Growth strategy

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…

July 2020

Haier in 2014: An entrepreneurial juggernaut facing a world of platforms and ecosystems

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…

June 2020

Zensar Technologies

By Julian Birkinshaw, Tanvi Deshpande

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 2019

Jack Ma at Alibaba: Building a Learning Organisation

By Herminia Ibarra, Jessica Spungin

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…

April 2019

Clarasys: Born Agile by Taking Groups Seriously

By Randall Peterson

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…

January 2020

Sofar Sounds: Charting the next stage of growth

By Julian Birkinshaw, David Mather, Bryan Stroube, Aharon Cohen Moliver

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 2011

Simon Cohen (D) Epilogue

By John Mullins, Darice Gubbins, John Walker

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 2011

Simon Cohen (C)

By John Mullins, Darice Gubbins, John Walker

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 2011

Simon Cohen (B)

By John Mullins, Darice Gubbins, John Walker

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 2011

Simon Cohen (A)

By John Mullins, Darice Gubbins, John Walker

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…