International

September 2022

Red Bull Spreads its Wiiings

By Nader Tavassoli

Thirty-five years after its founding, the Red Bull energy drinks business continued to show strong growth globally. Over the years, the company had expanded its product line with different variants, such as sugar-free and flavoured Editions. More recently, the company had launched a sub-branded The ...

October 2022

Building an organisation for the ecosystem era: Weighing up the Recipe of Haier’s Internet of Food

By Michael Jacobides, Tom Albrighton, Monwei Chou, Lisa Duke, Dalbert Ma, Aryan Mittal

Ecosystems offer a new way to bring multiple firms together in order to deliver new value propositions. By working together, the hub firm and its complementors can create innovative ‘product plus service’ bundles that span traditionally separate industries to offer an experience that simply wasn...

October 2022

From Products to Experience Ecosystems: Haier’s Internet of Food

By Michael Jacobides, Lisa Duke, Dalbert Ma, Aryan Mittal

Haier had come a long way since Zhang Ruimin took it over as a failing Chinese Collective-Owned Enterprise in 1984. Since then, he’d been able to transform it into one of the world’s leading appliance manufacturers, known for quality and innovation. Haier was also noted for its bold geographical...

October 2020

Brand Value and Valuation – Technical Note (Spanish)

By Nader Tavassoli

Brand valuation is the process of estimating the financial value of a brand. The valuation of brands as intangible assets emerged in the 1980s, when brands were first capitalized on post-M&A balance sheets. Brands are also valued for non-reporting purposes...

March 2022

Marin Alsop: Dream job or nightmare – Compact Case

By Carrie J. Fletcher, Randall Peterson, Vyla Rollins

This case study follows the career of world-renowned orchestra conductor Marin Alsop. As a gay woman in a blatantly male-dominated (and often sexist) field, Alsop faced significant challenges in her rise to the top of the profession. At virtually every turning point on her unconventional path, Alsop...

March 2022

Marin Alsop: Showing them success – Compact Case

By Carrie J. Fletcher, Randall Peterson, Vyla Rollins

This case study follows the career of world-renowned orchestra conductor Marin Alsop. As a gay woman in a blatantly male-dominated (and often sexist) field, Alsop faced significant challenges in her rise to the top of the profession. At virtually every turning point on her unconventional path, Alsop...

March 2022

Marin Alsop: A study in inclusive leadership – Compact Case

By Carrie J. Fletcher, Randall Peterson, Aneeta Rattan

This case study follows the career of world-renowned orchestra conductor Marin Alsop. As a gay woman in a blatantly male-dominated (and often sexist) field, Alsop faced significant challenges in her rise to the top of the profession. At virtually every turning point on her unconventional path, Alsop...

September 2021

The fall of Greensill and the future of supply chain finance

By S. Alex Yang, Lisa Duke

In March 2021, Greensill Capital, the UK-based leading supply chain financing provider, with 16 offices across the world, filed for insolvency; its Germany-based bank closed by regulators. Less than two years earlier, Greensill had received a $1.5 billion investment from SoftBank’s Vision Fund, va...

August 2021

Natura &Co: Sustainability at Scale

By Stefano Turconi, Pranjal Singh, Rui Wang

Established in 1969 as a cosmetics lab in the city of São Paulo, Natura grew briskly over the ensuing decades and by 2004 it had become Brazil’s largest beauty company. Unlike its competitors, Natura was built on the principle of reconciling socioecological sustainability with value creation. Dur...

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 tactics, decentralised distribution and sponsorship of extreme sports and pop culture ev...