Problem: The milk market has been disrupted by upstarts like almond- and soy-based alternatives. Milk sales have fallen for eight consecutive years. Some people have defected to avoid lactose; others, to avoid animal products. While milk can claim greater nutritional value and taste, that didn't keep the country's largest dairy, Dean Foods, from filing for bankruptcy protection. What research is needed to guide a turnaround for milk? If you were the CEO what would you do to improve things?