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商品編號: SCG586 出版日期: 2021/07/07 作者姓名: Rindova, Violina;Castillo, Rebecca;Lanfranki, Katie;Monroe, Allison 商品類別: Entrepreneurship 商品規格: 19p 再版日期: 2021/10/20 地域: New York;United States 產業: Food and beverage sector 個案年度: -
商品敘述:
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.
涵蓋領域:
Consumer behavior;Decision making and problem solving;Entrepreneurs and founders;Market analysis;Market positioning;Personal purpose and values;Scaling entrepreneurial ventures;Social entrepreneurship
相關資料:
Case Teaching Note, (SCG886), 5p, by Violina Rindova, Rebecca Castillo
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