Students from the Master in International Business Administration at Carlos III University has developed this analysis about the international business strategies in vermouth companies. The following report will discuss the chosen business strategies of three different beverage companies that produce vermouth. It will delve into the history of each company and the decisions taken in order to expand globally. International business strategies in vermouth companies 1. Martini & Rossi Martini & Rossi was one of the world’s best-known vermouth producers. It started in 1847 when businessman, Alessandro Martini, and manufacturer, Luigi Rossi, decided to enter the industry of vermouth....Read More
Author: Cristina Escriche Graña, Teresa Smith, Javier Navarro Gordo, Qianqian Cheng Chen, Carmelo Raboso Manzanero
In this post, a group of Master’s students studying International Business Administration (MaDI) at Carlos III university – Madrid, investigate the industry of vermouth in Costa Rica. Tasting Vermouth in Costa Rica Before delving into the industry of Vermouth in Costa Rica, what is Vermouth? Vermouth is an aromatized, fortified wine, seasoned with herbs, spices, roots, barks, flowers and/or seeds. Vermouth, dark or light, sweet or dry, evolves from white wine (yes, you’ve got it! The traditionally Italian red vermouth was once white wine!) and holds anywhere between 13 % to 22 % alcohol by volume. The name ‘vermouth’ derives from...Read More
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