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Author Jensen, Camilla (Associate professor of economics), author

Title Conviviality evaluated : market entry and expansion strategies at the Pernod Ricard Groupe / Camilla Jensen, Peter Z᭢orsk&#xe000
Published London : SAGE Publications: SAGE Business Cases Originals, 2018
Online access available from:
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Description 1 online resource : illustrations
Series SAGE Knowledge. Cases
SAGE Knowledge. Cases
Summary This case study examines foreign market entry and expansion strategies of the Pernod Ricard Group (PRG), the second largest producer of wine and spirits in the world in 2016. It focuses on two expansion routes: external acquisitions; and organic growth. The case provides background on the differences and similarities of PRG's market entry and expansion strategies in developed and emerging markets. It also provides data on key regions and countries, allowing readers to evaluate and analyse priority markets for expansion. PRG has typically initiated market entry through a greenfield establishment. In this case, students must compare the role and profitability of a greenfield establishment to that of an acquisition strategy, using careful evaluation and analysis to explain how each could play out, in mature markets and particularly in emerging markets
Bibliography Includes bibliographical references and index
Notes Description based on XML content
Subject Pernod Ricard (Firm)
Export marketing.
International business enterprises.
Form Electronic book
Author Z᭢orsk점eter, author
ISBN 9781526437068 (ebook)