in a global industry. It also poses the question of how incumbents can respond, especially when constrained by regulation, tradition, and different capabilities than those demanded by changing consumer tastes and market structures.

Keywords

Competitive Advantage; Government Regulation; Industry Analysis; International Business; International Marketing; Market Entry; Exports; Business And Government Relations; China; Europe; France; Australia; Trade; Global Strategy; Governing Rules, Regulations, and Reforms; Consumer Behavior; Market Entry and Exit; Competition; Food and Beverage Industry; France; Europe; Australia; China

Citation

Bartlett, Christopher A., and Sarah McAra. "Global Wine War 2015: New World Versus Old." Harvard Business School Case 916-415, June 2016. (Revised March 2017.)
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About The Author

Christopher A. Bartlett

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Related Work

    • November 2016
    • Faculty Research

    Global Wine War 2015: New World versus Old

    By: Christopher A. Bartlett
    • June 2016 (Revised March 2017)
    • Faculty Research

    Global Wine War 2015: New World Versus Old

    By: Christopher A. Bartlett and Sarah McAra
Related Work
  • Global Wine War 2015: New World versus Old By: Christopher A. Bartlett
  • Global Wine War 2015: New World Versus Old By: Christopher A. Bartlett and Sarah McAra
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