Finding the Sweet Spot Between Mass Market and Premium
Harvard Business
OCTOBER 19, 2016
A few of many examples include PepsiCo’s 2006 acquisition of Izze, an all-natural, no-preservatives-added fruit soda; Unilever’s 2009 acquisition of salon haircare brand Bed Head; and Kashi’s acquisition of snack brand Pure Organic earlier this year. One response by established brands has been to acquire smaller companies.
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