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- June 1994
- Case
Green Marketing at Rank Xerox
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
Rayport, Jeffrey F. "Green Marketing at Rank Xerox." Harvard Business School Case 594-047, June 1994.
- 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
Yao, Dennis, and Alpana Thapar. "Fueling a Cleaner Future: ACWA Power and Green Hydrogen." Harvard Business School Case 722-381, January 2022.
- 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
Baker, Malcolm, Daniel Bergstresser, George Serafeim, and Jeffrey Wurgler. "The Pricing and Ownership of U.S. Green Bonds." Annual Review of Financial Economics 14 (2022): 415–437.
- 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
Jones, Geoffrey, and Emily Grandjean. "Creating the Market for Organic Wine: Sulfites, Certification, and Green Values." Harvard Business School Working Paper, No. 18-048, December 2017.
- 04 Jan 2018
- Working Paper Summaries
Creating the Market for Organic Wine: Sulfites, Certification, and Green Values
- 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
- 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
Steenburgh, Thomas J., and Nnamdi Daniel Okike. "Verne Global: Building a Green Data Center in Iceland." Harvard Business School Case 509-063, May 2009. (Revised October 2009.)
- 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
Ofek, Elie, and Lauren Barley. "The Clorox Company: Leveraging Green for Growth." Harvard Business School Case 512-009, July 2011. (Revised April 2012.)
- 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
Coles, Peter A. "Carbon Trading Simulation: Green Cement Inc." Harvard Business School Exercise 911-051, February 2011.
- 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
- 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
Toffel, Michael W., and Auden Schendler. "Greening Is Not Enough: 4 Steps to Corporate Leadership on Climate Change." Network for Business Sustainability, Thought Leaders (blog) (July 8, 2013). (Reprinted in Greenbiz.com July 9, 2013.)
- 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
Jones, Geoffrey, and Andrew Spadafora. "Jurlique: Globalizing Beauty from Nature and Science." Harvard Business School Case 314-087, March 2014.
- 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
Bell, David E., and Brian Matthew Milder. "Alliance for a Green Revolution in Africa (AGRA)." Harvard Business School Case 509-007, December 2008. (Revised October 2009.)
- 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
Bergquist, Ann-Kristin, and Kristina Söderholm. "Business and Green Knowledge Production in Sweden 1960s–1980s." Harvard Business School Working Paper, No. 18-050, December 2017.
- July–August 2012
- Article
The Growth Opportunity That Lies Next Door
By: G. Jones
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
Jones, G. "The Growth Opportunity That Lies Next Door." Harvard Business Review 90, nos. 7-8 (July–August 2012): 141–145.
- 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
Campbell, Dennis, and Brent Kazan. "TD Canada Trust (A): The Green and the Red." Harvard Business School Case 108-005, April 2008. (Revised October 2008.)
- 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
Vietor, Richard H.K., and Howaida Kamel. "Clean Energy for the Future." Harvard Business School Case 720-003, September 2019.
- Article
Republic N.Y.'s Bid for Green Point Holds Lessons on S&L Conversions
By: B. C. Esty
Esty, B. C. "Republic N.Y.'s Bid for Green Point Holds Lessons on S&L Conversions." American Banker (January 12, 1994), 6 and 17.
- 2016
- Chapter
Navigating Natural Monopolies: Market Strategy and Nonmarket Challenges in Radio and Television Audience Measurement Markets
By: Hillary Greene and Dennis Yao
This paper explores how firms within the audience measurement industry, specifically its radio and television markets, have navigated myriad market and nonmarket challenges. The market strategies and the nonmarket forces that constrain those strategies are largely... View Details
Keywords: Measurement and Metrics; Marketing Strategy; Consumer Behavior; Monopoly; Television Entertainment; Public Opinion; Geographic Scope; Media and Broadcasting Industry; United States
Greene, Hillary, and Dennis Yao. "Navigating Natural Monopolies: Market Strategy and Nonmarket Challenges in Radio and Television Audience Measurement Markets." In Strategy Beyond Markets. Vol. 34, edited by John de Figueiredo, Michael Lenox, Felix Oberholzer-Gee, and Rick Vanden Bergh, 367–411. Advances in Strategic Management. Emerald Group Publishing, 2016.