How small businesses can compete successfully in today’s complex and dynamic markets to sell? Apparently only high resources, companies can create global brands that make a certain amount of protection from turbulent market forces. But Palliser Estate Wines of New Zealand is a small company that has managed to develop a strong brand. Sticking to a core set of values, it has ensured the effective use of limited resources and build a competitive advantage through informed action. Mixing … Read more »

How small businesses can compete successfully in today’s complex and dynamic markets to sell? Apparently only high resources, companies can create global brands that make a certain amount of protection from turbulent market forces. But Palliser Estate Wines of New Zealand is a small company that has managed to develop a strong brand. Sticking to a core set of values, it has ensured the effective use of limited resources and build a competitive advantage through informed action. By mixing four different types of marketing practices, Palliser has a unique cultural perspectives that other small business owners can take on.
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from
Michael Beverland
Source: Business Horizons
9 sides.
Publication Date: Sep 15, 2004. Prod #: BH159-PDF-ENG
Brand Value, convictions, flexibility, and New Zealand Wine HBR case solution

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