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Supplement
-
Reference no. 9-800-123
Subject category: Entrepreneurship
Authors: Joseph B Lassiter III (Harvard Business School); Sharon Fox (Harvard Business School); Cindy Rushmore (Harvard Business School)
Published by: Harvard Business Publishing
Originally published in: 2000
Version: 25 February 2004
Length: 17 pages
Data source: Field research
Topics: Market research; Entrepreneurship; Product planning & policy; Marketing management; Product positioning; Target markets
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Abstract

The case explores who the customers are for a new beverage product, their desires as customers for this product, and their desires when ordering this product from a local specialty store location.
Location:
United States
Industries:
Food; Beverages
Size:
USD227,000 revenues; 10 employees
Other setting(s):
1999
Teaching note
-
Reference no. 5-804-155
Subject category: Entrepreneurship
Authors: Joseph B Lassiter III (Harvard Business School)
Published by: Harvard Business Publishing
Originally published in: 2004
Version: 24 February 2004
Length: 16 pages
View full details
Case
-
Reference no. 9-800-122
Subject category: Entrepreneurship
Authors: Joseph B Lassiter III (Harvard Business School); Sharon Fox (Harvard Business School); Cindy Rushmore (Harvard Business School)
Published by: Harvard Business Publishing
Originally published in: 1999
Version: 17 July 2006
Length: 27 pages
Data source: Field research
Topics: Beverages; Entrepreneurship; Market research; Market selection; Marketing management; Product planning & policy; Product positioning
View full details
Supplement
-
Reference no. 9-807-S29
Spanish language
Subject category: Entrepreneurship
Authors: Joseph B Lassiter III (Harvard Business School); Sharon Fox (Harvard Business School); Cindy Rushmore (Harvard Business School)
Published by: Harvard Business Publishing
Originally published in: 2007
Version: 16 September 1999
Revision date: 10-May-2019
Length: 22 pages
Data source: Field research
Topics: Market research; Entrepreneurship; Product planning and policy; Marketing management; Product positioning; Target markets
View full details

About

Abstract

The case explores who the customers are for a new beverage product, their desires as customers for this product, and their desires when ordering this product from a local specialty store location.

Settings

Location:
United States
Industries:
Food; Beverages
Size:
USD227,000 revenues; 10 employees
Other setting(s):
1999

Related

Teaching note
-
Reference no. 5-804-155
Subject category: Entrepreneurship
Authors: Joseph B Lassiter III (Harvard Business School)
Published by: Harvard Business Publishing
Originally published in: 2004
Version: 24 February 2004
Length: 16 pages
View full details
Case
-
Reference no. 9-800-122
Subject category: Entrepreneurship
Authors: Joseph B Lassiter III (Harvard Business School); Sharon Fox (Harvard Business School); Cindy Rushmore (Harvard Business School)
Published by: Harvard Business Publishing
Originally published in: 1999
Version: 17 July 2006
Length: 27 pages
Data source: Field research
Topics: Beverages; Entrepreneurship; Market research; Market selection; Marketing management; Product planning & policy; Product positioning
View full details
Supplement
-
Reference no. 9-807-S29
Spanish language
Subject category: Entrepreneurship
Authors: Joseph B Lassiter III (Harvard Business School); Sharon Fox (Harvard Business School); Cindy Rushmore (Harvard Business School)
Published by: Harvard Business Publishing
Originally published in: 2007
Version: 16 September 1999
Revision date: 10-May-2019
Length: 22 pages
Data source: Field research
Topics: Market research; Entrepreneurship; Product planning and policy; Marketing management; Product positioning; Target markets
View full details