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Complete Case details are given below :
Case Name : Zespri
Authors : Jose B. Alvarez, Mary Shelman
Discipline : Strategy
Case Length : 34 pages
Solution sample availability : YES
Plagiarism : NO (100% Original work)
Description for case is given below :
Grower-owned Zespri is the sole exporter of New Zealand-grown kiwifruit outside of Australia and New Zealand. Facing growing international competition, Zespri invested in consumer branding and innovation, which has led to new types of kiwifruit that taste better and are protected with patents. Consumer response has been positive and Zespri has begun to grow kiwifruit outside of New Zealand in order to have the product on retail shelves year round. Is this the right strategy for the future?
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