;#Faculty News;# | Wall Street Journal | 25
Patagonia's Founder is America's Most Unlikely Business Guru
Re: Forest Reinhardt
"I've never seen a company tell customers to buy less of its product," marvels Harvard Business School professor Forest Reinhardt. "It's a fascinating initiative. Yvon has the confidence to pull it off." In fact, Chouinard says the ad boosted Patagonia sales—though he argues it didn't drive more overall consumption, but rather stole existing customers from his competitors.