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• Case | HBS Case Collection | January 2020 (Revised July 2020)

  BlackRock: Linking Purpose to Profit

  Rohit Deshpandé, Aiyesha Dey and George Serafeim

  The case revolves around the actions that Barbara Novick, co-founder and Vice-Chair of Blackrock, and Michelle Edkins, Global Head of Investment Stewardship, would need to take in response to the controversial CEO letters from Laurence (Larry) Fink, Chairman and CEO of BlackRock. Fink’s letters focused on the importance of corporate purpose and investing considering environmental, social, and governance (ESG) issues. The case also discusses Blackrock’s plans for a new model of shareholder engagement to help drive the changes proposed in the letters. The case presents the opportunity to discuss the governance role played by major institutional investors as well as how the responsibilities and actions of one large investor, BlackRock, should evolve in this role going forward. It is not clear whether BlackRock should play such a role and, if so, whether they have the ability to enforce corporate compliance and to carry out this role given they are primarily an index investor. The case is likely to generate spirited debate about the merits of BlackRock’s pronouncements and the importance of corporate investments in ESG themes and allow for discussions on measurement and disclosure strategies that can judge progress on these dimensions.

  Keywords: boards of directors; Institutional investors; disclosure; transparency; corporate purpose; Corporate profits; ESG; ESG disclosure metrics; corporate sustainability; engagement strategy of institutions; stewardship role of institutions; Corporate Governance; Governing and Advisory Boards; Institutional Investing; Accounting; Corporate Disclosure; Mission and Purpose; Profit; Environmental Sustainability; Climate Change; Diversity; Corporate Accountability;

  Citation:

  Deshpandé, Rohit, Aiyesha Dey, and George Serafeim. "BlackRock: Linking Purpose to Profit." Harvard Business School Case 120-042, January 2020. (Revised July 2020.)  View Details

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• Case | HBS Case Collection | July 2020

  Pattern Brands

  Sunil Gupta, Elie Ofek and Julia Kelley

  In March 2020, direct-to-consumer (DTC) company Pattern Brands needed to decide how to allocate resources across its different brands. Pattern Co-Founders Nick Ling and Emmett Shine hoped to avoid the pitfalls faced by some DTC companies—such as inability to scale and lack of competitive differentiation—by relying on their previous experience running a successful branding and marketing agency. Rather than focusing on a single brand, they conceived Pattern as a “DTC 2.0” model—a portfolio of 5 to 10 brands that shared a common theme of activities related to the home and a common mission of helping millennials enjoy daily life. Since its founding in August 2019, Pattern had launched cookware brand Equal Parts and home organization brand Open Spaces. Although Pattern’s team still believed strongly in the benefits of a multi-brand strategy, Open Spaces’ sales and unit economics had significantly outperformed Equal Parts’ to date. Pattern’s leadership wanted to build on Open Spaces’ early momentum with new product colors and product lines, but they debated whether to act on the results of a recent customer survey indicating a positive response to an Equal Parts product redesign. Ling and Shine now had several decisions to consider. How should they allocate resources between repositioning Equal Parts and continuing to grow Open Spaces? How and when should they continue building Pattern’s portfolio by developing a third brand? How much should they invest in marketing parent brand Pattern? More broadly, did Pattern’s model represent the future of DTC brands?

  Keywords: Brands and Branding; Marketing Channels; Marketing Strategy; Product Marketing; Product Launch; Product Positioning; Business Model; Business Startups; Growth and Development Strategy; Demand and Consumers; Business Strategy; Diversification; Competitive Advantage; Consumer Products Industry; Retail Industry; North and Central America; United States; New York (city, NY); New York (state, US);

  Citation:

  Gupta, Sunil, Elie Ofek, and Julia Kelley. "Pattern Brands." Harvard Business School Case 521-009, July 2020.  View Details

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• Article | Harvard Business School Working Knowledge | June 16, 2020

  Your Customers Have Changed. Here's How to Engage Them Again.

  Rohit Deshpandé, Ofer Mintz and Imran S. Currim

  The coronavirus makes your customers less able and less willing to spend than before. How should you re-engage with them? Advice from Rohit Deshpandé and colleagues.

  Keywords: COVID-19; Health Pandemics; Situation or Environment; Customer Relationship Management;

  Citation:

  Deshpandé, Rohit, Ofer Mintz, and Imran S. Currim. "Your Customers Have Changed. Here's How to Engage Them Again." Harvard Business School Working Knowledge (June 16, 2020).  View Details

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