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The Market for Green Securities
We study green bonds, which are bonds whose proceeds are used for environmentally sensitive purposes. After an overview of the U.S. corporate and municipal green bonds markets, we study pricing and ownership patterns using a simple framework that incorporates assets... View Details
- June 1994
- Case
Green Marketing at Rank Xerox
Xerox Corp. is on the verge of launching a new line of photocopiers made largely from refurbished or recycled parts. In spite of this reclaimed content, the company intends to position the machines as "new." The move is a response to growing environmental pressures in... View Details
Keywords: Product Positioning; Machinery and Machining; Environmental Sustainability; Manufacturing Industry; Consumer Products Industry; Europe
Rayport, Jeffrey F. "Green Marketing at Rank Xerox." Harvard Business School Case 594-047, June 1994.
- January 2022
- Case
Fueling a Cleaner Future: ACWA Power and Green Hydrogen
By: Dennis Yao and Alpana Thapar
In January 2020, Paddy Padmanathan, president and CEO of ACWA Power, was reflecting on the company’s sixteen-year record of success and thinking about its future growth plans. Founded in 2004, ACWA Power was a Saudi Arabian developer, owner, and operator of power and... View Details
Keywords: Green Hydrogen; Energy; Climate Change; Supply Chain; Business Model; Growth and Development Strategy; Green Technology; Projects; Alliances; Environmental Sustainability; Corporate Social Responsibility and Impact; Energy Industry; Saudi Arabia; Middle East; North Africa
Yao, Dennis, and Alpana Thapar. "Fueling a Cleaner Future: ACWA Power and Green Hydrogen." Harvard Business School Case 722-381, January 2022.
- 2022
- Article
The Pricing and Ownership of U.S. Green Bonds
By: Malcolm Baker, Daniel Bergstresser, George Serafeim and Jeffrey Wurgler
We study green bonds, which are bonds whose proceeds are used for environmentally sensitive purposes. After an overview of the U.S. corporate and municipal green bonds markets, we study pricing and ownership patterns using a simple framework that incorporates assets... View Details
Keywords: Green Bond; Pricing; Climate Finance; ESG; SRI; Sustainable; Municipal; Bonds; Environmental Sustainability; Financial Markets; Price; Ownership; United States
Baker, Malcolm, Daniel Bergstresser, George Serafeim, and Jeffrey Wurgler. "The Pricing and Ownership of U.S. Green Bonds." Annual Review of Financial Economics 14 (2022): 415–437.
- 19 Jul 2023
- News
How to Effectively Market Green Products
Daniel W. Green
Daniel Green is an assistant professor of business administration in the Finance Unit. He teaches the Finance II course to MBA students.
Professor Green’s research focuses on corporate finance, capital markets, and financial intermediation. His current... View Details
Jerry R. Green
Jerry R. Green
David A. Wells Professor of Political Economy
John Leverett Professor in the University
Harvard University
Jerry Green is the John Leverett Professor in the University and the David A. Wells... View Details
- Awards
Paul E. Green Award
By: Eva Ascarza
Finalist for the 2017 Paul E. Green Award from the Journal of Marketing Research for “Beyond the Target Customer: Social Effects in CRM campaigns” (June 2017) with Peter Ebbes, Oded Netzer and Matthew Danielson. View Details
- 01 Sep 2011
- News
Green Day
Issue Focus: Business and the Environment Issue Focus The Business and Environment Initiative at HBS The City Solution Water for Life Green Day Related Links HBS Business and Environment Initiative The Untold Story of 'Green'... View Details
- 09 May 2022
- News
Green House
percent higher up-front investment, the lower energy and maintenance costs can offset the expense. And she estimates that larger dwellings can be built for a 0 to 2 percent premium, making them a potential next project for Birchwood Sustainable Development. “The... View Details
- 2017
- Working Paper
Creating the Market for Organic Wine: Sulfites, Certification, and Green Values
By: Geoffrey Jones and Emily Grandjean
This working paper examines the history of organic wine, which provides a case study of failed category creation. The modern organic wine industry emerged during the 1970s in the United States and Western Europe, but it struggled to gain traction compared to other... View Details
Keywords: Product Launch; Failure; Problems and Challenges; Complexity; Governing Rules, Regulations, and Reforms; Agriculture and Agribusiness Industry; Food and Beverage Industry
Jones, Geoffrey, and Emily Grandjean. "Creating the Market for Organic Wine: Sulfites, Certification, and Green Values." Harvard Business School Working Paper, No. 18-048, December 2017.
- 17 Nov 2022
- Blog Post
Creating Emerging Markets Sustainability Series - The Future of Green Building
Creating Emerging Markets Sustainability Series – The Future of Green Building Cover image features Christoph Schiess (left) and Jim Damalas (right). Over the course of the 2022 UN Climate Change Conference... View Details
- 04 Jan 2018
- Working Paper Summaries
Creating the Market for Organic Wine: Sulfites, Certification, and Green Values
- 05 Mar 2020
- News
Green Light
country’s leafy greens are produced in Arizona or California, according to the states' Leafy Green Marketing Agreement, and transportation to New England can take weeks;... View Details
- 07 Sep 2021
- News
Green House
single-family Passive House can require 10 percent to 15 percent higher up-front investment, the lower energy and maintenance costs can offset the expense. And Harper estimates that larger dwellings can be built for a 0 to 2 percent premium. “The biggest View Details
- 06 Jan 2012
- Op-Ed
Where Green Corporate Ratings Fail
protection, and could even leave companies facing accusations of greenwash—a term that describes the deceptive use of green marketing to incorrectly portray a company as environmentally friendly. Even some... View Details
- 15 Jul 2002
- Research & Ideas
Going Green Makes Good Business Sense
emerging global problems with very long timelines and possibly irreversible effects," Reinhardt told the group. Strategies For a Green Business The debate on whether or how business should react has been "polarized and dominated... View Details
Keywords: by Martha Lagace
- 06 Aug 2010
- News
Shaq name means green
- May 2009 (Revised October 2009)
- Case
Verne Global: Building a Green Data Center in Iceland
Verne Global, a pioneering startup created to build the first large-scale data center in Iceland, faces critical challenges regarding its green strategy. Verne Co-Founder Isaac Kato is tasked with evaluating how the company can most successfully market and sell the... View Details
Keywords: Buildings and Facilities; Business Startups; Marketing Strategy; Product Marketing; Sales; Environmental Sustainability; Pollutants; Green Technology Industry; Green Technology Industry; Iceland
Steenburgh, Thomas J., and Nnamdi Daniel Okike. "Verne Global: Building a Green Data Center in Iceland." Harvard Business School Case 509-063, May 2009. (Revised October 2009.)
- July 2011 (Revised April 2012)
- Case
The Clorox Company: Leveraging Green for Growth
By: Elie Ofek and Lauren Barley
The Clorox Company needs to decide on the marketing strategy going forward for its three sustainable brands, Brita, Burt's Bees and Green Works. These brands had fared differently over the past 3 years and each presents multiple courses of action heading into 2011.... View Details
Keywords: Decision Making; Managerial Roles; Brands and Branding; Marketing Strategy; Social Marketing; Corporate Social Responsibility and Impact; Sales; Opportunities; Corporate Strategy; Environmental Sustainability; Chemical Industry; Food and Beverage Industry
Ofek, Elie, and Lauren Barley. "The Clorox Company: Leveraging Green for Growth." Harvard Business School Case 512-009, July 2011. (Revised April 2012.)