Articles

The Real Story of the Fake Story of One of Europe's Most Charismatic CEOs

L. FRANCOIS, D. ROUZIES

Harvard Business Review

18 July 2018, vol. hbr.org/big-ideas

Departments: Marketing, GREGHEC (CNRS)

https://hbr.org/2018/07/the-real-story-of-the-fake-story-of-one-of-europes-most-charismatic-ceos


Laboratoires Berden had quite a run. Founded in 1996 by Eric Dumonpierre, who also served as CEO, Berden successfully commercialized Mutorex, a drug to treat obesity. Dumonpierre quickly became a star chief executive, winning several awards for corporate social responsibility. He invested in an all-hybrid vehicle fleet well before it was fashionable. He planted trees in and around Paris to stop deforestation. His employees loved him; they were given “solidarity leave” — full pay while on humanitarian missions, and he instituted a 32-hour workweek. Dumonpierre was celebrated at industry conferences and political forums, and was cited in the media


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