Sunkist growers: Refreshing the brand

Michael Boland, Veronica Pozo, Daniel Sumner

Research output: Contribution to journalArticlepeer-review

1 Scopus citations

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.

Original languageEnglish (US)
Pages (from-to)628-639
Number of pages12
JournalReview of Agricultural Economics
Volume31
Issue number3
DOIs
StatePublished - Jan 1 2009

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