Joseph P. Milazzo November 11, 1999 Gardenburger Case Analysis Marketing 6000 Executive Summary Gardenburger Incorporated is the leading developer, producer and marketer of meat-substitute burgers in the United States. This company was founded in 1985 in response to the public's growing interes...

Introduction Quality in general, and service quality in particular, is a difficult construct to explicate and measure (Monroe and Krishnan, 1983). Evaluation of service quality becomes difficult owing to three characteristics that are inherent in services - intangibility, heterogeneity, and inse...