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> Hola, Bandida: Launching a Beverage Brand with Purpose

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