公司概述 [pic] 隨著時代的變遷和生活節奏的加快使得人們追求營養而便捷的食品﹐而生活方式的改變催生了方便食品的興起。今天我們要介紹的Kellogg Company就是一家具有百年歷史的方便食品生產商。 出生於1860年的Will Keith (W.K.) Kellogg雖然只受過六年的正規教育﹐但是當他意識到美國人的早餐飲食習慣開始從重口味和多脂肪向清淡和更多的穀物類食品轉變時﹐便異常敏銳地抓住了這個機會。1906年他與兄弟John Harvey Kellogg博士一起成為了穀物薄片食品的聯合發明人﹐從此永久性地改變了人們的早餐方式。當時他們發現只使用去殼玉米或玉米甜芯生產的玉米薄片﹐其口感和營養價值更好。於是他們成立了Kellogg Company ﹐開始在密執根的工廠生產這種Kellogg’s Corn Flakes®玉米薄片﹐隨著產品的不斷開發和市場的擴張﹐該公司大大影響了全球的食品行業。 1914年W.K. Kellogg開始進行全球性擴張﹐到1938年公司已經在英國和澳大利亞設立了工廠。1951年W.K. Kellogg過世後﹐Kellogg仍然維持其擴張
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Childhood Obesity Fast food restaurants should be required to provide or offer healthy alternatives for their kid’s meals. Having healthy alternatives for children’s meals would allow them to receive a nutritionally balanced meal even when it is necessary to dine out. Childhood obesity is becoming prevalent in today’s world and society needs to start taking some responsibility; starting with what foods that are offered when having to dine away from the home. Eating habits begin at a very young
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The History of Tomato By Andrey Popov Introduction The term “tomato” refers to the edible fruit or the plant called Solanum lycopersicum that bears it. The scientific species epithet Lycopersicum was given to the tomato by French botanist Tournefort[4]. It translates as “wolfpeach” and possibly comes from German werewolf myths. Those myths said that deadly nightshade was used to call werewolves. Tomato has a similar but much larger fruit which was called “wolfpeach” when it arrived to Europe[5]
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CORPORATE-level STRATEGIES: Creating Value through DIVESIFICATION/ACQUISITIONS What is corporate level strategy? CORPORATE/GRAND STRATEGIES are the master of business strategies which are intended to provide basic direction for strategic action. They are seen as the basis for coordinated and sustained efforts directed towards achieving long-term business objectives. Corporate level strategies specify actions a firm takes to gain competitive advantage by selecting and managing a group of differentiated
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market had undergone yet another shake-up. Pepsi stopped distributing fruit drinks from Ocean Spray and launched its own Fruit Works brand. Other new brands like Nantucket Nectars, a line of 100 percent juice drinks packaged in unique bottles, and Campbell Soup Co.'s V8 Splash, a carrot-based blend of fruit juices targeting younger consumers, were entering the marketed threatened to squeeze out even more market share from Snapple. To breathe life back into Snapple, Traiarc had to invest heavily in new
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International Markets Bureau MARKET INDICATOR REPORT | MAY 2011 Pathfinder Report Global Packaged Confectionery Trends Source: Shutterstock Pathfinder Report Global Packaged Confectionery Trends EXECUTIVE SUMMARY Australasia (Australia and New Zealand) and Western Europe were the two biggest regional confectionery markets in 2010, with Australasia‟s sales increasing by almost 25% over 2009 figures. North America, Asia Pacific and Latin America confectionery markets have also maintained
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C. M E R L E C R A W F O R D STRATEGIES FOR NEW PRODUCT DEVELOPMENT Guidelines for a critical company problem C. Merle Crawford is a faculty m e m b e r at the University o f Michigan. In spite o f much evidence o f its success, many managers hesitate to establish a policy for new product development. Their indecision often arises f r o m two reasons: they fear that a defined strategy may discourage innovation and they are uncertain how to formulate a new product strategy. The author o f
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A CONTEMPORARY AUDITING REAL ISSUES AND CASES Seventh Edition Michael C. Knapp University of Oklahoma ; \ 1% SOUTH-WESTERN CENGAGE Learning- Australia • Brazil • Japan • Korea • Mexico • Singapore • Spain • United Kingdom • United States CONTENTS SECTION 1 Comprehensive Cases 1 Case 1.1 Enron Corporation 3 Arthur Edward Andersen established a simple motto that he required his subordinates and clients to invoke: "Think straight, talk straight." For decades, that motto sewed Arthur Andersen
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Consensual Relationship Agreements Case Study Leadership and Organizational, Bus 520 2012_April_22 Argue for the use of Consensual Relationship Agreements (CRA) in your current (or future) workplace. Organizational culture reflects the shared and learned values, beliefs, and attitudes of their employees. In reality, organizational culture is the personality of the organization—which sometimes is difficult to fully express in words. This is the norm for most employees in the organization,
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Brand is the "name, term, design, symbol, or any other feature that identifies one seller's product distinct from those of other sellers."[1] Brands are used in business, marketing, and advertising. Initially, livestock branding was adopted to differentiate one person's cattle from another's by means of a distinctive symbol burned into the animal's skin with a hot branding iron. A modern example of a brand is Coca Cola which belongs to the Coca-Cola Company. In accounting, a brand defined as an intangible
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