Details

Autor(en) / Beteiligte

• Gray, Patricia B

Titel

76 Jones Soda

Ist Teil von

• FSB : fortune small business, 2008-07, Vol.18 (6), p.88

Ort / Verlag

New York: Time Incorporated

Erscheinungsjahr

2008

Quelle

EBSCOhost Business Source Ultimate

Beschreibungen/Notizen

• Brash and unpredictable, the Jones Soda's founder and former CEO, Peter van Stolk, built a cult following over the past decade, in part by positioning Jones as the anti-Coke. The strategy worked--for a while. But now, following a disastrous expansion plan that resulted in a net loss of $11.6 million last year, the firm is striving to master Business 101. Van Stolk, who stepped down as CEO in December 2007, instinctively knew his niche: teens eager to define their own brands. But he was less savvy when it came to more mundane matters such as production, distribution, and finance. In many ways the opposite of his predecessor, Stephen Jones says his top priority is to build a solid corporate infrastructure for the soda maker.