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Beyond Meat: Changing Customer Behaviour in Food Consumption
Chris Laszlo; Katherine Gullett; Peter Rezk; Nilesh RautCase IVEY-9B19A053-EEntrepreneurship, MarketingIn 2014, the founder and chief executive officer of Beyond Meat, Ethan Brown, reflected on the question that had led him to start the company: “How difficult can it be to change what you eat for dinner?” The small start up based in Los Angeles, California, had faced considerable challenges in changing customer perceptions and attitudes since it was founded in 2009. Its intention was to address both health and environmental problems related to mea...Starting at €8.20
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Ending the War Between Sales and Marketing (Spanish version)
Kotler, Philip; Rackham, Neil; Krishnaswamy, SujArticle HBS-R0607EMarketingeconomic (a single budget is typically divided between Sales and Marketing, and not always evenly) and cultural (the two functions attract very different types of people who achieve success by spending their time in very different ways). In this article, the authors describe the four types of relationships Sales and Marketing typically exhibit. They provide a diagnostic to help readers assess their companies' level of integration, and they offer...Starting at €8.20