Green Marketing - Publications - Faculty & Research

01 Feb 2019
HBS Seminar

Richard B. Freeman, Harvard University

02 Apr 2008
Research & Ideas

Four Companies that Conquered America

company does not have a strong presence in the USA.” 3. ING. The Dutch bank converted its weakness (no retail branches in the U.S.) into a strength. Following a successful Canadian market test, ING gave its entrepreneurial general manager... View Details

Keywords: by John Quelch

March 2011 (Revised February 2014)
Case

Cree, Inc.: Which Bright Future?

By: David J. Collis, Mary Furey and Matthew Shaffer

After its founding in the late 1980s, Cree Inc. quickly grew into a major player in the emerging LED market. By 2007, technological improvements in LEDs had made them suitable for TV, computer, and mobile "backlighting"; and concerns over global warning led to calls to... View Details

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March 2006 (Revised April 2009)
Case

Tecsis: A Global Cleantech Venture Based in Brazil

Bento Koike, founder and CEO of Tecsis Ltda., is facing a number of important decisions. With ups and downs typical of self-funded start-ups, Tecsis has grown to about 1,500 people and over $50 million in revenues with one major customer. Tecsis, located in Brazil, is... View Details

Keywords: Globalized Firms and Management; Cost vs Benefits; Diversification; Emerging Markets; Entrepreneurship; Environmental Sustainability; Volatility; Green Technology Industry; Brazil; United States

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November 2009 (Revised April 2010)
Case

Rose Smart Growth Investment Fund

By: Arthur I Segel and Justin Seth Ginsburgh

The Jonathan Rose Companies must decide how to design and launch an innovative new real estate fund focused on green and transit oriented properties. JRC seeks to show through the fund that smart growth and green buildings provide superior economic returns to sprawl... View Details

Keywords: Property; Buildings and Facilities; Transition; Financing and Loans; Investment Funds; Investment; Marketing; Energy Conservation; Business Strategy; Growth and Development Strategy; Environmental Sustainability; Finance; Real Estate Industry

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July 1993 (Revised September 1995)
Supplement

Block 16: Environmental Groups' Perspectives

By: Malcolm S. Salter and Susan E.A. Hall

Supplements Block 16: Conoco's Green Oil Strategy (A). Provides the environmental groups' perspective on Conoco's Ecuadorian strategy. Designed to be distributed to students who will be playing the role of Ecuadorian environmentalists. View Details

Keywords: Resource Allocation; Marketing Strategy; Natural Environment; Environmental Sustainability; Perspective; Corporate Strategy

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Gunnar Trumbull is the Phillip Caldwell Professor of Business Administration at Harvard Business School.

Professor Trumbull’s primary area of expertise in political economy, with a focus on climate change. His current research and teaching focuses on... View Details

Keywords: agribusiness; consumer products; credit card; financial services; food; food processing; grocery; microfinance; retail financial services; retailing

Research Summary

Choice, Rationality and Welfare Measurement

By: Jerry R. Green

For the past century, economists have used the hypothesis that individual choice is based on rationality in their calculations of individual and collective welfare. The central ideas are that actual market choice reveal underlying preferences, and with a good set of... View Details

May 2010
Supplement

Tremblant Capital Group Exhibits (CW)

By: Robin Greenwood

Brett Barakett, CEO and founder of Tremblant Capital Group, a New York-based hedge fund, must decide what to do with his fund's position in Green Mountain Coffee Roasters, which has dropped in value by more than 40 percent in recent months. Tremblant is a hedge fund... View Details

Keywords: Transformation; Decisions; Forecasting and Prediction; Cash Flow; Cost of Capital; Stocks; Investment Funds; Consumer Behavior; Business Strategy; Competitive Advantage; New York (state, US)

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July 1993 (Revised September 1995)
Supplement

Block 16: Ecuadorian Government's Perspective

By: Malcolm S. Salter and Susan E.A. Hall

Supplements Block 16: Conoco's Green Oil Strategy (A). Provides the government perspective on Conoco's Ecuadorian strategy. Designed to be distributed to students who will be playing the role of Ecuadorian government officials. View Details

Keywords: Policy; Business or Company Management; Resource Allocation; Marketing Strategy; Natural Environment; Environmental Sustainability; Perspective; Corporate Strategy

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21 Nov 2019
Blog Post

The Power of Business in the Energy Transition

How do countries and companies work to achieve their carbon reduction goals? Is a Green New Deal necessary to transform the United States economy? These were just a few of the questions driving discussions at the 16th annual Symposium... View Details

Keywords: Manufacturing; Energy / Cleantech

30 Jan 2024
Cold Call Podcast

Can Second-Generation Ethanol Production Help Decarbonize the World?

Keywords: Re: Gunnar Trumbull; Energy

2022
Case

Mandalay Homes: Building Sustainable Innovation in Residential Construction

By: Andrew J. Hoffman

Mandalay Homes, a home builder based in northern Arizona, is a market leader in energy efficiency based construction. The company is now at a crossroads for developing a strategy for the future. Internal leadership is in agreement that quality is better than quantity... View Details

Keywords: Green Building; Renewable Energy; Environmental Sustainability; Business Strategy; Construction Industry

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9 AM – 10 AM EDT, 19 Oct 2017
Webinars: Trending@HBS

Innovative Finance for the Common Good

Whether it's a vaccine or green bond, drought insurance, pay-as-you-go financing for solar electricity in Kenya, or discounted metro cards in New York, innovative finance is as much about incentives and sound decision making as it is about money; when it works,... View Details

September 2003 (Revised May 2006)
Case

Eyeblaster: Enabling the Next Generation of Online Advertising

By: Elie Ofek

Eyeblaster management has to decide on the best course of action to sustain its momentum from enabling online rich media advertising. Pressure from competitors is forcing the company to re-evaluate its previous marketing strategy that focused primarily on getting... View Details

Keywords: Business Model; Marketing Strategy; Market Entry and Exit; Performance Evaluation; Digital Marketing; Growth and Development Strategy

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March 2022
Article

Carbon Footprinting and Pricing under Climate Concerns

By: Marco Bertini, Stefan Buehler, Daniel Halbheer and Don Lehmann

This article studies how organizations should design a product by choosing the carbon footprint and price in a market with climate concerns. The authors first show how the cost and demand effects of reducing the product carbon footprint determine the profit-maximizing... View Details

Keywords: Carbon Footprint; Carbon Offsetting; Climate Impact; Net-zero Emissions; Pricing; Climate Change; Product Design; Price; Environmental Sustainability; Marketing

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November 1998 (Revised June 2001)
Case

Global Beer

Two young American entrepreneurs working in Japan have rapidly established an importing business to take advantage of new regulations permitting microbrewers and brewpubs. Options for further growth include an international brewpub franchise, alliances with Japanese... View Details

Keywords: Trade; Problems and Challenges; Business Startups; Globalized Markets and Industries; Food and Beverage Industry; Japan; United States

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03 May 2016
First Look

First Look, May 3, 2016

the results provide new evidence of the impact of rank and file employees on firms' financial reporting choices. Publisher's link: https://www.hbs.edu/faculty/Pages/item.aspx?num=49026 forthcoming Strategy Beyond Markets Navigating Natural... View Details

Keywords: Sean Silverthorne

2017
Working Paper

The Need for Speed: Effects of Uncertainty Reduction in Patenting

By: Mike Horia Teodorescu

Patents are essential in commerce to establish property rights for ideas and to give equal protection to firms that develop new technologies. Young firms especially depend on the protection of intellectual property to bring a product from concept to market. However,... View Details

Keywords: Startups; Natural Language Processing; Machine Learning; Patents; Business Startups; Risk and Uncertainty; Outcome or Result; Green Technology Industry

Citation

February 2010 (Revised November 2013)
Case

Living PlanIT

By: Robert G. Eccles, Amy C. Edmondson, Susan Thyne and Tiona Zuzul

Living PlanIT is a start-up company that has developed a new, innovative business model for sustainable urbanization. This model reflects the software and technology backgrounds of its founders, Steve Lewis and Malcolm Hutchinson, and is in vivid contrast to other... View Details