Inverroche Gin: Taking African Sophistication Global
商品編號：9B19M009
出版日期：2019/01/18
再版日期：
商品來源：
商品主題：Entrepreneurship; General Management/Strategy; International Business
商品類型：Case (Field)
涵蓋議題：craft gin, resource-based view, firm-specific resources, mode of entry, entrepreneurship, market segmentation
難易度：5 - MBA/Postgraduate
內容長度：9 頁
地域：South Africa; United States
產業：Accommodation & Food Services
事件年度：2008
The owner of Inverroche Distillery established a viable business incorporating fynbos, the unique flora growing around the remote community of Still Bay, South Africa, into her premium gins. She grew Inverroche Distillery into the dominant brand in the artisanal gin segment of the South African gin market and beyond. In 2018, she was facing key decisions about taking her business forward. Should she grow Inverroche Distillery by actively focusing on expanding her business internationally, or should she instead focus on growth in the domestic market? If she decided to go global, was the US market the best choice for expanding her business? If she were to enter the US market, what mode of entry would be most appropriate, taking Inverroche’s firm-specific resources into account?
教學手冊：Inverroche Gin: Taking African Sophistication Global - Teaching Note
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