Publications
Publications
- November 2023
- HBS Case Collection
Swanson Health: Becoming a Super Seller
By: William R. Kerr, Daniel O'Connor and Paige Boehmcke
Abstract
Founded in 1969, Swanson Health sold vitamins, supplements, natural health products, and organic foods. Over the years, the company had successfully navigated multiple industry transitions as it expanded from a print catalog to sell products on its own direct-to-consumer website, third-party marketplaces, and international distributors. By 2023, the company was exploring additional sales channels (e.g., social media, retail) to meet its future growth objectives and keep pace with consumers. How should it prioritize channels? And how could Swanson Health profitably grow in the face of rising inflation, higher interest rates, labor shortages, and other concerning factors?
Keywords
Sales; Transition; Growth Management; Distribution Channels; Organizational Change and Adaptation; Health Industry; Consumer Products Industry; United States
Citation
Kerr, William R., Daniel O'Connor, and Paige Boehmcke. "Swanson Health: Becoming a Super Seller." Harvard Business School Case 824-093, November 2023.