Case | HBS Case Collection | December 2012

Chobani: Growing a Live and Active Culture

by Joshua D. Margolis and Matthew Preble

Abstract

Hamdi Ulukaya, CEO of the Greek yogurt company Chobani, Inc., was reflecting on what explained his young company's meteoric rise. The company held over half of the U.S. Greek yogurt market, and nearly 20% of the total yogurt market. The company's innovative approach to product design, sales, marketing, and communication had made its yogurt a hit with consumers, and its entrepreneurial and innovative culture made it popular with its employees. But by 2012, major food companies, such as General Mills and Groupe Danone among others, were beginning to aggressively promote their Greek yogurt. In addition, Chobani was rolling out innovative new products, and had to determine how to enter new markets. At the same time, Ulukaya was also focused on preserving the company's unique culture and approach to work as it grew.

Keywords: innovation; leadership; culture; entrepreneurship; marketing; Agribusiness; growth strategy; growth management; yogurt; Innovation Strategy; Leadership; Culture; Entrepreneurship; Marketing; Agribusiness; Manufacturing Industry; Food and Beverage Industry; United States; Canada; Australia;

Citation:

Margolis, Joshua D., and Matthew Preble. "Chobani: Growing a Live and Active Culture." Harvard Business School Case 413-022, December 2012.