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This case study is intended for MBA and Masters courses in the following subjects: International Marketing, International Strategy, Strategic Decision Making
Wines of Chile trade association has set the objective of becoming the ‘number one producer of premium, sustainable, and diverse wines of the New World by 2020, increasing the value of bottled wine exports over the course of the decade to US$3 billion. This is based on the opportunities and capacities explained and sustained by the historic growth of Chile's wine exports.
The industry want to play a key role in Chile's progress, being convinced of the enormous potential...
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