Bodegas Torres: Entering in China

Multinational companies are keen to enter China's huge market and achieve success there. However, the changing environment and complexity of this country always leave executives perplexed. Little systematic knowledge about doing business in China adds even greater difficulty. The successful adaptation by the Torres Group of their business model to China's reality turns out to be an interesting learning experience to reflect upon. Here, with the help of Mr. Pedro Arellano, alumnus of ESADE and manager in the Torres Group, together with his other colleagues, the entry of the Torres Group into China is unfolded, explaining how this long-established family business with strong traditions finally succeeded in such a turbulent market with a new business model.