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商品編號： 9-511-001 出版日期： 2010/12/23 作者姓名： Alvarez, Jose B.;Shelman, Mary 商品類別： Other 商品規格： 34p 再版日期： 2012/01/13 地域： New Zealand 產業： Agribusiness;Agriculture, forestry, fishing & hunting;Food 個案年度： 2010 -
商品敘述：
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?
涵蓋領域：
Branding;Cooperatives;Corporate strategy;Innovation;International business;Patents
相關資料：
Case Teaching Note, (5-511-103), 11p, by Jose B. Alvarez, Mary Shelman
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