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- Giving Voice To Values
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- Economics
- Business
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- Diversity Management and Leveraging Difference
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- Giving Voice To Values
- Decision Analysis
- Case Method
- Economics
- Business
- Business-Government Relations
- Diversity Management and Leveraging Difference
- Entrepreneurship and Innovation
- Environment and Sustainability
- Ethics
- Finance
- Accounting & Control
- Global Economies and Markets
- Leadership and Organizational Behavior
- Management Communications
- Management Science
- Marketing
- Negotiations
- Nonprofit Organizations
- Operations Management
- Pedagogy and Higher Administration
- Personal Assessment and Career Strategy
- Quantitative Analysis
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- Technology and Innovation Management
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About Us
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Videos List
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Overview
In the fall of 1976, Juan Metzger, chairman of the board and chief executive officer of Dannon Milk Products, Long Island City, NY, is attempting to determine the proportion of effort and money to put behind the marketing of a new product, "Danny-Yo" soft frozen yogurt. On the one hand, his past strategy of expanding as fast as possible into new geographical regions with the regular line of Dannon Yogurt has been responsible for the company's outstanding sales and profits. On the other hand, recent experience with soft frozen yogurt indicates that this product has strong growth potential. The issue facing Mr. Metzger is whether soft frozen yogurt is sufficiently attractive in the long run to warrant diverting some of the company's resources from the company's basic product, regular yogurt.
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Learning Objectives