Publications

September 1999 (Revised July 2006)
Case

Juice Guys (A)

By: Joseph B. Lassiter III, Sharon Lee Fox and Cynthia Rushmore Kuechle

The case explores who the customers are for a new beverage product, their desires as customers for this product, and their desires when ordering this product from a local specialty store location. View Details

Keywords: Entrepreneurship; Product Launch; Product Positioning; Customer Relationship Management; Consumer Behavior; Commercialization; Customer Satisfaction; Food and Beverage Industry

June 2013 (Revised January 2016)
Case

Château Margaux: Launching the Third Wine

By: Elie Ofek and Eric E. Vogt

Château Margaux, one of only five prestigious estates in the Bordeaux Medoc wine region to have been classified as a "first-growth", is facing a host of strategic decisions in early 2013. Up until this point the estate had been selling two red wines, a first wine whose... View Details

Keywords: New Product Launch; Marketing Plan; Brand Management; Go To Market Strategy; Channels Of Distribution; Wine Industry; Marketing Strategy; Distribution Channels; Product Launch; Brands and Branding; Agriculture and Agribusiness Industry; Agriculture and Agribusiness Industry; France

March 2015
Case

West Coast Chill

By: William A. Sahlman, Robert F. White and Stephanie Puzio

The fall of 2010 marked the 20th year that Mitchell Joseph, a fourth generation beverage executive, serial entrepreneur, and the founder of the Joseph Company (the "Company"), had been working on developing the technology for a self-chilling can. Mitchell was at an... View Details

Keywords: Entrepreneurial Finance; Entrepreneurship; Finance; Food and Beverage Industry; United States

01 Dec 2018
News

Alumni and Faculty Books for December 2018

sustainable as well as how these strategies have faced constraints, trade-offs, and challenges of legitimacy. The industries covered range from sustainable finance and solar... View Details

04 Feb 2020
Video

Savannah Maziya

Savannah Maziya, the founder of South Africa-based Bunengi Holdings, recounts how her involvement in the mining industry naturally led to involvement in both infrastructure and agriculture as the business needed to supply logistics as well as food for its workers. View Details

October 1988
Case

Edward Litton and Philippine Fresh Mango Exports to Japan

By: Ray A. Goldberg

Keywords: Trade; Food; Food and Beverage Industry; Japan; Philippines

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11 Mar 2001
Research & Ideas

Merchants to Multinationals: British Trading Companies in the Nineteenth and Twentieth Centuries

pioneered new industries, from jute manufacture in India and cotton textile manufacture in China, to the oil industry in California."The improvements in transport and... View Details

Keywords: by Geoffrey Jones

January 2025
Technical Note

U.S. and Global Agriculture: The Next Four Years

By: Forest Reinhardt, Sarah Dankens and Natalie Kindred

Keywords: Food and Beverage Industry; Food and Beverage Industry; United States

August 1984 (Revised April 1985)
Teaching Note

Pepsi-Cola United Kingdom (A), (B), and (C), Teaching Note

By: Benson P. Shapiro

Teaching Note for (9-584-052), (9-584-053), and (9-584-054). View Details

Keywords: Food and Beverage Industry; United Kingdom

01 Dec 2015
News

Alumni and Faculty Books for December 2015

Model outlines the author’s unique leadership principles, what he calls “Personal” and “Professional” Leadership. To illustrate what works and what doesn’t, the author takes readers inside the highly... View Details

April 1997
Case

New and Improved: Product Reformulation at General Mills

By: Arthur Schleifer Jr., Craig Boreth and Phyllis Dininio

Keywords: Product; Food and Beverage Industry

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19 Jul 2011
Research & Ideas

Rupert Murdoch and the Seeds of Moral Hazard

the food and apparel industries and the need to "secure" all elements of their production chain, most other View Details

Keywords: by Staff; Journalism & News; Publishing

January 1978 (Revised April 1994)
Case

Ocean Spray Cranberries, Inc.: Crangrape Advertising and Promotion

By: Stephen A. Greyser

Keywords: Advertising; Marketing; Strategy; Food and Beverage Industry

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01 Mar 2017
News

Alumni and Faculty Books for March 2017

unique food (famed ham, mushroom varietals, cheese-making, and rare herbs), temperate climate, surrounding rivers and mountains, ethnic diversity (bordering Laos, Vietnam,... View Details

August 2019 (Revised February 2020)
Case

New Hope Liuhe: Building an Integrated Agri-Food Business

By: Forest L. Reinhardt, Shu Lin, Natalie Kindred and Nancy Hua Dai

In October 2018, LIU Chang (Angela), chairman of Beijing-based New Hope Liuhe (NHL), was considering the strategy of the firm. With $9 billion in sales and a presence in nearly 20 countries, NHL was China’s largest animal feed producer and a major pork and poultry... View Details

08 May 2025
Blog Post

Startup Roots and Engineering Ambitions: Lizzie Matusov (MS/MBA 2022)

and I spent our summers building businesses so we could buy Starbucks beverages or movie tickets without asking for money from our parents. Our most successful endeavor was a dog-walking business—we had... View Details

March 2019
Teaching Note

Zespri Grows

By: David E. Bell and John Masko

Teaching Note for HBS No. 519-047. View Details

August 2011
Case

Martha Rinaldi: Should She Stay or Should She Go?

By: Linda A. Hill and Mark Renella

Martha Rinaldi has been an assistant product manager at leading beverage company Potomac Waters since graduating from business school. Rinaldi is frustrated by her relationships with her boss and a close co-worker. Even though she works hard to please her manager, she... View Details

Keywords: Interpersonal Relations; Management Styles; Managing Up; Career Planning; Conflict; Management Style; Interpersonal Communication; Personal Development and Career; Organizational Culture; Relationships; Performance Evaluation; Conflict and Resolution; Power and Influence; Food and Beverage Industry

October 2012
Case

Monsanto

By: Ray A. Goldberg

Monsanto CEO Hugh Grant must guide his global agribusiness technology company into an uncertain future where food security, food safety, sustainability, and climate change will all impact the global food system. View Details

Keywords: Technology; Risk and Uncertainty; Information Technology; Food; Social and Collaborative Networks; Global Strategy; Agribusiness; Globalized Markets and Industries; Agriculture and Agribusiness Industry