Tartans in Thailand: Pernod Ricard's Thai Whisky War of 2007

Kellogg School of Management Cases

ISSN: 2474-6568

Publication date: 20 January 2017


Students will understand how category behavior changes in the context of a different culture. Students will gain insight into how consumers balance price/value and image in purchasing choices



Hennessy, J., Frazzano, R. and Meagher, E. (2017), "Tartans in Thailand: Pernod Ricard's Thai Whisky War of 2007", Kellogg School of Management Cases. https://doi.org/10.1108/case.kellogg.2016.000334

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