Friday, April 4, 2014

Michel et Augustin Cookies: Culinary Adventurers Competing against Food Industry Giants

BRUNO Hernan A., PLASSMANN Hilke
©2014 INSEAD Case Study
Also available: Teaching Note
Get the case from INSEAD Case Publishing

The case illustrates the challenges faced by entrepreneurs launching a new product in an highly competitive market with limited resources. The case is set in 2005 and puts the student in the shoes of Michel and Augustin.