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Author(s)

Neal Roese

John Pavlus

Megan Huddleston, head of marketing for Tyson's Hillshire Farm brand, seeks new growth with a brand extension. But which product line and brand envelope would most effectively leverage Americans' shifting eating habits? This case allows students to explore the key tradeoffs in brand extension with the overarching goals of gaining revenue growth while protecting brand equity. 

Date Published: 10/19/2020
Discipline: Marketing
Key Concepts: brand management, consumer behavior, marketing management, marketing strategy
Citations: Roese, Neal, John Pavlus. Hillshire Farm: Growth Opportunities in Snacking. 5-420-751 (KE1170).