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Chobani: Managing Explosive Growth, Aggressive Competition and Threats to Product Quality
Yao Xie, Kerger Truesdell, and James S. O’Rourke
University of Notre Dame, USA
Volume 8: 2015, pp. 19-32; ABSTRACT
A product recall in the fall of 2013 sends Chobani, Inc. scrambling to fix the manufacturing problem and address a flood of customer concerns. While the company successfully identifies the problem, recalls the product, and fields customers’ concerns within weeks, the adverse incident calls Chobani’s foundational strategy into question. The company must decide whether product quality and word-of-mouth marketing are enough to spur continued growth, combat increased competition and manage future threats associated with product quality.
