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• Case | HBS Case Collection | September 2018 (Revised March 2019)

  Philanthropy and Brand Building: Jeff Vinik and the Tampa Bay Lightning

  Stephen A. Greyser and Michael Mondello

  Owner Jeff Vinik and top management of the NHL Tampa Bay Lightning are reviewing their strategy and progress in achieving their goals of brand-building and community commitment. Strategic philanthropy is unusual in sport. Tampa Bay is historically a non-traditional hockey market. The case has substantial comparative team and league data.

  Keywords: Brands and Branding; Philanthropy and Charitable Giving; Business and Community Relations; Sports Industry; Tampa;

  Citation:

  Greyser, Stephen A., and Michael Mondello. "Philanthropy and Brand Building: Jeff Vinik and the Tampa Bay Lightning." Harvard Business School Case 919-403, September 2018. (Revised March 2019.)  View Details

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• Article | Harvard Business Review | January–February 2019

  What Does Your Corporate Brand Stand For?

  Stephen A. Greyser and Mats Urde

  While most firms are adept at defining product brands, they’re less sure-footed with their corporate brands. What exactly does a parent company’s name represent, and how is it perceived in the marketplace?
  A strong corporate identity provides direction and purpose, boosts the standing of products, aids in recruiting, and shores up a firm’s reputation. To help organizations define theirs, the authors have devised a tool called the corporate brand identity matrix. It guides teams through an examination of the nine components of corporate identity, which include mission, culture, relationships, and core values and promises. Often that exercise reveals broken links between the elements that executives need to align and strengthen.
  This article describes how companies have used the matrix to clarify their relationships with daughter brands, retool their identities to support new businesses, revamp their overall image, evaluate targets for acquisition, and more.

  Keywords: Organizations; Identity; Brands and Branding; Reputation; Management Analysis, Tools, and Techniques; Corporate Strategy;

  Citation:

  Greyser, Stephen A., and Mats Urde. "What Does Your Corporate Brand Stand For?" Harvard Business Review 97, no. 1 (January–February 2019): 80–88.  View Details

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• Case | HBS Case Collection | December 2018

  The Swedish Academy #MeToo Scandal and the Reputation of the Nobel Prize

  Stephen A. Greyser and Mats Urde

  This case focuses on the potential for “reputational contagion” to the Nobel Prize from a scandal affecting one of its independent network member entities, the Swedish Academy. The latter is responsible for selecting the Nobel Prize in Literature, by appointment of Alfred Nobel.
  The Swedish Academy consists of 18 members appointed for life. Its primary responsibility is to preserve the purity, vigor, and majesty of the Swedish language. In 2017-18, The Swedish Academy was involved in a #MeToo sexual misconduct scandal precipitated by the behavior of a major cultural figure, who was married to an Academy member. The member had allegedly leaked advance information about the laureates to her husband. The scandal remained in the public eye and drew media attention for months. It affected the Academy’s reputation, and led to an Academy decision not to make the 2018 award. The key issue is what, if anything, the Nobel Foundation should have done and should do during the course of the scandal, and why.

  Keywords: Nobel Prize; Swedish Academy; scandal; Reputation; Brands and Branding; Crisis Management;

  Citation:

  Greyser, Stephen A., and Mats Urde. "The Swedish Academy #MeToo Scandal and the Reputation of the Nobel Prize." Harvard Business School Case 919-409, December 2018.  View Details

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