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Red Bull (Abridged)
Farris, Paul W.; Shames, Ervin R.; Johnson, Richard R.; Mitchell, JordanCase DARDEN-M-0849-EMarketingThis case (an abridged version of UVA-M-0663) describes the history of the Red Bull brand and how the company stimulated and harnessed word of mouth to build a new product category (functional energy drinks) and brand franchise. The case concludes by asking the reader to consider where Red Bull will take its brand, product line, and marketing next, in light of many competitive challenges in the United States. The case was written to foster discus...Starting at €8.20
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Silk Soy Milk (A)
Farris, Paul W.; Shames, Ervin R.; Wasden, MichaelCase DARDEN-M-0771-EMarketingThe Silk soy milk brand evolves from a single homemade product to a regional and then national brand, facing challenges along the way such as investment influx, acquisition, and competition from new entrants into the very market it created. Silk's marketing angles at various growth stages are discussed, and students consider whether the company should expand its presence or develop new categories, as well as how its efforts could best realize gro...Starting at €8.20
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How Apple Is Organized for Innovation
Podolny, Joel M.; Hansen, Morten T.Article HBS-R2006F-ELeadership and People ManagementWhen Steve Jobs returned to Apple, in 1997, it had a conventional structure for a company of its size and scope. It was divided into business units, each with its own P&L responsibilities. Believing that conventional management had stifled innovation, JobStarting at €8.20
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Red Bull (A)
Farris, Paul W.; Shames, Ervin R.; Johnson, Richard R.; Mitchell, JordanCase DARDEN-M-0663-EMarketingThis case describes the history of the Red Bull brand and how the company stimulated and harnessed word-of-mouth to build a new product category (functional energy drinks) and brand franchise. The case concludes by asking the reader to consider how Red Bull should react to competitive challenges in the United States. The case was written to foster discussion of nontraditional brand-building strategies and the growing globalization of brands and p...Starting at €8.20
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The Buck Stops (and Starts) at Business School
Podolny, Joel M.Article HBS-R0906G-EPeople in America have come to believe that business schools are harmful to society, fostering in their graduates behavior that is self-interested, unethical, and sometimes even illegal. Many are convinced that managers are simply incapable of self-regulation and have called for laws to govern executive compensation and corporate financial reporting. Sure, legislation is cumbersome, but the consequences of self-governance are apparently even wors...Starting at €8.20
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La responsabilidad comienza y termina en las escuelas de negocios
Podolny, Joel M.Article HBS-R0906GKnowledge and CommunicationLas personas en Estados Unidos han llegado a creer que las escuelas de negocios son perjudiciales para la sociedad, fomentando en su comportamiento graduados que se auto-interesada, poco ético, ya veces incluso ilegales. Muchos están convencidos de que los gerentes son simplemente incapaces de auto-regulación y han llamado a las leyes que rigen la compensación ejecutiva y la información financiera corporativa. Sin duda, la legislación es engorros...Starting at €8.20
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Revisiting the Meaning of Leadership
Podolny, Joel M.; Khurana, Rakesh; Besharov, MaryaBook Chapter HBS-6123BC-ELeadership and People ManagementThe authors of this chapter contend that the study of leadership in organizational theory went awry when interest in leadership became too tightly coupled with organizational performance. Leading organizational theorists in the latter part of the twentieth century, such as Max Weber, Chester Barnard, and Philip Selznick, were not concerned with leadership because of its ability to explain financial performance. Instead, they were concerned with l...Starting at €8.20