ABSTRACT
This case study examines the Chios Mastiha Growers Association (CMGA, or the Association), which exemplifies best practices in transforming from a regional, product-oriented agricultural cooperative to a global, market-oriented food company. Mastiha is a unique gum product that has attracted scientific interest because of its health benefits. However, the Association has accumulated liabilities over the years owing to some common management malpractices and lack of appropriate brand management. A turning point in the history of the Association was the establishment of an affiliated retailing company, called Mediterra S.A., in 2000. Although the Association owns the majority of Mediterra S.A. capital, an independent management team created a new vision and strategy. Several key success factors combined to create a successful case for building a strong 308brand image and accumulating above-average growth rates. Key success factors include top management support, leadership and strong social cohesiveness among producers and supply chain management. Critical success factors are not discussed separately but in conjunction with the process of transformation from a production orientation to a marketing orientation.
