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  • February 2023
  • Case

Moleskine Foundation: Can Creativity Change the World?
By: Ryan Raffaelli, Alexandra C. Feldberg and Sarah Gulick
The Italy-based Moleskine Foundation worked with young adults in Africa and Europe to inspire social change through art and creative projects. Adama Sanneh, the newly appointed CEO of the Moleskine Foundation, faced several challenges: First, he had to make his own...  View Details
Keywords: Nonprofit Organizations; Social Enterprise; Leadership; Identity; Strategy; Education Industry; Italy; Africa; Europe; United States
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  • 2022
  • Working Paper

How Do Investors Value ESG?
By: Malcolm Baker, Mark Egan and Suproteem K. Sarkar
Environmental, social, and governance (ESG) objectives have risen to near the top of the agenda for corporate executives and boards, driven in large part by their perceptions of shareholder interest. We quantify the value that shareholders place on ESG using a revealed...  View Details
Keywords: Investment; Investment Portfolio; Corporate Social Responsibility and Impact; Business and Shareholder Relations; Environmental Sustainability; Governance; Financial Services Industry; United States
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  • 2022
  • Working Paper

Moral Deteriorations Sever Firm Identity
By: Julian De Freitas, Zarema Khon, Pechthida Kim and Samuel G.B. Johnson
Firms change over time. Which changes are so damaging that consumers believe the firm’s very identity ceases to exist? We explored this question using Twitter data and eight experiments involving nearly 3,000 subjects. Consumers judged that moral deteriorations were...  View Details
Keywords: Corporate Identity; Morality; Brand Activism; Social Media; Business Ethics; Firm Stereotypes; Consumer Behavior; Public Opinion; Moral Sensibility; Brands and Branding; Government and Politics
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  • November 2021 (Revised January 2022)
  • Case

Nicole M. Jones and The Hangar℠: Delta Air Lines' Global Innovation Center
By: Linda A. Hill and Emily Tedards
In 2016, Nicole M. Jones was hired to lead The Hangar, Delta Air Lines’ new innovation center in Atlanta, Georgia. Delta’s leadership had intended for The Hangar to catalyze a new approach to innovation at the company. After conducting three months of research on...  View Details
Keywords: Innovation Lab; Breakthrough Innovation; Biometric Technology; Innovation and Invention; Leadership; Innovation and Management; Collaborative Innovation and Invention; Innovation Strategy; Technological Innovation; Georgia (state, US)
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  • January–February 2019
  • Article

What Does Your Corporate Brand Stand For?
By: 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...  View Details
Keywords: Organizations; Identity; Brands and Branding; Reputation; Management Analysis, Tools, and Techniques; Corporate Strategy
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  • 2022
  • Working Paper

Using a 360-Degree Assessment System to Promote Core Values: A Field Experiment in a Retail Chain
By: Carolyn Deller, Susanna Gallani and Tatiana Sandino
We conducted a field experiment at a retailer to analyze the effects of introducing a values-based 360-degree assessment system in a setting with pre-existing high-powered monetary incentives linked to financial performance. The retail chain’s managing director...  View Details
Keywords: 360-degree Assessments; Corporate Values; Organizational Identity; Implicit Incentives; Multitasking; Goal Clarity; Field Experiment; Values; Performance Evaluation; Values and Beliefs; Organizational Culture; Goals and Objectives
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  • September 2017 (Revised July 2018)
  • Case

CyberArk: Protecting the Keys to the IT Kingdom
By: Raffaella Sadun, David Yoffie and Margot Eiran
CyberArk was the recognized leader in the Privileged Account Management (PAM) space, a cybersecurity subsegment it had essentially created to secure organizations’ IT systems and sensitive data. Over 17 years, the Israeli company had grown to a market capitalization of...  View Details
Keywords: Strategy; Growth and Development Strategy; Organizational Culture; Competitive Advantage; Information Technology; Cybersecurity; Information Technology Industry; Israel; United States
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  • Article

The Error at the Heart of Corporate Leadership
By: Joseph L. Bower and Lynn S. Paine
Agency theory, a new model of governance promulgated by academic economists in the 1970s, is behind the idea that corporate managers should make shareholder value their primary concern and that boards should ensure they do. The theory regards shareholders as owners of...  View Details
Keywords: Agency Theory; Business and Shareholder Relations; Leadership; Corporate Governance
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  • November 2016
  • Case

Jollibee Foods Corporation
By: Boris Groysberg and Katherine Connolly
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...  View Details
Keywords: Values; Vision; Fast Food; Values and Beliefs; Goals and Objectives; Expansion; Philippines
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  • September–October 2016
  • Article

Growing New Corporate Businesses: From Initiation to Graduation
By: Sebastian Raisch and Michael Tushman
Large companies initiate many new businesses, but few of them reach scale. The ambidexterity literature describes how companies create exploratory businesses, but says little about how they subsequently scale these businesses. The strategy literature uses real option...  View Details
Keywords: Ambidexterity; Comparative Case Study; Corporate Venturing; Exploration; Organization Design; Real Option Theory; Organizational Design; Corporate Strategy; Corporate Entrepreneurship
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  • Article

The Corporate Brand Identity and Reputation Matrix—The Case of the Nobel Prize
By: Mats Urde and Stephen A. Greyser
The purpose of this article is to explore corporate brand identity and reputation, with the aim of integrating them into a single managerial framework. The Nobel Prize serves as an in-depth field-based case study and is analysed using the Corporate Brand Identity and...  View Details
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  • 2015
  • Article

The Nobel Prize: The Identity of a Corporate Heritage Brand
By: Mats Urde and Stephen A. Greyser
Purpose—The purpose of this study is to understand the identity of the Nobel Prize as a corporate heritage brand and its management challenges.
Design/methodology/approach—An in-depth case study analysed within a heritage brand model and a corporate...  View Details
Keywords: Nobel Prize; Brand Stewardship; Corporate Brand Identity; Corporate Heritage Brand; Heritage Brand Identity Process; Networked Brand; Organizations; Brands and Branding
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  • Article

Why Do Firms Have 'Purpose'? The Firm's Role as a Carrier of Identity and Reputation
By: Rebecca Henderson and Eric Van den Steen
Why do so many firms publicly espouse a "purpose" beyond simple profit maximization? And why do so many managers and employees appear to care deeply about this purpose and to believe that it is critically important? In this paper we argue that the conventional answers...  View Details
Keywords: Mission and Purpose; Corporate Social Responsibility and Impact; Identity; Reputation
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  • 2014
  • Working Paper

The Nobel Prize: A 'Heritage-based' Brand-oriented Network
By: Mats Urde and Stephen A. Greyser
Purpose — Understanding the Nobel Prize as a 'true' heritage brand in a networked situation and its management challenges, especially regarding identity and reputation.

Methodology — The Nobel Prize serves as an in-depth case study and is analysed within...  View Details
Keywords: Nobel Prize; Heritage Brand; Brand Network; Networked Brand; Brand Within A Network; Brand Orientation; Brand Stewardship; Corporate Brand Identity; Reputation; Networks; Organizations; Philanthropy and Charitable Giving; Brands and Branding
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  • Article

Turnkey or Tailored? Relational Pluralism, Institutional Complexity, and the Organizational Adoption of More or Less Customized Practices
By: Ryan Raffaelli and Mary Ann Glynn
We examine how the organizational adoption of new practices is influenced by relational pluralism, i.e., an organization's multiple ties to actors inside and outside its industry. We theorize that institutional mechanisms of practice diffusion underlying relational...  View Details
Keywords: Networks; Corporate Social Responsibility and Impact; Business Processes; Adoption; Customization and Personalization
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  • Article

Aligning Identity and Strategy: Corporate Branding at British Airways in the Late 20th Century
By: John M.T. Balmer, Helen Stuart and Stephen A. Greyser
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  • May 2008 (Revised December 2010)
  • Case

Chi Mei Optoelectronics
By: Willy C. Shih, Chintay Shih, Jyun-Cheng Wang and Ho Howard Yu
Chi Mei is a Taiwanese industrial group that makes a major diversification into the technology intensive TFT-LCD flat panel display industry. Because the diversification is far away from its core competence in petrochemicals, it is an opportunity to examine how the...  View Details
Keywords: Globalized Firms and Management; Supply Chain; Corporate Strategy; Diversification; Information Technology; Electronics Industry; Manufacturing Industry; China; South Korea; Taiwan
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  • May 2003
  • Case

Renault-Nissan Alliance, The
By: Michael Y. Yoshino and Perry Fagan
On Wednesday, May 29, 2002, the board of directors of Renault-Nissan BV (RNBV) met for the first time to discuss the state of the alliance between Renault SA and Nissan Motors-two of the world's largest automakers. RNBV was a 50/50 joint venture company established in...  View Details
Keywords: Joint Ventures; Global Strategy; Organizational Culture; Alliances; Business or Company Management; Mergers and Acquisitions; Management Analysis, Tools, and Techniques; Auto Industry
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  • November 2002 (Revised May 2003)
  • Case

ConAgra Foods
By: Ray A. Goldberg and Ingrid Vargas
In 2002, ConAgra Foods CEO Bruce Rohde was deliberating the next steps in the process of transforming the company from an agribusiness giant to a value-added food processor. ConAgra had become the second largest food company and number one food service supplier in the...  View Details
Keywords: Corporate Strategy; Leading Change; Change Management; Organizational Change and Adaptation; Food; Agribusiness; Product; Business Processes; Management Teams; Expansion; Brands and Branding; Food and Beverage Industry; Agriculture and Agribusiness Industry; United States
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  • December 1997 (Revised May 1998)
  • Case

CUC and HFS: Corporate Identity for a "Merger of Equals"
By: Stephen A. Greyser and Robert J. Crawford
In the wake of a major $20 billion market capitalization "merger of equals," two large consumer service firms must determine a new name for the new entity. Neither CUC nor HFS is well known among consumers. The CUC Services (e.g., shopping, travel, credit card...  View Details
Keywords: Mergers and Acquisitions; Capital; Brands and Branding; Identity; Customization and Personalization; Value; Service Industry
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