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Hatsu: From Start-up to Megabrand
Enrique Ramirez R.; Angela Gil; Camilo FernandezCase IVEY-W25423-EEntrepreneurship, MarketingThe Hatsu brand of tea beverages and healthy food products emerged from the idea of two Colombian entrepreneurs in 2010 and evolved, in just over five years, to capture the interest of the leading company in the Colombian beverage market, Postobón SA (Postobón), which acquired it. In this context, Hatsu faced the challenge of consolidating itself in the tea beverage market while also venturing into other product categories (e.g., cereal bars, nut...Starting at €8.20