Pedigree Growth Strategy (B)
Julie Smith, brand manager for dog food manufacturer Pedigree, has to determine how best to jump-start growth in the slumping business. The (A) case centers on the debate over which type of strategy to pursue, brand building versus in-store activity, while the (B) case focuses on the concept of cause marketing as a growth strategy.
Timothy Calkins, Ann Deming
Calkins, Timothy, and Ann Deming. Pedigree Growth Strategy (B). Case 5-110-010(B) (KEL498).