With Grace de Gelder. A Case Study (London: Ivey Publishing, 2020)

https://www.thecasecentre.org/products/view?id=172240

In late January of 2020, Hratch Jabrayan of Homeland Foods contemplated international expansion into North America and increasing exports to Russia. Would potential customers appreciate and pay a premium for the high-quality, organically-produced dried fruits and nuts. Was the product line’s brand name (‘Vozni’ was Armenian for ‘hedgehog’) culturally transferrable? Was it financially feasible to bring the product to Canada and the United States? How would other elements of the marketing mix need to be adjusted for Homeland’s entry into both the Canadian and American markets for dried fruit products?


Publication Information

Author(s):

Dr. Vahagn AsatryanProf. Laurie BusuttilProf. Susan J. Van Weelden

Publisher or Title:

Ivey Publishing

Publication date:

2020

Departments:

Business