In July 2017, Jorge Salcedo-Benitez was reflecting on his first decade as president of Solubles Instantaneos C.A. (SICA). Under his leadership, SICA had retained ownership of two leading brands of instant coffee in Ecuador: Don Caf and Caf Oro. As his descendants prepared to take the helm, Salcedo-Benitez wondered whether the company was still headed in the right direction. Giants like Nestl S.A. dominated the markets elsewhere, in part by consolidating small, family-owned operations such as his own. Salcedo-Benitez wondered whether it was time to seek new markets, develop new products, or update the brand image; yet he was hesitant to make large strategic moves while his sons were still preparing to take the helm. Nathaniel Lupton is affiliated with University of Lethbridge.

【書誌情報】

ページ数：12ページ

サイズ：A4

商品番号：HBSP-W17724

発行日：2017/11/28

登録日：2018/1/30