Resumen

GUDZIOL, JUAN ANTONIO et al. Trading industrial grade wheat flour on the Atlantic coast. estud.gerenc. [online]. 2007, vol.23, n.105, pp.95-104. ISSN 0123-5923.

This case study illustrates the decision that a Colombian company is faced with in venturing into a large potential market, on which it has a virtually non-existent market share. It provides an analysis of the company, market, and environment conditions as an initial step to make a decision that might call for a dramatic change in the commercial, logistic, and manufacturing operations of a company.

Palabras clave : Wheat Flour; Atlantic Coast; Project; New Markets.

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