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Cherries With Charm: Turkey's Alara Agri
Michael R. Pearce; Jordan MitchellCaso IVEY-9B09A019-EDirección estratégica, Iniciativa emprendedora, MarketingThe chief executive officer (CEO) and owner of Alara Agri, a major Turkish cherry and fig producer, wants to convince retailers in Belgium and Germany (and, later, other parts of Europe) to change cherries from a bulk product to a higher-end luxury product packaged in small carry bags. The move from bulk to small packages has been highly successful in the United Kingdom where retailers reduced waste and increased margins. The German and Belgian r...Desde 8,20 €