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Wild Herbs Grow Tall: Mastering Structural Change in Lusatia - Nagola Re (A)
內容大綱
The case "Wild Herbs Grow Tall - Mastering Structural Change in Lusatia" describes how entrepreneur Christina Grätz carves out a niche in the re-cultivation of landscapes in post-mining areas in her native region of Lusatia in Eastern Germany. After having established a thriving B2B business with wild herbs, she explores the possibility of entering the B2C market with a new business line. After several iterations and pivoting, she and her partners set up an online platform for direct web-based sales of organic herbal salts. However, the new company shows a lackluster performance - potentially due to the lack of experience in the online B2B marketing strategy.