Publications
Publications
- May 2020
- HBS Case Collection
Big Boom Beverages: Fight or Flight? (Brief Case)
By: Stephen A. Greyser and William Ellet
Abstract
Teaching Note for HBS Brief Case No. 920-557. The case addresses analysis and decisions related to the entrepreneurial life of a distinctive energy beverage, including its niche market launch, early problems, reformulation, social media impact, market success, and public policy/ethics challenges—as well as the three co-founders' approaches to management and decision making. Ultimately, the partners must opt for "fight or flight." The extensive Teaching Note encompasses two alternative discussion plans, one focused on the ultimate decision (fight/flight/compromise), and the other following the case facts, analysis, and decisions over time. The elements of market entry, competition, product modifications, communications strategy, regulatory challenges, and management decision-making are all treated. Key topics and study questions assist instructors in course selection for the case and student assignments.
Keywords
Alcoholic Beverages; Energy Drinks; Regulation; Entrepreneurship; Ethics; Marketing Communications; Corporate Social Responsibility and Impact; Reputation; Communication Strategy; Decision Making
Citation
Greyser, Stephen A., and William Ellet. "Big Boom Beverages: Fight or Flight? (Brief Case)." Harvard Business School Teaching Note 920-558, May 2020.
