Supplement | HBS Case Collection | July 2008 (Revised February 2009)

(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, July 2008. (Revised February 2009.)