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We love local! How to approach regional markets

By Margarita Cruz - Assistant Professor of Strategic Management and Entrepreneurship at Ecole hoteliere de Lausanne

However, in traditional industries such as wine and beer, the creation of new businesses as well as the introduction of innovative products can prove difficult. In these industries, incumbent producers have often survived multiple generations and their long tenure in the industry gives them the unique opportunity to create enduring relationships with their customers.