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Case

Diamond Foods

By Bell, David E. / Shelman, Mary

CEO Michael Mendes has transformed a grower-owned cooperative into a publicly traded top marketer of snack foods. Diamond's organization, culture, product development process, advertising and promotion strategy, and specifically its marketing department have been built "from the ground up" to address fundamental changes in retail structure and consumer behavior. Can the Diamond model be successfully applied to other food categories?

Collection: HBSP (USA)

Ref: HBS-510013-E

Format: PDF

Number of pages: 34

Publication Date: Dec 15, 2009

Language: English

Review date: Oct 30, 2015

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Description

Year: 2009

Geographic Setting: United States

Industry Setting: Food; Agribusiness

Diamond Foods

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Diamond Foods

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Diamond Foods

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