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最新個案
- A practical guide to SEC ï¬nancial reporting and disclosures for successful regulatory crowdfunding
- Quality shareholders versus transient investors: The alarming case of product recalls
- The Health Equity Accelerator at Boston Medical Center
- Monosha Biotech: Growth Challenges of a Social Enterprise Brand
- Assessing the Value of Unifying and De-duplicating Customer Data, Spreadsheet Supplement
- Building an AI First Snack Company: A Hands-on Generative AI Exercise, Data Supplement
- Building an AI First Snack Company: A Hands-on Generative AI Exercise
- Board Director Dilemmas: The Tradeoffs of Board Selection
- Barbie: Reviving a Cultural Icon at Mattel (Abridged)
- Happiness Capital: A Hundred-Year-Old Family Business's Quest to Create Happiness
Swoon: Mixing Up the Perfect Marketing Cocktail
內容大綱
Two women entrepreneurs' early-stage company achieved notable success when they introduced an innovative zero-sugar product into the highly competitive beverage market. After navigating a rebrand, the co-founders were poised to scale their company through product line extension, thereby entering the even more competitive ready-to-drink beverage market. The onset of the COVID-19 pandemic accelerated their direct-to-consumer marketing strategy. The co-owners had to determine both the timing of the new product launch and the marketing strategy.