Robert’s American gourmet snack foods producedherbal-based snacks such as Spirulina Spirals andSt. John’s Wort Tortilla Chips, and now makesPirate’s Booty baked snacks. According to thecompany president, “We’re selling like crazy.We don’t do research. We react as sort of akarma thing.”25 How would you explain thefirm’s success? What are the advantages andrisks of this approach?

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