• George Serafeim


February 24, 2020, Opinion: "Pick up any Harvard Business School case study, the most widely used pedagogical tool by business schools around the world, and you will almost certainly see the word "performance". Most of the capital markets use this definition; it is no surprise, therefore, that corporate earnings and, as a result, stock prices are at record highs. At a large consumer packaged goods company, we found a -$9.7bn impact due to added sugar with adverse health effects and a positive impact of $1.5bn from nutritional whole grains.