Green Monday: Flexitarianism, Innovation, and Endorsement
商品編號：W27823
出版日期：2022/11/07
再版日期：
商品來源：
商品主題：International Business; Marketing
商品類型：Case (Field)
涵蓋議題：global marketing;product;promotion
難易度：4 - Undergraduate/MBA
內容長度：18 頁
地域：Hong Kong
產業：Accommodation & Food Services
事件年度：2021
The Green Monday Group was co-founded in 2012 by Hong Kong entrepreneur David Yeung. Capitalizing on the developing global sustainability movement and the market opportunity from growth in flexitarianism, Yeung acquired a research and development company to innovate a plant-based pig meat product, OmniPork. Through product innovation, global distribution, and celebrity endorsement, Yeung was determined to bring OmniPork to global markets. He announced in 2020 that Green Monday Holdings had raised US$70 million of equity investment, the largest funding of its kind in Asia. In 2021, the question left was how those funds could be used to expand flexitarianism globally and capture new consumers of OmniPork.
教學手冊：Green Monday: Flexitarianism, Innovation, and Endorsement - Teaching Note
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