Conquering the US market: AJE’s blue ocean strategy in action
Research methodology Data used to develop the case included primary data from employees and leaders of AJE, a Peruvian-based beverage products manufacturer. The case company is not disguised; actual employee names and titles are used. The company provided financial and product data and photos.
Authors
- Stephen R. Smith (ORCID: https://orcid.org/0000-0002-8674-0450)
- Marilyn M. Helms (ORCID: https://orcid.org/0000-0001-8551-6716)
- Amy Burger
- Fernando Garcia (ORCID: https://orcid.org/0000-0002-7870-1566)
Institutions
- Dalton State College (US)
Publication Details
- Journal
- The CASE Journal
- Published
- 2024-10-28
- DOI
- https://doi.org/10.1108/tcj-10-2023-0208
- Primary Topic
- Consumer Behavior in Brand Consumption and Identification
- Type
- article
- Field-Weighted Citation Impact
- 0.00