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Case
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Reference no. 9-510-013
Subject category: Strategy and General Management
Authors: David E Bell; Mary Shelman
Published by: Harvard Business Publishing
Originally published in: 2009
Version: 30 October 2015
Revision date: 03-Dec-2015
Length: 34 pages
Data source: Field research
Topics: Leadership; Cooperatives; Advertising campaigns; Market segmentation; Corporate strategy
Share a link: https://casecent.re/p/93286
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Abstract

CEO Michael Mendes has transformed a grower-owned cooperative into a publicly traded top marketer of snack foods. Diamond's organization, culture, product development process, advertising and promotion strategy, and specifically its marketing department have been built 'from the ground up' to address fundamental changes in retail structure and consumer behavior. Can the Diamond model be successfully applied to other food categories?
Location:
United States
Size:
USD600 million, 850 employees
Other setting(s):
2009
Teaching note
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Reference no. 5-510-067
Subject category: Strategy and General Management
Authors: David E Bell; Natalie Kindred; Mary Shelman
Published by: Harvard Business Publishing
Originally published in: 2010
Version: 14 June 2010
Length: 7 pages
Data source: Field research
View full details

About

Abstract

CEO Michael Mendes has transformed a grower-owned cooperative into a publicly traded top marketer of snack foods. Diamond's organization, culture, product development process, advertising and promotion strategy, and specifically its marketing department have been built 'from the ground up' to address fundamental changes in retail structure and consumer behavior. Can the Diamond model be successfully applied to other food categories?

Settings

Location:
United States
Size:
USD600 million, 850 employees
Other setting(s):
2009

Related

Teaching note
-
Reference no. 5-510-067
Subject category: Strategy and General Management
Authors: David E Bell; Natalie Kindred; Mary Shelman
Published by: Harvard Business Publishing
Originally published in: 2010
Version: 14 June 2010
Length: 7 pages
Data source: Field research
View full details