Strategic Maori Product Improvement for Tohu Wines

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Strategic Maori Product Improvement for Tohu Wines

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1. Introduction

Tohu Wines is a Maori-owned wine enterprise established over 20 years ago in Marlborough, New Zealand. The company is an organic-based business that gets its competitive advantage from using home grown raw materials using cultural and traditional values of the Maori people. Tohu Wines has attracted global attention from this business model, including an emphasis on using organic products and a supply chain that is chiefly founded on the Maori way of life. The company prides itself of bearing the responsibility to uphold the legacy of the forefathers and founding members of the Maori community, who believed in the value of hard work, fairness, creativity, and being one with the natural environment ( ).…