Burts Bees: Leaving the Hive Harvard Case Solution & Analysis

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

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