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  • November 2017 (Revised June 2019)
  • Case
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JOE & THE JUICE Crosses the Atlantic (with video link)

By: Ethan Rouen and Suraj Srinivasan
  • Format:Print
  • | Language:English
  • | Pages:27
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Abstract

As JOE & THE JUICE began its rapid U.S. expansion in 2017, its founder and CEO, Kaspar Basse, fretted about how he could keep his employees feeling like they were doing meaningful work. Founded in 2001, JOE & THE JUICE had always focused on making healthy juices, banning prepackaged or processed foods, and providing meaningful work for front-line food services employees. To instill employees with a sense of ownership, JOE & THE JUICE had developed a transparent promotion and compensation scheme, a rigid training program, and an explicit promise to promote only from within (the CFO was 31-years-old and had spent a decade working at the company). On the other hand, employees were encouraged to make the juice bars their homes. There were no required uniforms or scripts on how to interact with customers. This strategy had led to great success in Europe. In a decade, JOE & THE JUICE had spread across the continent and was immensely profitable. But as it moved into the United States and prepared for a potential IPO, the company began struggling to retain talent and worried about how it could successfully import its internal culture while maintaining its rapid growth.

Keywords

Organizational Culture; Employees; Retention; Expansion; Growth Management

Citation

Rouen, Ethan, and Suraj Srinivasan. "JOE & THE JUICE Crosses the Atlantic (with video link)." Harvard Business School Multimedia/Video Case 118-039, November 2017. (Revised June 2019.)
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About The Authors

Ethan C. Rouen

Accounting and Management
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Suraj Srinivasan

Accounting and Management
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Related Work

    • March 2018
    • Faculty Research

    JOE & THE JUICE Crosses the Atlantic (with video links)

    By: Ethan Rouen and Suraj Srinivasan
    • November 2017 (Revised June 2019)
    • Faculty Research

    JOE & THE JUICE Crosses the Atlantic (with video link)

    By: Ethan Rouen and Suraj Srinivasan
Related Work
  • JOE & THE JUICE Crosses the Atlantic (with video links) By: Ethan Rouen and Suraj Srinivasan
  • JOE & THE JUICE Crosses the Atlantic (with video link) By: Ethan Rouen and Suraj Srinivasan
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