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Case
-
Reference no. 9-805-031
Prize winner
Subject category: Entrepreneurship
Published by:
Harvard Business Publishing (2005)
Version:
24 November 2004
Length:
24 pages
Data source:
Field research

Abstract

The three founders of a London-based, start-up smoothie company must decide between three growth options: expansion of the existing product line into Europe, extension of the brand into other product categories, or continued organic growth within the United Kingdom.

Topics

Entrepreneurial finance; Entrepreneurial management; Entrepreneurship; Expansion

Setting

The events covered by this item took place in 2004.

Geographical setting

Region:
Europe
Country:
United Kingdom
Location:
London

Featured company

Company name:
Innocent Drinks
Employees:
11-50
Turnover:
USD 30 Million
Industry:
Food; Beverages

Featured protagonists

  • Adam Balon (male), Founder and Head of Sales
  • Richard Reed (male), Founder and Head of Marketing
  • Jonathan Wright (male), Founder and Head of Operations

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