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…