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2014
Other Teaching and Training Material

Strategy Reading: Setting Aspirations—Mission, Vision, and Values

By: Ramon Casadesus-Masanell

"Setting Aspirations-Mission, Vision, and Values" introduces students to the concepts of organizational aspirations and the link to strategy. The Reading presents a framework for analyzing aspirations, discusses the differences between mission and vision, and uses... View Details

16 Feb 2023
HBS Case

ESG Activists Met the Moment at ExxonMobil, But Did They Succeed?

The impact-investment hedge fund Engine No. 1 made a big splash in May 2021 when it managed to get three nominees elected to the ExxonMobil board of directors. It was an open effort to prod the oil giant toward renewable energy and test whether activist investing could... View Details

Keywords: by Lane Lambert; Financial Services

August 2004
Supplement

CARE Commercials

By: John A. Quelch

Six television commercials illustrate CARE's current mission and branding strategy. Supplements the case. View Details

Keywords: Mission and Purpose; Brands and Branding

May 1992 (Revised June 1993)
Case

Jan Carlzon: CEO at SAS (A)

By: Christopher A. Bartlett

Describes Jan Carlzon's actions on assuming the CEO's responsibility at SAS in a time of financial and organizational difficulty. After tracing Carlzon's development as a manager, it focuses on the way in which he developed, then communicated a clear and motivating... View Details

Keywords: Communication; Financial Crisis; Employee Relationship Management; Knowledge; Leadership Development; Crisis Management; Motivation and Incentives; Business Strategy; Aerospace Industry

October 1992 (Revised December 1993)
Case

Vanguard Group, Inc. (A)

By: Jay O. Light

Deals with the general mission and strategy of a large mutual fund complex. View Details

Keywords: Investment Funds; Business Strategy; Mission and Purpose; Financial Services Industry

April 2019 (Revised February 2020)
Case

Ripple: The Business of Crypto

By: David B. Yoffie and George Gonzalez

The case explores Ripple CEO Brad Garlinghouse’s mission to disrupt the global payments industry by leveraging the cryptocurrency XRP. Students will learn about Bitcoin and the blockchain industry, as well as Ripple’s unique crypto business model. The case provides an... View Details

Keywords: Payment Systems; Cryptocurrency; Bitcoin; Blockchain; Fintech; Business Startups; Business Model; Disruption; Strategy; Banking Industry; Technology Industry

November 2000 (Revised March 2001)
Case

Iggy's Bread of the World

By: Kathleen L. McGinn and Alexis Lefort

In January 1994, Igor and Ludmilla Ivanovic opened the doors of their bakery, Iggy's Bread of the World. This case describes their unusual mission statement and the way in which they try to bring a social consciousness mentality to a for-profit business. Six years... View Details

Keywords: Growth Management; Mission and Purpose; Organizational Culture; Restructuring; Family Business; Power and Influence; Food and Beverage Industry; Retail Industry; Massachusetts

December 2011
Case

PepsiCo India: Performance with Purpose

By: Rosabeth M. Kanter, Rakesh Khurana, Rajiv Lal and Natalie Kindred

In 2010, PepsiCo India's management is working to translate PepsiCo's new mission, "Performance with Purpose," into practice in the India market. The mission calls for continued financial performance and market leadership, as well as greater emphasis on healthy... View Details

Keywords: Corporate Strategy; Mission and Purpose; Food and Beverage Industry; India

February 2010 (Revised May 2010)
Case

Jet Propulsion Laboratory

By: Robert S. Kaplan and Anette Mikes

The case, in a non-profit project-oriented setting, introduces fundamental risk management principles and processes that are easily applicable to private sector settings. Gentry Lee, senior systems engineer and de-facto chief risk officer, is applying a new... View Details

Keywords: Budgets and Budgeting; Governance; Leadership; Management Practices and Processes; Management Systems; Risk Management; Projects; Aerospace Industry; United States

October 2011 (Revised June 2013)
Case

Becton Dickinson: Opportunities and Challenges on the Road to the 'Envisioned Future'

By: Michael Beer and Russell A. Eisenstat

The case depicts a mission and values driven firm, how it was turned around, and its unique strategy of enabling others to succeed. View Details

Keywords: Corporate Strategy; Medical Devices and Supplies Industry

March 2007 (Revised February 2010)
Case

Fabindia Overseas Pvt. Ltd.

By: Mukti Khaire and Prabakar (PK) Kothandaraman

Fabindia is a for-profit Indian retail company with the stated mission of providing employment to weavers and traditional handicraft artisans in rural India. Established in 1960 as an exporter of home furnishings, Fabindia has grown as a consumer-facing retailer of... View Details

Keywords: Business Model; For-Profit Firms; Growth and Development Strategy; Supply Chain; Mission and Purpose; Expansion; Retail Industry; India

20 Jun 2011
Lessons from the Classroom

Fame, Faith, and Social Activism: Business Lessons from Bono

and shake hands with the Pope John Paul II if he's not a rock-and-roll roll star." A leader's mission is not static; it evolves. Bono continuously sets new goals around several related global challenges. For example, he started advocating... View Details

Keywords: by Kim Girard; Entertainment & Recreation

March 2023 (Revised September 2023)
Case

Patagonia: 'Earth Is Now Our Only Shareholder'

By: Brian Trelstad, Nien-hê Hsieh, Michael Norris and Susan Pinckney

In September 2022, Yvon Chouinard, the iconoclastic founder of outdoor apparel company Patagonia, announced a new ownership model for his company. Chouinard and his family had held complete control of the company's voting and non-voting stock since its founding 50... View Details

February 2024 (Revised June 2024)
Case

Asian Community Development Corporation: Building Housing and Community

By: Michael Chu and Alexis Lefort

Based in Boston’s Chinatown, the Asian Community Development Corporation’s mission was to build affordable homes, empower families, and strengthen communities. The case examines whether ACDC should continue pursuing all three goals or focus on affordable housing. View Details

Keywords: Housing; Mission and Purpose; Nonprofit Organizations; Urban Development; Boston

September 2011 (Revised May 2013)
Case

New Resource Bank: In Pursuit of Green

By: Christopher Marquis and Juan Almandoz

New Resource Bank was founded in San Francisco in 2006 with a mission focused on environmental sustainability. The case illustrates the opportunities and challenges of banking on values and the challenges of organizations defining a social and environmental commitment.... View Details

Keywords: Motivation and Incentives; Corporate Entrepreneurship; Business and Stakeholder Relations; Corporate Social Responsibility and Impact; Strategy; Business and Government Relations; Banking Industry; San Francisco

April 2022
Case

NIO: A Chinese EV Company's Global Strategy

By: William C. Kirby, Shu Lin and Noah B. Truwit

Founded in November 2014 and based in Shanghai, NIO designed, jointly manufactured, and sold premium “smart” EVs. Its mission was to “shape a joyful lifestyle by offering high-performance smart electric vehicles and being the best user enterprise. At NIO Day 2021,... View Details

Keywords: Electric Vehicles; Expansion; Technological Innovation; Market Entry and Exit; Competitive Strategy; Consumer Behavior; Green Technology; Auto Industry; China; Europe; Norway

18 Aug 2017
Op-Ed

Op-Ed: Courageous Leader Triggers a Moral Revolt of CEOs Against Trump

CEOs are public figures, with responsibility to uphold their company’s mission and values. When these values are violated, even by someone as powerful as the president of the United States, they are obliged to take a clear stand. In this... View Details

Keywords: by Bill George

August 2022
Supplement

Broadway Angels (2022)

By: Jo Tango and Alys Ferragamo

In late June of 2022, Sonja Perkins, co-founder of Broadway Angels, contemplated the group’s future. She and her co-founders, Jennifer Fonstad, and Magdalena Yesil, started the group to gather together the most successful and powerful women in venture capital and... View Details

Keywords: Gender Equity; Impact; Business Startups; Venture Capital; Social and Collaborative Networks; Entrepreneurship; Gender; Mission and Purpose; Groups and Teams; Financial Services Industry

Teaching Interest

Strategic Perspectives in Nonprofit Management (SPNM)

This Executive Education course is an HBS Social Enterprise Initiative program that provides the opportunity for senior executives to examine their missions and develop new strategies for the new global economy. View Details

March 2020 (Revised May 2020)
Case

Generation Investment Management

By: Vikram S. Gandhi and Sarah Mehta

By January 2020, sustainable investment firm Generation Investment Management (Generation), founded in London in 2004, had grown from a shared vision among seven founders to a 90-person firm managing $27 billion in public and private equity. Throughout its history,... View Details

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