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True Fruits: A Juiced-Up Internationalization Strategy
Marc Fetscherin; Patrick SellCase IVEY-9B17A058-EEntrepreneurship, Marketing, StrategyIn 2017, True Fruits, a German smoothie company, was operating in three European markets. The company had developed flash pasteurization, which was an efficient and gentle production process that made their product one of the highest quality smoothies in the world. The company successfully exported its product to premium Austrian and Swiss supermarkets, and was planning further expansion within Europe. True Fruits had strong brand loyalty, and a ...Starting at €8.20
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mymuesli: New Markets for Customized Breakfast Cereal
Marc Fetscherin; Elena KasperCase IVEY-9B17A055-EEntrepreneurship, Marketing, StrategyIn 2017, the German company mymuesli GmbH (mymuesli) was operating in six European countries. Having begun to successfully distribute its customizable organic breakfast cereals online, mymuesli built on its growing popularity by opening stores in various cities across Germany, Austria, Switzerland, the Netherlands, and Sweden, where the most popular versions of the product were sold. The relatively young company differentiated itself with its cus...Starting at €8.20