MARISA “For you, a treat”
Journal
Emerald Emerging Markets Case Studies
ISSN
2045-0621
Date Issued
2018
Author(s)
Carlos Eduardo Lopez
Type
text::journal::journal article
Abstract
<jats:sec>
<jats:title content-type="abstract-subheading">Subject area</jats:title>
<jats:p>Entrepreneurs, Strategic planning, Management, Family businesses.</jats:p>
</jats:sec>
<jats:sec>
<jats:title content-type="abstract-subheading">Study level/applicability</jats:title>
<jats:p>Undergraduate and Graduate (as an introductory case study).</jats:p>
</jats:sec>
<jats:sec>
<jats:title content-type="abstract-subheading">Case overview</jats:title>
<jats:p>Marisa® is a consolidated bakery in Guadalajara México, selling a wide variety of dessert products. It has achieved fast growth and has diversified with other brands, either by buying or developing them. Examples are Tía Lola® (economical cakes) and Dolce Natura® (artisanal ice creams). The company founder has maintained not only the growth and development of her brand but also the organizational values and culture. These she has transmitted to her over 400 employees. The company is currently facing expansion.</jats:p>
</jats:sec>
<jats:sec>
<jats:title content-type="abstract-subheading">Expected learning outcomes</jats:title>
<jats:p>The expected learning outcomes are as follows: to distinguish the different expansion strategies; to discuss how to maintain culture and values in a firm despite time and growth; to analyze the current market and long-term objectives, as well as different competitors of the firm; and to make strategic decisions at the corporate level.</jats:p>
</jats:sec>
<jats:sec>
<jats:title content-type="abstract-subheading">Supplementary materials</jats:title>
<jats:p>Teaching Notes are available for educators only. Please contact your library to gain login details or email <jats:ext-link xmlns:xlink="http://www.w3.org/1999/xlink" ext-link-type="email" xlink:href="mailto:support@emeraldinsight.com">support@emeraldinsight.com</jats:ext-link> to request teaching notes.</jats:p>
</jats:sec>
<jats:sec>
<jats:title content-type="abstract-subheading">Subject code</jats:title>
<jats:p>CSS: 3: Entrepreneurship.</jats:p>
</jats:sec>
<jats:title content-type="abstract-subheading">Subject area</jats:title>
<jats:p>Entrepreneurs, Strategic planning, Management, Family businesses.</jats:p>
</jats:sec>
<jats:sec>
<jats:title content-type="abstract-subheading">Study level/applicability</jats:title>
<jats:p>Undergraduate and Graduate (as an introductory case study).</jats:p>
</jats:sec>
<jats:sec>
<jats:title content-type="abstract-subheading">Case overview</jats:title>
<jats:p>Marisa® is a consolidated bakery in Guadalajara México, selling a wide variety of dessert products. It has achieved fast growth and has diversified with other brands, either by buying or developing them. Examples are Tía Lola® (economical cakes) and Dolce Natura® (artisanal ice creams). The company founder has maintained not only the growth and development of her brand but also the organizational values and culture. These she has transmitted to her over 400 employees. The company is currently facing expansion.</jats:p>
</jats:sec>
<jats:sec>
<jats:title content-type="abstract-subheading">Expected learning outcomes</jats:title>
<jats:p>The expected learning outcomes are as follows: to distinguish the different expansion strategies; to discuss how to maintain culture and values in a firm despite time and growth; to analyze the current market and long-term objectives, as well as different competitors of the firm; and to make strategic decisions at the corporate level.</jats:p>
</jats:sec>
<jats:sec>
<jats:title content-type="abstract-subheading">Supplementary materials</jats:title>
<jats:p>Teaching Notes are available for educators only. Please contact your library to gain login details or email <jats:ext-link xmlns:xlink="http://www.w3.org/1999/xlink" ext-link-type="email" xlink:href="mailto:support@emeraldinsight.com">support@emeraldinsight.com</jats:ext-link> to request teaching notes.</jats:p>
</jats:sec>
<jats:sec>
<jats:title content-type="abstract-subheading">Subject code</jats:title>
<jats:p>CSS: 3: Entrepreneurship.</jats:p>
</jats:sec>