Skip to Main Content
HBS Home
  • About
  • Academic Programs
  • Alumni
  • Faculty & Research
  • Baker Library
  • Giving
  • Harvard Business Review
  • Initiatives
  • News
  • Recruit
  • Map / Directions
Faculty & Research
  • Faculty
  • Research
  • Featured Topics
  • Academic Units
  • …→
  • Harvard Business School→
  • Faculty & Research→
Publications
Publications
  • August 2016
  • Case
  • HBS Case Collection

S'well: The Mass Market Decision

By: Youngme Moon
  • Format:Print
  • | Language:English
  • | Pages:18
ShareBar

Abstract

This case tells the story of how Sarah Kauss, a young female entrepreneur, built a premium water bottle brand from scratch. After having built a high-end brand, the key decision in the case is whether to begin expanding the S'well product portfolio to the mass market.

Keywords

Brands and Branding; Marketing; Business Startups; Entrepreneurship; Distribution; Strategy; United States

Citation

Moon, Youngme. "S'well: The Mass Market Decision." Harvard Business School Case 317-019, August 2016.
  • Educators
  • Purchase

About The Author

Youngme Moon

General Management
→More Publications

More from the Author

    • February 2022
    • Faculty Research

    Paul Polman

    By: Elizabeth A. Keenan, Youngme Moon and Susie Ma
    • January 2022
    • Faculty Research

    Bee-ing Better at Bombas

    By: Elizabeth A. Keenan, Youngme Moon and John Masko
    • June 2021
    • Faculty Research

    Bozoma Saint John: Leading with Authenticity and Urgency

    By: Frances X. Frei, Francesca Gino and Youngme Moon
More from the Author
  • Paul Polman By: Elizabeth A. Keenan, Youngme Moon and Susie Ma
  • Bee-ing Better at Bombas By: Elizabeth A. Keenan, Youngme Moon and John Masko
  • Bozoma Saint John: Leading with Authenticity and Urgency By: Frances X. Frei, Francesca Gino and Youngme Moon
ǁ
Campus Map
Harvard Business School
Soldiers Field
Boston, MA 02163
→Map & Directions
→More Contact Information
  • Make a Gift
  • Site Map
  • Jobs
  • Harvard University
  • Trademarks
  • Policies
  • Accessibility
  • Digital Accessibility
Copyright © President & Fellows of Harvard College