Case | HBS Case Collection | November 2004

Innocent Drinks

by William A. Sahlman and Dan Heath

Abstract

The three founders of a London-based, start-up smoothie company must decide between three growth options: expansion of the existing product line into Europe, extension of the brand into other product categories, or continued organic growth within the United Kingdom.

Keywords: Growth Management; Expansion; Business Growth and Maturation; Industry Growth; Corporate Entrepreneurship; Corporate Finance; Brands and Branding; Food and Beverage Industry; United Kingdom; Europe;

Format: Print 24 pages EducatorsPurchase

Citation:

Sahlman, William A., and Dan Heath. "Innocent Drinks." Harvard Business School Case 805-031, November 2004.

About the Author

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William A. Sahlman
Baker Foundation Professor, Dimitri V. D'Arbeloff - MBA Class of 1955 Professor of Business Administration, Emeritus
Entrepreneurial Management

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