The website brandchannel has launched a series of short case study articles. A team of Yale MBA students evaluate a purpose-driven startup and offer some marketing strategy recommendations. In “Hugo & Hoby – Quality, Sustainably Sourced Furniture,” (April 27, 2016) you learn about a startup furniture maker that needs to move from making sustainably sourced furniture for friends and family to a wider market.
Read this article and review the recommendations made by the team of Yale MBA students. What concepts from chapter 1 do you see demonstrated in this case study? Can you think of any other ideas for improving Hugo & Hoby’s marketing?