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Case
-
Reference no. 9B16M094
Published by:
Ivey Publishing (2016)
Version:
2016-05-26
Revision date:
25-Jul-2016
Length:
7 pages
Data source:
Field research

Abstract

In 2010, the recently appointed chief executive officer of VOSS Water (VOSS), a Norwegian luxury bottled water company, had been given an opportunity to take the brand in a new direction. He knew that take-home retail markets represented a huge opportunity for growth for a company that was used to selling its water in on-premises, luxury locations such as resorts and restaurants; however, the company's past attempts to grow into the retail space had produced dismal results. VOSS's new leader understood that he would have to work hard to unite his team behind his vision. How could he learn from the steps of his predecessors and use hindsight to create an opportunity for the luxury water brand?

Topics

Water; Innovation; Luxury brand; Business model canvas; Brand strategy; SWOT; Beverage industry; Entrepreneurship; International; General management/strategy
Locations:
Size:
Small
Other setting(s):
2010

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