• Why has Innocent Drinks succeeded?
  • What specific resources/activities/attributes did the company build or conduct to take advantage of the opportunities in the market? At what cost were these resources/activities built or conducted?
  • Should Innocent expand its geographic territory to Europe or the U.S., or should they extend their current product line or some combination of those?  Be specific and tell me why.
  • How would you value Innocent Drinks at the time of the case (specific numbers)?  Should the company consider a purchase offer at this time?  If so, what would the minimum terms be?
  • Should Richard Reed, Jon Wright, and Adam Balon consider altering their management structure?  Why or why not?


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