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. Sheri Lambert is affiliated with Temple University. Marilyn Anthony is affiliated with Temple University.

【書誌情報】

ページ数：17ページ

サイズ：A4

商品番号：HBSP-W25613

発行日：2021/12/13

登録日：2022/4/11