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Rindova, Violina;Castillo, Rebecca;Lanfranki, Katie;Monroe, Allison
New York;United States
Food and beverage sector
Megan M za is a half-Mexican female entrepreneur who quit her high-paying job in marketing to launch Bandida, a cold-brew horchata beverage brand. As a social enterprise, Bandida aims to manufacture its product using only partners that are women and people of color. M za soon struggles with issues of cultural identity and ponders whether she can launch her product if she hasn''t met all of her social goals. As M za strategizes how to break into the saturated and competitive beverage industry, she must determine how to extend Bandida''s shelf-life and manufacture it in larger quantities.
Social entrepreneurship;Scaling entrepreneurial ventures;Entrepreneurs and founders;Decision making and problem solving;Market positioning;Market analysis;Personal purpose and values;Consumer behavior
Case Teaching Note, (SCG886), 5p, by Violina Rindova, Rebecca Castillo