VeeV on the Rocks?

Posted: 9 Aug 2009

See all articles by Joshua D. Margolis

Joshua D. Margolis

Harvard University

Christopher Marquis

Cornell University; Harvard University - Harvard Kennedy School (HKS)

Laura Winig

Harvard Business School, Global Research Group

Date Written: July 21, 2009

Abstract

Three pressing challenges (equity split, extent of commitment to social responsibility, and product discoloration) confront VeeV, the world's first alcoholic beverage infused with acai berries. Brothers Courtney and Carter Reum founded VeeV in 2007 and the firm has experienced rapid growth since then. The case documents the backgrounds of the young founders, details the launch and early phase of the company, and presents three challenges the founders must address: how to split the equity of the new company; how far to go in their efforts to be a 'green' and socially responsible brand; and an unexpected potential product quality issue.

Suggested Citation

Margolis, Joshua D. and Marquis, Christopher and Winig, Laura, VeeV on the Rocks? (July 21, 2009). HBS Case No. 410-006; Harvard Business School Organizational Behavior Unit. Available at SSRN: https://ssrn.com/abstract=1444386

Joshua D. Margolis (Contact Author)

Harvard University ( email )

1875 Cambridge Street
Cambridge, MA 02138
United States

Christopher Marquis

Cornell University ( email )

363 Sage Hall
Ithaca, NY 14853
United States

HOME PAGE: http://www.chrismarquis.com

Harvard University - Harvard Kennedy School (HKS) ( email )

79 John F. Kennedy Street
Cambridge, MA 02138
United States

Laura Winig

Harvard Business School, Global Research Group ( email )

Greenhill House
Soldiers Field
Boston, MA 02163
United States

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