Supplement | HBS Case Collection | 2009 (Revised from original 2008 version)

(PRODUCT) RED (B)

by Youngme E. Moon, Michael I. Norton and David Chen

Abstract

Updates the (PRODUCT) RED (A) case through early 2008, including announcements of new partner relationships (with Hallmark, Microsoft, and Dell) as well as new communications initiatives.

Keywords: Communication; Brands and Branding; Marketing Strategy; Social Marketing; Partners and Partnerships; Social Enterprise; Africa;

Citation:

Moon, Youngme E., Michael I. Norton, and David Chen. "(PRODUCT) RED (B)." Harvard Business School Supplement 509-014, February 2009. (Revised from original July 2008 version.)