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Alcaguete: The Challenge of Sustainable Growth
內容大綱
The Alcagüete case is an example of a market-focused social initiative (B Corporation) that encountered serious doubts regarding its mission while it was considering an expansion proposal that would allow it to grow exponentially in record time. Alcagüete produced and sold healthy snacks. A fundamental pillar of the business was its social value proposition of combating childhood malnutrition. This was reflected in the brand and its 1x1 cause-related marketing strategy under which for each product sold, a contribution was made to a social organization addressing childhood malnutrition in Colombia, becoming a mainstay of its positioning and differentiation strategy. A progressive growth strategy had been working, but a more significant scale-up was needed the following year. One of the company's strategic partners had offered to sell products at hard-discount stores, but at what cost? And if they didn't, what other growth options were available?