Page 1: Introduction
Enterprising businesses must be able to re-invent themselves and their products. This is because consumer expectations change over time and other elements of the general business environment also alter.
A successful, enterprising business knows when and how best to change in order to please its customers.
This case study focuses on one of the UK's leading savoury snacks, Phileas Fogg. The study analyses how United Biscuits (UB) reinvented Phileas Fogg.