Faculty News | Washington Post | 19 Mar 2012
Chaleo Yoovidhya, who made a fortune in Red Bull energy drink, dies in Thailand
Re: Rohit Deshpande
Harvard Business School professor Rohit Deshpande said in an interview that much of Red Bull's success can be traced to an innovative marketing strategy. "They in a sense define energy drinks in the same way we may think that Xerox used to define copiers and FedEx used to define overnight delivery," Deshpande said.

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