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Sunkist Growers: Refreshing the Brand

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  • 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.

Suggested Citation

  • Michael Boland & Veronica Pozo & Daniel Sumner, 2009. "Sunkist Growers: Refreshing the Brand," Review of Agricultural Economics, Agricultural and Applied Economics Association, vol. 31(3), pages 628-639.
    • Handle: RePEc:oup:revage:v:31:y:2009:i:3:p:628-639.
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    File URL: http://hdl.handle.net/10.1111/j.1467-9353.2009.01457.x
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    References listed on IDEAS

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    1. Seftel, Howard, 1985. "Government Regulation and the Rise of the California Fruit Industry: The Entrepreneurial Attack on Fruit Pests, 1880–1920," Business History Review, Cambridge University Press, vol. 59(3), pages 369-402, October.
    2. Marc Nerlove & Frederick V. Waugh, 1961. "Advertising without Supply Control: Some Implications of a Study of the Advertising of Oranges," American Journal of Agricultural Economics, Agricultural and Applied Economics Association, vol. 43(4_Part_I), pages 813-837.
    3. Moses, H. Vincent, 1995. "G. Harold Powell and the Corporate Consolidation of the Modern Citrus Enterprise, 1904–1922," Business History Review, Cambridge University Press, vol. 69(2), pages 119-155, July.
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    Cited by:

    1. Michael A. Boland & Brian C. Briggeman & Keri Jacobs & Phil Kenkel & Gregory McKee & John L. Park, 2021. "Research Priorities for Agricultural Cooperatives and their Farmer‐Members," Applied Economic Perspectives and Policy, John Wiley & Sons, vol. 43(2), pages 573-585, June.

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