Attune Foods: Challenging the Goliaths with Authenticity Harvard Case Solution & Analysis

Its brands and attune Foods Uncle Sam and Erewohn is an exception: it is a small, independent player. Its ambition would be to be a leading digestive well-being brand in the state: not exactly a popular conversation topic at most family dinner tables.

Attune faced two challenges: - Develop ways to speak about digestive health in a consumer-friendly way. Attune decided to base its strategy on authenticity: a costly strategy the company believed would permit it to distinguish it from the big lads and to clearly convey its message. It implemented the concept of authenticity in all facets of its own company (e.g., product definition, generation and sourcing, communication). The case describes the company and its competitors. The challenge facing Attune at the period of the case was to double the size of the institution within four years.

PUBLICATION DATE: September 15, 2011 PRODUCT #: SM200-HCB-ENG

This is just an excerpt. This case is about SALES & MARKETING

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