Publications

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

19 Jul 2023
News

How to Effectively Market Green Products

Daniel W. Green

Daniel Green is an assistant professor of business administration in the Finance Unit. He teaches the Finance II course to MBA students.

Professor Green’s research focuses on corporate finance, capital markets, and financial intermediation. His current... View Details

Keywords: asset management; banking; private equity (LBO funds); investment banking industry

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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Awards

Paul E. Green Award

By: Eva Ascarza

Finalist for the 2017 Paul E. Green Award from the Journal of Marketing Research for “Beyond the Target Customer: Social Effects in CRM campaigns” (June 2017) with Peter Ebbes, Oded Netzer and Matthew Danielson. View Details

Jerry R. Green

Jerry R. Green

David A. Wells Professor of Political Economy

John Leverett Professor in the University

Harvard University

Jerry Green is the John Leverett Professor in the University and the David A. Wells... View Details

Keywords: aerospace; education industry; insurance industry; professional services

01 Sep 2011
News

Green Day

Issue Focus: Business and the Environment Issue Focus The Business and Environment Initiative at HBS The City Solution Water for Life Green Day Related Links HBS Business and Environment Initiative The Untold Story of 'Green'... View Details

Keywords: Julia Hanna;Sarah Auerbach; Agriculture; Manufacturing; Electric Power Generation, Transmission, Distribution; Utilities

09 May 2022
News

Green House

percent higher up-front investment, the lower energy and maintenance costs can offset the expense. And she estimates that larger dwellings can be built for a 0 to 2 percent premium, making them a potential next project for Birchwood Sustainable Development. “The... View Details

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

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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

05 Mar 2020
News

Green Light

country’s leafy greens are produced in Arizona or California, according to the states' Leafy Green Marketing Agreement, and transportation to New England can take weeks;... View Details

Keywords: Dan Morrell; photographed by Scott Nobles

07 Sep 2021
News

Green House

single-family Passive House can require 10 percent to 15 percent higher up-front investment, the lower energy and maintenance costs can offset the expense. And Harper estimates that larger dwellings can be built for a 0 to 2 percent premium. “The biggest View Details

17 Nov 2022
Blog Post

Creating Emerging Markets Sustainability Series - The Future of Green Building

Creating Emerging Markets Sustainability Series – The Future of Green Building Cover image features Christoph Schiess (left) and Jim Damalas (right). Over the course of the 2022 UN Climate Change Conference... View Details

06 Aug 2010
News

Shaq name means green

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

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