Guaranteed Sweet or Guaranteed Non–Sweet – Fruit and the Future of Hortical Pty Ltd

John Jackson

Journal of Management & Organization, 2003, vol. 9, issue 2, 8-16

Abstract: We pick up the case as the new venture moves from a decade of dedicated scientific research into the early stages of becoming a commercially viable business. The case considers the potential of the Near Infra Red (NIR) spectroscopy technology to revolutionise the fruit markets of the world as well as the realities of trying to change existing practices and culture. The dilemma of first-mover advantage as compared to learning from the mistakes of early competitors is included. Various possible business models are introduced. The case also asks the students to consider some of the key issues of a new product/service launch.

Date: 2003
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