Alternative meat industry /

In 2009, when experienced entrepreneur Ethan Brown decided to build a better veggie burger, he set his sights on an exceptional goal - create a plant-based McDonald's equally beloved by the American appetite. To do this, he knew he needed to transform the idea of plant-based meat alternatives f...

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Bibliographic Details
Main Authors:	Elias, Jaan (Author), Springer, Nikki (Author), Wyk, Leon Van (Author), Thomas, Jacob, active 2021 (Author), Rouwenhorst, K. Geert (Author)
Format:	eBook
Language:	English
Published:	London : Yale School of Management, 2021.
Series:	SAGE Business cases.
Subjects:	Entrepreneurship > Case studies. Meat substitutes > Marketing > Case studies. Entrepreneuriat > Études de cas. Entrepreneurship. Electronic books. Case studies.
Online Access:	Connect to the full text of this electronic book

Description
Summary:	In 2009, when experienced entrepreneur Ethan Brown decided to build a better veggie burger, he set his sights on an exceptional goal - create a plant-based McDonald's equally beloved by the American appetite. To do this, he knew he needed to transform the idea of plant-based meat alternatives from the sleepy few veggie burger options in the grocer's freezer case into a fundamentally different product.
Item Description:	Originally Published InElias, J., Springer, N., Wyk, L.V., Thoma, J., & Rouwenhorst, K.G. (2021). Alternative Meat Industry. 20-033. New Haven, CT: Yale School of Management, Yale University.
Physical Description:	1 online resource.
ISBN:	9781529796681 1529796687