Authors: Robert C. Moussetis; George Nakos; Thomas D. Cavenagh
Addresses: North Central College, Naperville, IL 60540, USA ' Clayton State University, Morrow, Georgia, 30260, USA ' North Central College, Naperville, IL 60540, USA
Abstract: This case discusses the entrepreneurial activities that a small Greek olive oil producer employed to enter the growing US market. In recent years, the market for olive oil in the USA has increased in size and range of products. Market opportunities have lured a large number of companies to compete in different segments of the market. NIPELIA FAMILY, a small company, is attempting to establish a presence in the high-end quality segment of Greek and international markets. The major challenge that the company is facing is how to effectively reach US consumers willing to pay a premium price for a high-quality olive oil and create moderate economies of scale. The case also discusses the option of incorporating as a low-profit limited liability company ('L3C').
Keywords: international small firm entry; olive oil market; low-profit limited liability company; L3C.
International Journal of Teaching and Case Studies, 2022 Vol.13 No.1, pp.1 - 14
Received: 19 Nov 2021
Accepted: 24 Dec 2021
Published online: 18 May 2022 *