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Transforming the Rice Aisle : The Innovative Journey of RightRice / Tatjana Titareva, Maite Andrea Chauvin, Fariss-Terry Mousa.
- Format:
- Book
- Author/Creator:
- Titareva, Tatjana, author.
- Chauvin, Maite Andrea, author.
- Mousa, Fariss-Terry, author.
- Series:
- SAGE Business cases.
- SAGE Business cases
- Language:
- English
- Subjects (All):
- Strategic planning.
- Physical Description:
- 1 online resource.
- Place of Publication:
- London, England : SAGE Publications: SAGE Business Cases Originals, 2025.
- Summary:
- RightRice, a plant-based food company, seeks to redefine traditional rice with a nutritious vegetable-based alternative. Despite its small size, RightRice has attracted the attention of a larger entity--Planting Hope Company Inc. However, they remain challenged on how to sustain brand growth. Students studying this case will explore brand nuances, market trends, innovation strategies, distribution, and positioning. The case is suitable for both undergraduate and graduate courses, providing insights into the dynamic landscape of healthy snacks and plant-based alternatives.
- Notes:
- Description based on publisher supplied metadata and other sources.
- ISBN:
- 9781071983966
- 1071983962
- OCLC:
- 1483993106
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