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Sunkist Growers: Refreshing the Brand

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Author Info
Michael Boland
Veronica Pozo
Daniel Sumner
Abstract

The objective of this case is to introduce students to what is possibly the most complex agricultural cooperative in the United States and learn more about the economic issues involved in citrus production globally. Students are asked to analyze a strategy built around brand loyalty with higher costs and an inability to dictate to growers what varieties are most valuable to retailers. Copyright 2009 Agricultural and Applied Economics Association

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Article provided by American Agricultural Economics Association in its journal Review of Agricultural Economics.

Volume (Year): 31 (2009)
Issue (Month): 3 (09)
Pages: 628-639
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Handle: RePEc:bla:ragrec:v:31:y:2009:i:3:p:628-639

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This page was last updated on 2009-12-19.

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