Case | HBS Case Collection | September 1999 (Revised February 2004)

Juice Guys (B)

by Joseph B. Lassiter III, Sharon Lee Fox and Cynthia Rushmore Kuechle


The case explores who the customers are for a new beverage product, their desires as customers for this product, and their desires when ordering this product from a local specialty store location.

Keywords: Entrepreneurship; Product Launch; Product Positioning; Customer Relationship Management; Consumer Behavior; Commercialization; Customer Satisfaction; Food and Beverage Industry;


Lassiter, Joseph B., III, Sharon Lee Fox, and Cynthia Rushmore Kuechle. "Juice Guys (B)." Harvard Business School Case 800-123, September 1999. (Revised February 2004.)