San Miguel : expanding the amaranth market / Jaan Elias, Mario Alan Gonzalez Hernandez, Carlos Gil Garcia & Rodrigo Canales & Kaveh Khoshnood.

Format:

Book

Author/Creator:

Elias, Jaan, author.

Hernandez, Mario Alan Gonzalez, author.

Gil García, Carlos, author.

Canales, Rodrigo, author.

Khoshnood, Kaveh, author.

Series:

SAGE knowledge. Cases.

SAGE Knowledge. Cases.

SAGE knowledge. Cases

Language:

English

Subjects (All):

Amaranth products--Case studies.

Amaranth products.

Marketing--Case studies.

Marketing.

Social entrepreneurship--Case studies.

Social entrepreneurship.

Genre:

Case studies.

Physical Description:

1 online resource : illustrations (black and white, and colour).

Place of Publication:

[London] : SAGE, 2016.

System Details:

text file

Summary:

Benito Manrique, his brother Diego, and Bruno Pagliai founded a small amaranth factory in the out-of-the-way Mexican village of Huixcazdha. Despite the plant's unschooled work force, the company had pioneered the processing of amaranth into a number of unique products. The company also had played a significant role in the development of the small community in which it was located. The company's primary customer had been the governments of Mexican states that used San Miguel's products in their dietary programs. Amaranth has many nutritional properties. It is gluten free and high in protein, containing essential amino acids not present in other vegetative food sources. In spite of these qualities, the amaranth market had never really taken off. This case study discusses this topic.

Notes:

Originally Published in: Elias, J., Gonzalez Hernandez, M. A., Gil Garcia, C., Canales, R., & Khoshnood, K. (2014). San Miguel - Expanding the Amaranth Market. 101-14. New Haven, CT: Yale School of Management, Yale University. Retrieved from: http://nexus.som.yale.edu/amaranth.

No ILL or scholarly sharing allowed.

Description based on online resource; title from home page (viewed on May 4, 2016).

ISBN:

9781473977617

OCLC:

1017728607

Access Restriction:

Restricted for use by site license.