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United Beverages: Product Development Genius or One-Hit-Wonder?

Picture of United Beverages: Product Development Genius or One-Hit-Wonder?
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United Beverages' first product, GangBusters Interactive Beverages, has reached the stage of wide brand recognition. However, over the past 12 months, growth has stalled and the product development team at United Beverages is considering several ideas for future growth. The team must consider market and technical uncertainty as well as resource allocation issues as they define the new product-development strategy for United Beverages.
Case Number: OM-1335
Author: Chao, Raul O.
Kavadias, Stylianos (Stelios)
Type: Case
Category: Entrepreneurship and Innovation
Managing Growth
New Product Development
Marketing
Product Management & New Products
Product Development
Strategy
Innovation Management
Industry: Food/Beverage
Published: 11/15/07
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