Naturkreis : navigating uncertainty in the cbd market / Anna van Rossem, Anna van Rossem, Jef Adriaenssens.

Format:

Book

Author/Creator:

van Rossem, Anna, author.

Adriaenssens, Jef, author.

Series:

SAGE Business cases.

SAGE Business cases

Language:

English

Subjects (All):

Retail trade--Germany--Case studies.

Retail trade.

Strategic planning--Case studies.

Strategic planning.

Physical Description:

1 online resource : illustrations.

Place of Publication:

London : Rotterdam School of Management, Erasmus University, 2024.

Summary:

After working for a German Startup, Sophie Nengel was contacted by Yannic Kolz, introducing her to his company Naturkreis. She learned that Naturkreis already operated four stores, selling a wide range of natural products. Of all these products, CBD products were by far the largest source of revenue for Naturkreis. Yannic wanted Sophie to oversee the development of the newest physical store in Cologne. She was very eager to take up this position but also recognized the challenges that lay ahead. CBD remains highly stigmatized by various external forces. Many consumers fail to see the potential health benefits of CBD as they continue viewing the substance as an illicit drug. Additionally, public forces on both a European and German level, are creating vast uncertainty through the continuous debate about classifying classic hemp flower-derived CBD as a narcotic. This continues to limit the level of service Naturkreis can offer. Private forces have also denied CBD sellers from using their services. The combination of these external forces significantly complicates Naturkreis's ability to not only reach consumers but also to provide consumers with adequate customer service. Despite the uncertainty shrouding the CBD market, it is growing rapidly. With all these exterior threats, how can Sophie and Naturkreis successfully continue growing in such a new market? And how can they maintain a competitive advantage in such a cutthroat market shrouded by vast amounts of uncertainty?

Notes:

Description based on XML content.

ISBN:

1-0719-3700-6

9781071937006

OCLC:

1417356932