Case | HBS Case Collection | November 2016

Jollibee Foods Corporation

by Boris Groysberg and Katherine Connolly

Abstract

When Tony Tan Caktiong stepped down as president and CEO of Jollibee Foods Corporation (JFC) in mid-2014, Ernesto Tanmantiong, his younger brother, succeeded him. In 2016, the brothers were working together to realize the company’s vision of making JFC a truly international organization with a significant global presence. As they positioned the company for expansion, they thought perhaps the company’s eight values should become more succinct, memorable, and aligned with the company’s vision. Tan Caktiong was aware, however, that some company executives would view pausing to contemplate values a waste of time; they would argue that values are essentially identical at every company and irrelevant to performance. Others would assert that values should not change. Was it the right time to reassess the company's values? How could Tan Caktiong persuade skeptics that values make a difference? And as the company grew, should values be articulated at the corporate level, or should they vary among JFC’s brands?

Keywords: values; vision; Expansion; fast food; Values and Beliefs; Goals and Objectives; Expansion; Philippines;

Language: English Format: Print 24 pages EducatorsPurchase

Citation:

Groysberg, Boris, and Katherine Connolly. "Jollibee Foods Corporation." Harvard Business School Case 417-045, November 2016.

About the Author

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Boris Groysberg
Richard P. Chapman Professor of Business Administration
Organizational Behavior

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