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Venchi

In: The Evolution of Made in Italy

Author

Listed:
  • Vittoria Veronesi

    (Bocconi University)

  • Martina Schiavello

    (Bocconi University)

Abstract

Venchi is a manufacturer of high-quality chocolate and gelato and it represents a symbol of Italian excellence in the world. From the cremini pralines to single-brand stores and gelato, Venchi continued to experiment. The company has changed skin in twenty years, grinding revenues—turnover tripled in ten years—and carving out a market share among the high-quality chocolate brands, without ever ceasing to innovate. During its 150 years of history, Venchi business model changed and evolved allowing the company to become a fully vertical integrated company, both upstream and downstream. For the upstream, the strong vertical integration of the production processes implied a higher investment in terms of capital but guaranteed a higher product margin. For the downstream, the development of a capillary retail network allowed the company to guarantee a unique customer experience that contributed to reinforce the Venchi brand.

Suggested Citation

  • Vittoria Veronesi & Martina Schiavello, 2023. "Venchi," Springer Books, in: The Evolution of Made in Italy, chapter 0, pages 39-50, Springer.
    • Handle: RePEc:spr:sprchp:978-3-031-15667-0_5
    DOI: 10.1007/978-3-031-15667-0_5
    as

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