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Four Visions’ Plant Medicines: Overcoming Western Cultural Challenges Through Disruptive Marketing

Dennis Paris, Jennifer Sundstrom-Fitzgerald, Sheri Lambert, Denise Donaghue, null

商品編號:W41813
出版日期:2025/03/31
再版日期:
商品來源:
商品主題:General Management/Strategy; Marketing
商品類型:Case (Field)
涵蓋議題:brand;strategy;culture;digital
難易度:4 - Undergraduate/MBA
內容長度:20 頁
地域:Colombia; United States
產業:
事件年度:2023

The mission of Four Visions Market LLC (Four Visions) to globalize plant medicine was facing a financial plateau. Seeking a new growth trajectory for the company, founder Mariah Gannessa partnered with Nicole Bezinski, CEO of NPB Consulting, to revitalize the brand. With 13 years of experience living among Indigenous communities in South America, Gannessa had gained first-hand insights into the healing power of plant medicine, forging deep connections with tribal elders. Through ethical sourcing and fair trade practices, she sought to bring their remedies from the rainforest to Western markets to benefit global healing. But to overcome the challenges of Western medical practices, deep-pocketed marketing, and culturally ingrained consumer behaviours, Gannessa and Bezinski sought to develop disruptive marketing strategies and position Four Visions for exponential growth.

教學手冊:Four Visions’ Plant Medicines: Overcoming Western Cultural Challenges Through Disruptive Marketing – Teaching Note
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