More from these Authors

• Case | HBS Case Collection | July 2019

  LaCroix Sparkling Water

  Tomomichi Amano, Das Narayandas and Kerry Herman

  Launched in 1981 as an “all occasion” sparkling water brand, LaCroix Sparkling Water has had a number of ups and downs as a brand. After being purchased by National Beverage in 1996, the brand was re-positioned as a new, colorful, fun alternative to the other sparkling water players at the time. As time passed; however, the brand was faced with internal turmoil as well as shifting customer expectations. How did LaCroix react to change both within the company and within the industry?

  Keywords: Brands and Branding; Organizational Change and Adaptation; Industry Structures; Food and Beverage Industry;

  Citation:

  Amano, Tomomichi, Das Narayandas, and Kerry Herman. "LaCroix Sparkling Water." Harvard Business School Case 520-014, July 2019.  View Details

  CiteView DetailsEducators

  Related

• Case | HBS Case Collection | July 2019

  LaCroix Sparkling Water (Abridged)

  Tomomichi Amano, Das Narayandas and Kerry Herman

  Launched in 1981 as an “all occasion” sparkling water brand, LaCroix Sparkling Water has had a number of ups and downs as a brand. After being purchased by National Beverage in 1996, the brand was re-positioned as a new, colorful, fun alternative to the other sparkling water players at the time. As time passed; however, the brand was faced with internal turmoil as well as shifting customer expectations. How did LaCroix react to change both within the company and within the industry?

  Citation:

  Amano, Tomomichi, Das Narayandas, and Kerry Herman. "LaCroix Sparkling Water (Abridged)." Harvard Business School Case 520-015, July 2019.  View Details

  CiteView DetailsEducators

  Related

• Case | HBS Case Collection | June 2019

  Rachael Ray: Cooking Up a Brand

  Boris Groysberg, Robin Abrahams and Kerry Herman

  Citation:

  Groysberg, Boris, Robin Abrahams, and Kerry Herman. "Rachael Ray: Cooking Up a Brand." Harvard Business School Case 419-022, June 2019.  View Details

  CiteView DetailsEducators

  Related