Publications

January 2024 (Revised May 2024)
Case

Uncle Nearest: Creating a Legacy

By: Hise Gibson, Archie L. Jones, Nicole Gilmore and Ai-Ling Jamila Malone

Fawn Weaver, as a Black woman and industry outsider in a capital-intensive, highly regulated, competitive and male-dominated spirits industry, successfully overcame numerous obstacles to launch a premium American whiskey brand, Uncle Nearest in 2017, which became the... View Details

20 Aug 2008
Op-Ed

The Time is Right for Creative Capitalism

examples of where global capitalism is going. (RED) integrates the power of big business, new customer priorities, and the interconnected agents of social change, in the form of the Global Fund to Fight AIDS, Tuberculosis, and Malaria. The animating View Details

Keywords: by Nancy Koehn

October 2023 (Revised May 2025)
Case

Nelson Mandela: Changing the World

By: Robert Simons and Shirley Sun

This case traces the rise of Nelson Mandela from his tribal home in South Africa to president of the country. Rejecting expectations that he would be a tribal leader, Mandela instead dedicates his life to fighting Apartheid. After peaceful approaches fail, he joins... View Details

Keywords: Mission and Purpose; Values and Beliefs; Power and Influence; Personal Characteristics; Leadership Style; Success; South Africa

May 2017 (Revised November 2017)
Case

Cotopaxi: Managing Growth for Good

By: Andy Wu and Laura Huang

Cotopaxi, an innovative outdoor gear business targeting millennials, focuses on profit and social impact. This registered benefit corporation was formed by Davis Smith who coalesced his experiences as a Wharton MBA student along with professional knowledge from an... View Details

Keywords: Entrepreneurship; Social Venture; Benefit Corporation; B-Corp; Retail; Consumer Products; Apparel; Social Impact; Social Entrepreneurship; Business Model; Product Positioning; Social Enterprise; Mission and Purpose; Consumer Products Industry; Retail Industry

October 1991 (Revised December 1993)
Case

Ben & Jerry's Homemade Ice Cream, Inc.: Keeping the Mission(s) Alive

Ben & Jerry's is an anti-establishment, values-driven company that has become a successful venture. The dominant founder, Ben Cohen, is not an effective manager, but he brings creative marketing and product skills that have been important to the company's success. He... View Details

Keywords: Mission and Purpose; Organizational Culture; Entrepreneurship; Compensation and Benefits; Manufacturing Industry; Food and Beverage Industry

Article

Mission-Driven Governance

By: Raymond Fisman, Rakesh Khurana and Edward Martenson

The purpose of this paper is to provide a useful, easily applied theory of governance performance. The existing model is fundamentally adversarial, rooted in the paradigm of principal-agent conflict. At its base is an image of governance as a never-ending struggle... View Details

Keywords: Corporate Governance; Governing and Advisory Boards; Knowledge Management; Standards; Mission and Purpose; Organizational Change and Adaptation; Performance Effectiveness; Performance Evaluation

Find at Harvard

August 2021
Case

Danone S.A.: Becoming a Mission-Driven Company (A)

By: Benjamin C. Esty and Emilie Billaud

Emmanuel Faber became CEO of Danone SA, the French food and beverage company, in 2014. Right from the start, he ran the company with a dual commitment to both profit and purpose (i.e., ESG objectives). In fact, in 2018, he said, “It’s time to make sustainable business... View Details

Keywords: Business and Stakeholder Relations; Corporate Governance; Leadership; Corporate Social Responsibility and Impact; Mission and Purpose; Environmental Sustainability; Goals and Objectives; Consumer Products Industry; Food and Beverage Industry; France; Europe

20 Feb 2019
Research & Ideas

Rocket-tunity: Can Private Firms Turn a Profit in Space?

to launch the first private mission to land on the moon, using a SpaceX Falcon 9 rocket. The mission will use a lander to study the moon’s magnetic field. “One could imagine a trip like this becoming not... View Details

Keywords: by Scott Wallask; Aerospace; Tourism; Transportation

January 2004 (Revised May 2008)
Case

Johnson & Johnson's Corporate Credo

By: Thomas R. Piper

No corporate credo is better known than that of Johnson & Johnson. Describes the history of the credo, including the credo challenge initiated by the CEO, James Burke, in 1975 and the role the credo played during the Tylenol poisoning crisis. View Details

Keywords: History; Mission and Purpose; Goals and Objectives; Corporate Accountability; Reputation; Crisis Management; Corporate Governance; Management Teams

03 Oct 2007
Research & Ideas

Dealing with the ‘Irrational’ Negotiator

consortium of nonprofit organizations whose mission it was to lobby for an increase in food aid to disadvantaged countries! What explains such seemingly irrational and self-defeating behavior? Why would this group oppose legislation that... View Details

Keywords: by Deepak Malhotra & Max H. Bazerman

January 2023 (Revised June 2024)
Case

Elon Musk at Tesla

By: George Serafeim and Amram Migdal

This case gives an overview of Elon Musk’s career arc through the lens of the 2003 founding of Tesla and its growth through 2022. Background information is included on Tesla’s unique strategic decisions, its operational and reputational struggles and successes, and the... View Details

09 Jan 2006
Research & Ideas

When Benchmarks Don’t Work

information technology and applications. If customized analytic and decision-support services and IT partnerships are part of the mission of the IT organization, it will by necessity be spending much more on IT than a supposedly... View Details

Keywords: by Robert S. Kaplan; Service

28 Jan 2020
Book

Advanced Leadership Requires More Than Outside-The-Box Thinking

he was crazy to risk his reputation on something so novel. But he told himself, “It’s not about me.” It’s about the mission and the people and communities to be served. So he took the risk and is now getting ready to scale his model,... View Details

Keywords: by Sean Silverthorne

September 2019
Case

JTC: Stronger Together with Shared Ownership

By: Ethan Bernstein and Daniela Beyersdorfer

Nigel Le Quesne, CEO of Jersey-based financial services firm JTC, firmly believed that "shared ownership" was at the heart of his company’s successful track record. The firm had seen its revenues, profits, and number of clients and staff grow steadily throughout its... View Details

Keywords: Ownership; Employee Ownership; Leadership Style; Compensation and Benefits; Organizational Culture; Employee Stock Ownership Plan; Going Public; Mission and Purpose; Management Practices and Processes; Human Resources; Financial Services Industry; Channel Islands; Europe; United States

14 Feb 2017
Research & Ideas

A Strategy For Steady Leadership in an Unsteady World

prevalent characteristic these days, business leaders who stay focused on their mission and values and have the courage to deploy bold strategies building on their strengths will be the winners. Those who abandon core values or lock... View Details

Keywords: by Bill George

April 2017 (Revised March 2024)
Case

Making Target the Target: Boycotts and Corporate Political Activity

By: Nien-hê Hsieh and Victor Wu

Through the challenges facing Target, the case examines ways in which corporations can become involved in political and legislative debates and processes, ranging from campaign contributions to lobbying to political activism. In 2016, Target CEO Brian Cornell must... View Details

September 2015 (Revised February 2017)
Case

MOD Pizza: A Winning Recipe?

By: Boris Groysberg, John D. Vaughan and Matthew Preble

Scott and Ally Svenson, the founders of MOD Pizza, had to make a number of decisions in planning how to scale their small company. They wanted to grow MOD from 45 stores as of May 2015 to 200 stores by the end of 2016, and while the two believed that MOD could manage... View Details

Keywords: Entrepreneurship; Employees; Employee Relationship Management; Selection and Staffing; Leadership; Growth and Development Strategy; Marketing; Service Delivery; Organizational Culture; Corporate Social Responsibility and Impact; Mission and Purpose; Service Industry; United States