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.
Spry Chewing Gum: Blowing Bubbles in a Competitive Market
by: John Branch
Core Disciplines: Entrepreneurship & Innovation, Leadership/Organizational Behavior, Strategy & Management
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