Publications
Publications
- January 2003 (Revised December 2003)
- HBS Case Collection
Joint Juice
Abstract
Focuses on Joint Juice, a start-up in the new-age beverage category. The company has a patented formula for producing a glucosamine beverage, the only one on the market. (Glucosamine is a nutritional supplement believed to help rejuvenate joints and treat arthritis.) The company has made slow progress in its initial phase, but as the case ends, it has an opportunity to go national with two of the nation's largest grocery chains.
Keywords
Business Startups; Growth and Development Strategy; Business or Company Management; Competitive Strategy; Expansion; Corporate Strategy; Industry Structures; Entrepreneurship; Food and Beverage Industry
Citation
Roberts, Michael J., and Alison Berkley Wagonfeld. "Joint Juice." Harvard Business School Case 803-146, January 2003. (Revised December 2003.)