Publications
Publications
- November 1999 (Revised March 2000)
- HBS Case Collection
Florida Department of Citrus
By: Ray A. Goldberg, Carin-Isabel Knoop and David Benedict Pearcy
Abstract
The Florida Department of Citrus (FDOC) is a state agency responsible for the welfare of the Florida citrus industry. This case describes the FDOC's efforts to turn around grapefruit juice consumption. Using a health message, Dan Santangelo, the FDOC's new director, adopted a marketing-driven rather than supply-driven solution to oversupply and falling demand for grapefruit, .
Keywords
Marketing Strategy; Organizational Change and Adaptation; Change Management; Management Teams; Product Marketing; Demand and Consumers; Food and Beverage Industry; Florida
Citation
Goldberg, Ray A., Carin-Isabel Knoop, and David Benedict Pearcy. "Florida Department of Citrus." Harvard Business School Case 900-009, November 1999. (Revised March 2000.)