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Case
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Reference no. 9-510-013
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

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

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

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