Why the Greek Yogurt Craze Should be a Wake-Up Call to Big Food
Harvard Business Review
MARCH 14, 2014
Food fads develop quickly in today’s marketplace. Consumers are more tightly connected now and are more likely to follow word-of-mouth (or word-of-keystroke) advice than in the past. Great products can command premiums, and become popular with very little marketing spend. Put the product ahead of the brand.
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