Concha y Toro

Posted: 4 Jun 2009

See all articles by Rohit Deshpande

Rohit Deshpande

Harvard Business School - Marketing Unit

Gustavo Herrero

affiliation not provided to SSRN

Ezequiel A. Reficco

University of Los Andes

Date Written: August 21, 2008

Abstract

Chile's largest wine producer faces a price versus value positioning problem. Its highest quality wines are not priced competitively at retail because 'Made in Chile' connotes great value and low price.

Suggested Citation

Deshpande, Rohit and Herrero, Gustavo and Reficco, Ezequiel A., Concha y Toro (August 21, 2008). HBS Case No. 509-018; Harvard Business School Marketing Unit. Available at SSRN: https://ssrn.com/abstract=1413134

Rohit Deshpande (Contact Author)

Harvard Business School - Marketing Unit ( email )

Soldiers Field
Boston, MA 02163
United States
617-495-5449 (Phone)
617-496-5853 (Fax)

Gustavo Herrero

affiliation not provided to SSRN ( email )

Ezequiel A. Reficco

University of Los Andes ( email )

Bogota
Colombia

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