Appellation Shanxi: Grace Vineyard

Posted: 2 Feb 2012

See all articles by William C. Kirby

William C. Kirby

Harvard Business School

Michael Shih-ta Chen

Harvard University - Business School (HBS)

Keith Wong

affiliation not provided to SSRN

Date Written: December 8, 2011

Abstract

Grace Vineyard was a rare family-owned, private winery in China that was set on establishing itself as a world-renowned, quality vintner. Judy Leissner, the second generation company leader was at a crossroads in how she wanted to grow the business that her father founded in 1997. Their wines were rapidly growing a strong following and had won international awards. How could the company capitalize on this success? Should Grace expand its operations to multiple Chinese provinces? Should Grace continue as a premium boutique winery serving a growing but ultimately limited niche market in China, or should it seek to make a mark internationally? Or should Grace respond to buy-out offers?

Learning Objective: How a private firm can differentiate itself and break-out of the mold in an industry dominated by state-owned players and earn a good global reputation in an industry built on rewarding quality.

Suggested Citation

Kirby, William C. and Chen, Michael Shih-ta and Wong, Keith, Appellation Shanxi: Grace Vineyard (December 8, 2011). Harvard Business School General Management Unit Case No. 309-075, Available at SSRN: https://ssrn.com/abstract=1997254

William C. Kirby (Contact Author)

Harvard Business School ( email )

Soldiers Field Road
Morgan 270C
Boston, MA 02163
United States

Michael Shih-ta Chen

Harvard University - Business School (HBS) ( email )

Soldiers Field Road
Morgan 270C
Boston, MA 02163
United States

Keith Wong

affiliation not provided to SSRN ( email )

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