小产品,大买卖:久久丫连锁的发展历程(A)

Translated title of the contribution: Small Snack, Big Business: The Story of Jiujiuya (A)

S. Ramakrishna Velamuri (First Author), Hua Zhang (Participant Author), Xin Fu (Participant Author)

Research output: Other contributionCase Studies

Abstract

Jiujiuya cases document the story of Gu Qing’s venture, founded in 2002 in Shanghai, to produce and market a popular Chinese snack – stewed duck’s neck. Jiujiuya faced the typical difficulties of start-ups: revenues that were far lower than forecast and rapidly dwindling cash reserves. Gu Qing faced the difficult question of what to do to turn the business around. The case touches upon three issues: 1) evaluating business opportunities; 2) understanding the intricacies of a business model; and 3) modalities of scaling retail outlets. The case is split into three parts – A, B and C – with each one allowing the instructor to illustrate different aspects of the feasibility of the business.
Translated title of the contributionSmall Snack, Big Business: The Story of Jiujiuya (A)
Original languageChinese (Simplified)
Number of pages4
Publication statusPublished - 1 Jan 2003

Case number

ENT-14-086

Case normative number

ENT-14-086-CC

Case type

现场案例

Update date

2016-06-23

Published by

中欧国际工商学院

Keywords

  • 创业
  • 融资
  • 连锁经营
  • 零售
  • 餐饮行业

Case studies discipline

  • Entrepreneurship

Case studies industry

  • Accommodation & Food Services
  • Retail Trade

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