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September 2014 (Revised November 2014)
Case

Marketing Marijuana in Colorado

By: John A. Quelch and David Lane

Colorado's 2014 legalization of marijuana for adult recreational (not just medical) use created a new market that entrepreneurs rushed to enter, channeled by regulations that aimed to minimize marijuana's access to minors while not stifling the emergent new industry.... View Details

Keywords: Public Health; Regulation; Marijuana; Plant-Based Agribusiness; Public Sector; Entrepreneurship; Health Care and Treatment; Agriculture and Agribusiness Industry; Health Industry; Colorado

19 Nov 2014
HBS Case

Marketing Marijuana

On Tuesday, the family of deceased musician and celebrated marijuana user Bob Marley announced what it claimed will be the first global cannabis brand, Marley Natural. Suddenly, marijuana is a growth... View Details

Keywords: by Michael Blanding; Food & Beverage

November 2014
Teaching Note

Marketing Marijuana in Colorado

By: John A. Quelch

The case, set in the middle of 2014, reviews the first six months of marketplace activity in Colorado, following the legalization of marijuana for recreational use and the expansion of marijuana retailing from medical dispensaries to recreational stores. The case... View Details

Keywords: Marketing Innovations; Retail Government Services; Public Health; Agribusiness; Customers; Goods and Commodities; Government and Politics; Health; Marketing; Society; Consumer Products Industry; Distribution Industry; Health Industry; Public Administration Industry; North and Central America

September 2024 (Revised October 2024)
Case

River Remedy: Navigating Mississippi’s Medical Marijuana Market

By: Robin Greenwood, Richard S. Ruback and Robert Ialenti

MBA student William Chism, the founder of a fully integrated medical marijuana company based in Mississippi, must respond to a significant disruption in the fledgling industry. In late 2023, Rapid Analytics, one of two active licensed testing facilities, has its... View Details

Keywords: Plant-Based Agribusiness; Business Growth and Maturation; Forecasting and Prediction; Microeconomics; Local Range; Government Legislation; Demand and Consumers; Supply and Industry; Competitive Strategy; Governance Controls; Agriculture and Agribusiness Industry; Consumer Products Industry; Mississippi

12 Sep 2016
News

Celebrities high on marijuana businesses

20 Apr 2015
News

High rollers: marijuana entrepreneurs harvest cash from legalised industry

March 2019
Article

Joint Culpability: The Impact of Medical Marijuana Laws on Crime

By: Yu-Wei Luke Chu and Wilbur Townsend

Find at Harvard

August 2018
Case

Cannabis: Growing Profits for Real Estate

By: Charles F. Wu, Teddy Blank, Chris Grenga, Carlotta Weller and Curtis Wu

Keywords: Real Estate; Marijuana

November 2019 (Revised February 2020)
Case

Constellation Brands' Investment in Canopy Growth: Aiming High

By: Stuart C. Gilson and Sarah L. Abbott

In 2017, Constellation Brands, the U.S.-based beverage company, acquired a 9.9% equity interest in the Canadian marijuana company, Canopy Growth. In 2018, Constellation announced a subsequent investment in Canopy—taking its ownership interest to 37%. However, Canopy’s... View Details

Keywords: Equity Investment; Marijuana; Growth Investing; New Market Development; Beverage Industry; Equity; Investment; Strategy; Consulting Industry; Food and Beverage Industry; Canada; United States

11 Jul 2016
News

Celebrity-sponsored pot is the latest marketing strategy for the cannabis industry

17 Aug 2021
Op-Ed

Dispensing Justice: The Case for Legalizing Cannabis Nationally

Last month, US Senate Majority Leader Charles Schumer and senators Cory Booker and Ron Wyden introduced draft legislation to legalize cannabis federally. Some commentators say that by expunging federal, nonviolent marijuana offenses from criminal records, the proposed... View Details

Keywords: by Ashish Nanda and Tabatha Robinson

08 Mar 2017
News

It's High Time: Weed at Harvard

24 Apr 2023
HBS Case

What Does It Take to Build as Much Buzz as Booze? Inside the Epic Challenge of Cannabis-Infused Drinks

two cannabinoids found in marijuana and hemp. Cann distinguished itself by offering only “micro-dose,” or “low-dose,” beverages that appeal to consumers who only want to get mildly “buzzed,” as opposed to “stoners” who seek out heavier... View Details

Keywords: by Jay Fitzgerald; Consumer Products; Food & Beverage

Web

Drug & Alcohol Policy | About

alcohol. Additionally, the misuse of prescription drugs (sharing, buying, or using in a manner different than prescribed) is a violation of HBS policy. Although Massachusetts law now permits adults aged 21 or older to possess and consume View Details

01 Jun 2004
News

Working the Street

9 p.m. Friday, about the time, Timken says, “when the beer hits the bloodstream.” A traffic stop on a Honda Civic (probable cause: brake light out) turns up an 18-year-old driver, Alejandro, with no license and no insurance. With him is his 21-year-old buddy, Rubén,... View Details

Keywords: Garry Emmons; tattoo; removal; program; Justice, Public Order, and Safety Activities; Government

19 Jun 2013
Research & Ideas

Analyzing Institutions to Solve Big Problems

Weeding Out the Competition: How Alternatives Are Eliminated during Institutionalization looks at factors that make us take information for granted, even when the information isn't accurate. For example, the common perception is that the idea of legal medical View Details

Keywords: by Carmen Nobel & Anna Secino

Web

2.3.1 Drug & Alcohol Policy | MBA

a violation of HBS policy. Although Massachusetts law now permits adults aged 21 or older to possess and consume marijuana under certain circumstances, federal law prohibits the possession, use, or distribution of View Details

01 Dec 2018
News

Action Plan: The Power of Story

you were to where you are.” Henderson brings his story to audiences from LA to South Africa as managing director of the leadership development firm Henderson, Harper & Associates. Its power lies in its truth: From dabbling in marijuana at... View Details

Keywords: Ryan Jones

09 Dec 2014
First Look

First Look: December 9

the new payment approach and considering how to improve the model. Purchase this case: https://cb.hbsp.harvard.edu/cbmp/product/714515-PDF-ENG Harvard Business School Case 515-009 Marketing Marijuana in Colorado Colorado's 2014... View Details

Keywords: Sean Silverthorne

10 Apr 2018
First Look

First Look at New Research, April 10, 2018

later and if so, how? The friendship formation of students at a large Canadian university was assessed during their first term. These data were used to predict self-reported health and health behaviors (physical exercise, diet, tobacco, alcohol, and View Details

Keywords: Sean Silverthorne

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