Three urgent challenges (equity split, extent of dedication to social responsibility, and merchandise discoloration) confronting VeeV, the world's first alcoholic beverage infused with acai berries. Brothers Courtney and Carter Reum found VeeV in 2007 and the business has practiced rapid growth since that time.
The case documents the setting of the young creators, details the launch and early period of the company, and presents three challenges the founders must address: how to split the equity of the new company, how much to go in their attempts to be a "green" and socially responsible brand; and an unanticipated possible product quality problem.
VeeV on the Rocks Case Study Solution
PUBLICATION DATE: July 21, 2009 PRODUCT #: 410006-HCB-ENG
This is just an excerpt. This case is about ORGANIZATIONAL DEVELOPMENT
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