Jens Weinmann, Martin Kupp, Hans Ruediger Lange
ESMT - European School of Management & Technology (ES1871-PDF-ENG)
May 19, 2020
The case “Wild grasses grow to dominate structural change in Lusatia” describes how entrepreneur Christina Grätzz taps into a niche in her home region of Lusatia in eastern Germany to grow landscapes in post-mining areas. After building a thriving B2B business in wild herbs, she is exploring the possibility of entering the B2C market with a new division. After several iterations and changes, she and her partners established an online platform for the direct sale of web-based organic herbal salts. However, the startup may have performed poorly due to lack of experience in online B2B marketing strategy.
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