IMD-3-2162 © 2010
Leleux, Benoit F.; Van der Kaaij, Jan
"The more we are concerned regarding the earth, the much better our wines ..." With those easy words, Miguel A. Torres, the fourth-generation owner of Miguel Torres S.A., one of the biggest and most reputed Spanish wine makers and suppliers in the world, summarized his issue for environment modification. The legacies had to go beyond family and values though: Miguel Torres desired to encourage his family, workers and the rest of the wine market that environment modification was currently affecting the company. When he picked international warming as the subject of his keynote address to Rioja wine manufacturers in 2009, the reception was lukewarm.
There was an international crisis going on and wine sales were down more than 10%. Miguel Torres had a long-lasting point of view: "In the wine company one requires to believe 15 years ahead. Knowing goals: Family company long-lasting point of view, sustainability, effect of environment modification on the wine company, ecological and social obligation of company, handling the succession procedure, brand name structure and management in the wine market.
Miguel Torres Ensuring The Family Legacies Case Study Solution
Subjects: Climate change; Sustainability; CSR; Corporate social responsibility; Wine; Family business; Succession; Brand building; Environmental responsibility
Settings: Spain; Chile; USA; Global ; Wine production; Marketing and distribution ; $300 million in sales ; 2010
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