http://www.loc.gov/mods/v3 http://www.loc.gov/standards/mods/v3/mods-3-2.xsd
the challenge of managing two products for growth
A small, nonemployer firm, run by a husband-and-wife team, are rethinking their strategy as they seek to scale the business. The company was originally founded as That Nutty Redhead in 2013, with their product line consisting of two flavors of steamed pralines. Although their product and branding have received positive reviews, they are having a difficult time trying to change a craft business into a growth business. This is due to customer confusion and lack of a mass manufacturing process. In 2018, they created another product idea: gourmet chocolate bark. The new product line solves the challenges of customer understanding and mass manufacturing, but now creates a new decision point: how do they handle both products.In 2019, they are debating whether to keep both products or to drop the pralines and focus on the chocolates. They are also debating whether to grow the business quickly or to keep it as a small nonemployer firm. They have already changed the name of their business from That Nutty Redhead to Passion Products. The case covers the challenges of scaling a small business, the differences between craft manufacturing and mass manufacturing, the diffusion curve, and organization slack. Students are asked to evaluate options and recommend an approach forward.
Includes bibliographical references and index.