International

September 2005

Red Bull: The anti-brand brand

By Nader Tavassoli, Nirmalya Kumar, Sophie Linguri

In 2004, Red Bull found itself at a crossroad, challenged with defending its 70% worldwide market share of the €2.5 billion energy drinks category that it had pioneered. Through a combination of buzz marketing…

September 2021

Treeapp: Plant a tree for free, every day

By Ioannis Ioannou

In 2004, Red Bull found itself at a crossroad, challenged with defending its 70% worldwide market share of the €2.5 billion energy drinks category that it had pioneered. Through a combination of buzz marketing…

July 2021

The ‘Funding Buffet’: Understanding the sources of capital to finance your venture – Technical Note

By Luisa Alemany, Gary Dushnitsky

In 2004, Red Bull found itself at a crossroad, challenged with defending its 70% worldwide market share of the €2.5 billion energy drinks category that it had pioneered. Through a combination of buzz marketing…

February 2021

Finance for Entrepreneurial Companies: Financing Instruments – Technical Note

By John Mullins, Robert M Johnson, Steve Pesenti

In 2004, Red Bull found itself at a crossroad, challenged with defending its 70% worldwide market share of the €2.5 billion energy drinks category that it had pioneered. Through a combination of buzz marketing…

November 2020

Protean Electric: Innovation upon innovation

By David Arnold

In 2004, Red Bull found itself at a crossroad, challenged with defending its 70% worldwide market share of the €2.5 billion energy drinks category that it had pioneered. Through a combination of buzz marketing…

October 2020

The Marketing Process – Background Note

By Nader Tavassoli

In 2004, Red Bull found itself at a crossroad, challenged with defending its 70% worldwide market share of the €2.5 billion energy drinks category that it had pioneered. Through a combination of buzz marketing…

October 2020

Brand Value and Valuation – Technical Note

By Nader Tavassoli

In 2004, Red Bull found itself at a crossroad, challenged with defending its 70% worldwide market share of the €2.5 billion energy drinks category that it had pioneered. Through a combination of buzz marketing…

October 2020

The World Trade Organization and Tobacco Plain Packaging: Is Packaging Adverting and Does It Influence Consumption?

By Nader Tavassoli

In 2004, Red Bull found itself at a crossroad, challenged with defending its 70% worldwide market share of the €2.5 billion energy drinks category that it had pioneered. Through a combination of buzz marketing…

October 2020

Reinventing performance management at Allen & Overy

By Herminia Ibarra, Carrie J. Fletcher

In 2004, Red Bull found itself at a crossroad, challenged with defending its 70% worldwide market share of the €2.5 billion energy drinks category that it had pioneered. Through a combination of buzz marketing…

July 2020

Haier’s (2019) ecosystem revolution: From Rendanheyi 2.0 to Rendanheyi 3.0

By Michael Jacobides, Lisa Duke

In 2004, Red Bull found itself at a crossroad, challenged with defending its 70% worldwide market share of the €2.5 billion energy drinks category that it had pioneered. Through a combination of buzz marketing…