Case ID: 511001
Abstract:
Case
Solution & Analysis for Zespri by Jose B. Alvarez, Mary 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:
Branding, Cooperatives, Corporate strategy, Innovation, International business, Patents, Zespri
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