VeeV on the Rocks?

Joshua D. Margolis; Christopher  Marquis; Laura  Winig

Case | HBS Case Collection | July 2009 (Revised October 2011)

VeeV on the Rocks?

by Joshua D. Margolis, Christopher Marquis and Laura Winig

Abstract

Three pressing challenges (equity split, extent of commitment to social responsibility, and product discoloration) confront VeeV, the world's first alcoholic beverage infused with acai berries. Brothers Courtney and Carter Reum founded VeeV in 2007 and the firm has experienced rapid growth since then. The case documents the backgrounds of the young founders, details the launch and early phase of the company, and presents three challenges the founders must address: how to split the equity of the new company, how far to go in their efforts to be a "green" and socially responsible brand, and an unexpected potential product quality issue.

Keywords: Quality; Food; Business Growth and Maturation; Ethics; Corporate Social Responsibility and Impact; Entrepreneurship; Business Startups; Equity; Food and Beverage Industry;

Format: Print

23 pages

Educators Purchase

Citation:

Margolis, Joshua D., Christopher Marquis, and Laura Winig. "VeeV on the Rocks?" Harvard Business School Case 410-006, July 2009. (Revised October 2011.)

The article presents a case study on business friendship and its possible effect on employee ratings. It mentions a hypothetical case where one member of a team didn't meet his deadlines on the development of a new product, the use of a peer-to-peer employee rating system, and how the other team members should approach assigning a rating.

An unlikely but highly effective leader of a traditional bank, Rakefet Russak-Aminoach, simultaneously leads a classic change effort and an unconventional effort to innovate. She focuses her initial energy on making the bank more efficient in the face of industry changes and then rolls out a self-disrupting, independent mobile-app bank, aimed at millennials and designed to anticipate the coming transformation from fintech. The case documents the difficult situation she faced stepping into the CEO role, her change efforts, and her distinctive leadership style and how it has evolved. It ends with the enduring question of when to integrate an incubated business unit that was separate intentionally to spark innovation.

Faculty & Research

VeeV on the Rocks?

Abstract

Citation:

About the Author

More from the Author