United Beverages: Product Development Genius or One-Hit-Wonder?

Darden Business Publishing Cases

ISSN: 2474-7890

Publication date: 20 January 2017


United Beverages' first product, GangBusters Interactive Beverages, has reached the stage of wide brand recognition. However, over the past 12 months, growth has stalled and the product development team at United Beverages is considering several ideas for future growth. The team must consider market and technical uncertainty as well as resource allocation issues as they define the new product-development strategy for United Beverages.



Chao, R. and Kavadias, S. (2017), "United Beverages: Product Development Genius or One-Hit-Wonder?", Darden Business Publishing Cases. https://doi.org/10.1108/case.darden.2016.000333

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