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June 1994
Case

Green Marketing at Rank Xerox

By: Jeffrey F. Rayport

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

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

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

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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

04 Jan 2018
Working Paper Summaries

Creating the Market for Organic Wine: Sulfites, Certification, and Green Values

Keywords: by Geoffrey Jones and Emily Grandjean; Food & Beverage

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

Keywords: by Michael Toffel & Auden Schendler; Information; Publishing

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

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

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

16 Feb 2021
Research & Ideas

To Fight Climate Change, Should Green Investors Reconsider Big Oil?

measure it." Given the market forces favoring green technology, Cohen doubts that companies are shelving valuable, blockbuster inventions. He and his colleagues hope that by finding out whether these... View Details

Keywords: by Kristen Senz; Energy

February 2011
Exercise

Carbon Trading Simulation: Green Cement Inc.

By: Peter A. Coles

This simulation presents students the opportunity to experience firsthand the economics of carbon markets and permit trading. Each student has private role information about a company he or she manages. The student must make decisions about pollution-reducing... View Details

Keywords: Ethics; Investment; Markets; Agreements and Arrangements; Production; Corporate Social Responsibility and Impact; Business and Government Relations; Environmental Sustainability; Pollutants

July 8, 2013
Column

Greening Is Not Enough: 4 Steps to Corporate Leadership on Climate Change

By: Michael W. Toffel and Auden Schendler

Environmental sustainability usually means greening operations and products, but that's not nearly enough to stop climate change. Corporate leadership on climate change also requires urging action by governments, trade associations, and suppliers — and marketing these... View Details

Keywords: Leadership; Climate Change; Environmental Sustainability

March 2014
Case

Jurlique: Globalizing Beauty from Nature and Science

By: Geoffrey Jones and Andrew Spadafora

Considers the marketing and strategic challenges faced by natural beauty brands using the case of Australian-based Jurlique, which was acquired by Pola of Japan in 2011. The case opens two years later in July 2013 when Sam McKay, the chief executive officer, on a visit... View Details

Keywords: Australia; China; Environmental Strategies; Green Business; Marketing; Entrepreneurship; Globalization; Beauty and Cosmetics Industry; China; Australia; United States

December 2008 (Revised October 2009)
Case

Alliance for a Green Revolution in Africa (AGRA)

By: David E. Bell and Brian Matthew Milder

In 2006, the Bill and Melinda Gates Foundation and the Rockefeller Foundation joined together to form a new organization, AGRA, to tackle the historic challenge of increasing agricultural production in Africa. Launched with much fanfare and led by former U.N.... View Details

Keywords: Developing Countries and Economies; Investment Funds; Food; Philanthropy and Charitable Giving; Business and Government Relations; Non-Governmental Organizations; Poverty; Agriculture and Agribusiness Industry; Africa

April 2008 (Revised October 2008)
Case

TD Canada Trust (A): The Green and the Red

By: Dennis Campbell and Brent Kazan

The case series illustrates the role of performance measurement and analytics in translating TD-Canada Trust's service model of "comfortable banking" into operational terms. In 2000, in a banking market where consumers and regulators were typically hostile to mergers... View Details

Keywords: Mergers and Acquisitions; Customer Focus and Relationships; Customer Satisfaction; Commercial Banking; Profit; Balanced Scorecard; Organizational Change and Adaptation; Banking Industry; Canada

July–August 2012
Article

The Growth Opportunity That Lies Next Door

This article uses the case of Natura, the largest Brazilian beauty company and one of the world's top twenty beauty companies, to explore how the logic of globalization is changing for corporations from emerging countries as growth opportunities in those countries... View Details

Keywords: Brazil; Marketing; Green Marketing; Environment; Globalization; Developing Countries and Economies; Geographic Location; Growth and Development Strategy; Beauty and Cosmetics Industry; Latin America; Europe

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2017
Working Paper

Business and Green Knowledge Production in Sweden 1960s–1980s

By: Ann-Kristin Bergquist and Kristina Söderholm

This working paper contributes to the burgeoning historical literature that has transformed our understanding about the relationship between big business and the environmental regulation. Previously, it was believed that corporate managers resisted the extra costs... View Details

Keywords: Environmental Sustainability; Governing Rules, Regulations, and Reforms; Business and Government Relations; Research and Development; History; Sweden

September 2019
Case

Clean Energy for the Future

By: Richard H.K. Vietor and Howaida Kamel

This is an industry note on renewable energy – wind, solar, governmental incentives and storage. It covers the recent history of both the wind and solar industries, an extensive look at governmental policies in the United States, including the Green New Deal, and... View Details

Keywords: Green New Deal; Renewable Energy; Energy Policy; Industry Growth; Supply and Industry; Price; Motivation and Incentives; Green Technology Industry; Green Technology Industry; United States

08 Apr 2011
Research & Ideas

Will the Japan Disaster Remake the Landscape for Green Energy in Asia?

is that green is more expensive, leading to greater capital investment required upfront. To progress the projects, investors need to be comfortable with the risk profile in that regulatory environment." In China, he added, where the... View Details

Keywords: by Dennis Fisher; Energy; Utilities

Article

Republic N.Y.'s Bid for Green Point Holds Lessons on S&L Conversions

Keywords: Learning; Bids and Bidding

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