Diamond Foods

Posted: 30 Apr 2010

See all articles by David E. Bell

David E. Bell

Harvard Business School - Marketing Unit

Mary L. Shelman

Harvard Business School

Date Written: December 15, 2009

Abstract

CEO Michael Mendes has transformed a grower-owned cooperative into a publicly traded top marketer of snack foods. Diamond's organization, culture, product development process, advertising and promotion strategy, and specifically its marketing department have been built "from the ground up" to address fundamental changes in retail structure and consumer behavior. Can the Diamond model be successfully applied to other food categories?

Suggested Citation

Bell, David E. and Shelman, Mary L., Diamond Foods (December 15, 2009). HBS Case No. 510-013; Harvard Business School Marketing Unit . Available at SSRN: https://ssrn.com/abstract=1597183

David E. Bell (Contact Author)

Harvard Business School - Marketing Unit ( email )

Soldiers Field
Boston, MA 02163
United States
617-495-6366 (Phone)

Mary L. Shelman

Harvard Business School ( email )

Soldiers Field Road
Morgan 270C
Boston, MA 02163
United States

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