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  • August 2006 (Revised July 2008)
  • Case
  • HBS Case Collection

Rwanda and the Thousand Hills Coffee Co.: Breaking New Grounds

By: Geoffrey G. Jones and Michelle McDonald
  • Format:Print
  • | Pages:25 
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Abstract

Examines the strategies of a Boston-based start-up to market Rwandan coffee. Describes the history of the coffee industry, the era of cartelization and the International Coffee Agreement, and the subsequent collapse in producer prices after 1989. Also describes the various options open to coffee producers, including recartelization, diversification, fair trade, and selling to boutique markets, the strategy of the Thousand Hills Coffee Co.

Keywords

History; Marketing Strategy; Entrepreneurship; Business Startups; Food And Beverage Industry; Rwanda; Boston

Citation

Jones, Geoffrey G., and Michelle McDonald. "Rwanda and the Thousand Hills Coffee Co.: Breaking New Grounds." Harvard Business School Case 807-004, August 2006. (Revised July 2008.)
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About The Author

Geoffrey G. Jones

General Management
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More from the Authors
  • International Business History and the Strategy of Multinational Enterprises: How History Matters By: Geoffrey Jones and Teresa da Silva Lopes
  • Bollywood, Skin Color and Sexism: The Role of the Film Industry in Emboldening and Contesting Stereotypes in India after Independence By: Sudev Sheth, Geoffrey Jones and Morgan Spencer
  • George Soros: The Stateless Statesman By: Geoffrey Jones and Grace Ballor
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