Vinho Rio - A Global Wine Strategy

The Vinho Rio LiveCase introduces the theme of globalization strategy and brings to life the pressures transforming the traditional “Old World” wine industry. Playing the role of a visitor to a family friend’s vineyard in the Douro region of Portugal, Learners get involved in the family’s business decisions following an unexpected offer from an American investor. As the story progresses, they explore opportunities in various other markets with different modes of entry, taking into account the drivers and the extent of globalization. They are asked to weigh the challenges and benefits of working with a heritage brand, the impact of shifting consumer trends, and the influence of major global events. After examining Vinho Rio’s business, they assess and compare the various growth opportunities and offer advice on the most appropriate global strategy to secure the vineyard’s future.
The story provides rich material for a stimulating debrief session and a memorable learning experience. Particularly suited to undergraduate, MBA and executive learning programmes, it can be taught in the classroom or online. The Vinho Rio LiveCase combines immersive, interactive multimedia storytelling, using the LiveCase web application with a combination of interactive chats, tasks, mood checks, multiple-choice questions and gamification to keep Learners engaged, challenged and entertained.
The Vinho Rio LiveCase is co-authored by Felipe Monteiro, Senior Affiliate Professor of Strategy at INSEAD and Senior Fellow at the Mack Institute at the Wharton School

1) Gain insight into the dynamic context of the global wine industry and the differences between the way 'Old World' and 'New World' wines are produced, promoted and sold.
2) Explore the potential for global expansion by assessing the opportunities, barriers, and market drivers.
3) Understand the key themes and dilemmas of a globalization strategy.
4) Learn resilience in the face of unexpected world events and shifting consumer trends.

4) Learn resilience in the face of unexpected world events and shifting consumer trends.