Spry Chewing Gum: Blowing Bubbles in a Competitive Market

by: John Branch

Publication Date: December 7, 2015
Length: 2 pages
Product ID#: 1-430-470

Core Disciplines: Entrepreneurship & Innovation, Leadership/Organizational Behavior, Strategy & Management

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Description

Containing the key ingredient, xylitol, Spry® Chewing Gum creates an unwelcome environment for the bacteria that cause tooth decay and other oral problems. Clinical studies have shown repeatedly that chewing gum sweetened with xylitol produces dental benefits. The company, however, must find a way to compete with the likes of Cadbury and Wrigley’s, which together account for more than 60% of the global chewing gum market.

Teaching Objectives

After reading and discussing the material, students should:

  • Apply critical concepts to define a solution to the case.
  • Critically analyze and discuss other responses and solutions to the case.
  • Draw lessons from the case analysis.
  • Generalize the case's teachings to other business challenges and decisions in organizations other than the one analyzed in this case study.
  • Demonstrate leadership and scholarship in analysis.