The rapid growth pushes Burt's Bees' natural personal care products in mass distribution channels, product and brand elements that are less quirky, more commercial than they used to be. Indeed, CEO John Replogle believes that by focusing on efficient, natural, and unique ingredients, and by promoting cleaner production, Burt's Bees will impose expectations excellent product and attract the main categories of personal care. Can Burt's Bees has become "Starbucks personal hygiene", not distance himself too much from people, values and stories that have made the brand successful so far? "Hide
by Laura Winig, Luke Wathieu Source: Harvard Business School 27 pages. Publication Date: March 2, 2007. Prod. #: 507017-PDF-ENG
Related Case Solutions & Analyses:
Porto Adriatico
Extending an Electronic Trade Network to Sustain Competitive Advantage
Davis Boatworks
The Upside of Messiness: Clumsy Solutions for Wicked Problems
Balanced Workplace Flexibility: Avoiding the Traps
Negotiating with the Cuban Sugar Industry (A): No Way Out?
Kohler. Co
HgCapital and the Visma Transaction (A)
Service Redesign at South Devon NHS Trust (A)
Bertelsmann: Corporate Structures and the Internet Age (A)
