Balsamic vinegar of Modena: From product to market value: competitive strategy of a typical Italian product Available to Purchase

This case study provides a brief historical background to the regulatory summary of the production and quality of vinegar, manufactured in Modena, Italy: the production method and the asset value of a vinegar cellar; quality controls; the comparative evaluation of balsamic vinegars; product and market specificity; the competitive environment; and the organisational structure and critical management areas in the productive chain. The study also looks at the growth pattern of traditional balsamic vinegar and the evaluation of the coherence of the current strategic assumptions for future business development.