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Revolution Foods: EXPANSION INTO THE CPG MARKET

机译：Revolution Foods：扩展到CPG市场

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摘要

Revolution Foods (RevFoods) is a fast-growing, $100 million for-profit organization that has become a high-profile social enterprise, known initially for its healthy school lunch program. RevFoods has now chosen to enter the large and competitive consumer packaged goods (CPG) market, with the goal of becoming a trusted healthy meal product brand, suitable not just for kids, but also for families. This case outlines the challenges in managing two distinctive sets of distribution channels: one of which is through the public school system, and the other through major food retailers. This case also reviews the history of RevFoods and its growth over the last nine years since the company's founding.
机译：Revolution Foods（RevFoods）是一个快速发展的，营收达1亿美元的营利性组织，现已成为备受瞩目的社会企业，最初以其健康的学校午餐计划而闻名。 RevFoods现在已选择进入竞争激烈的大型消费品（CPG）市场，目标是成为一个值得信赖的健康膳食产品品牌，不仅适合儿童，还适合家庭。本案例概述了管理两种独特的分销渠道所面临的挑战：一种是通过公立学校系统，另一种是通过主要食品零售商。该案例还回顾了RevFoods的历史及其自公司成立以来过去九年的发展。

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  • 来源
    《California management review》 |2016年第3期|125-141|共17页
  • 作者

    Tyson Laura; Walske Jennifer;

  • 作者单位

    US Presidents Council Econ Advisers, San Francisco, CA USA|Berkeley Haas Sch Business, Business Adm & Econ, Berkeley, CA 94720 USA|Berkeley Haas Sch Business, Inst Business & Social Impact, Berkeley, CA 94720 USA;

    Berkeley Haas, Inst Business & Social Impact, Berkeley, CA 94720 USA|Univ San Francisco, San Francisco, CA 94117 USA|Fair Trade USA, Oakland, CA 94612 USA;

  • 收录信息 美国《科学引文索引》(SCI);
  • 原文格式 PDF
  • 正文语种 eng
  • 中图分类
  • 关键词

    Consumers; Corporate Social Responsibility; Corporate Strategy; Nonprofit Sector; Social Entrepreneurship;

    机译：消费者;企业社会责任;企业战略;非营利部门;社会企业家精神;

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