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Beyond Meat: Beyond an Uncertain Future
內容大綱
As a pioneer in the plant-based alternative meat industry, Beyond Meat had experienced rapid growth for many years, primarily driven by increasing environmental concerns and health-conscious consumers. By 2022, the company experienced several challenges, some of which were industry-wide, while others pointed to internal issues relating to operations, human resources, and its product as well as geographic diversification strategies. Its stock value had dropped dramatically during the year and one-fifth of its global workforce had been axed in an effort to save costs. Ethan Brown, the chief executive officer and co-founder, had to decide whether he should maintain the company as it is or to make a change, either subtle or drastic, to regain sales and move forward.
學習目標
This case can be used in strategic management, international business and entrepreneurship and innovation courses/modules at the undergraduate and graduate level and in the master’s in business administration. After working through this case and assignment questions, students will be able to do the following:<ul><li>Examine the key environmental and socio-economic issues of the current times (so-called grand challenges), including climate change, public health, and inflation.</li><li>Critically assess possible strategic decisions in the context of a scale-up firm that faces (temporary?) challenges due to industry-wide and firm-specific issues.</li><li>Discuss core strategy, entrepreneurship, and international business themes, such as market positioning, product diversification, and geographic diversification.</li></ul>