By Diane Swenson, staff
July 10, 2026
Jose Cerecedo Lopez, assistant professor of management, co-authored a case study examining growth, identity and strategy within a values-driven Mexican mezcal company.
Jose Cerecedo Lopez, assistant professor of management in the Martha and Spencer Love School of Business, co-authored a new Harvard Business School case study that brings students into a strategic decision facing a Mexican hospitality and artisanal mezcal group.
The case, “Artisanal Mezcal: Los Danzantes and Alipús at a Crossroads,” focuses on Grupo Los Danzantes as the company considers whether to launch a lower-cost mezcal line to remain competitive in an increasingly crowded global spirits market.
The proposed line, Encantado, could help the company reach broader international audiences and respond to distributor needs. But the move also raises questions about whether expansion could weaken the brand’s artisanal identity, cultural mission and long-standing relationships with producers.
The case asks students to weigh the strategic, operational and cultural trade-offs of growth within a mission-centered organization. Students must consider whether Destileria Los Danzantes should pursue category expansion or preserve its differentiated identity amid industry pressures.
The case was published by Harvard Business School through Harvard Business Publishing with co-authors James Riley and David G. Fubini at Harvard Business School and Bernal Cortes.
Harvard Business Publishing case studies are used by business educators to bring real-world decision-making into undergraduate, MBA and executive education programs.
Cerecedo Lopez joined Elon University in Fall 2024. Lopez’s teaching and research focus on organizational theory, entrepreneurship and strategy, with particular interest in how individuals make decisions under uncertainty.
Academics & Research
Love School of Business Management & Entrepreneurship
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Jose Cerecedo Lopez
Assistant Professor of Management
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