And how about the packaging? The iconic cow and Stonyfield Farm banner with the word "Organic" beneath it are highly recognizable—and enjoyed by many brand loyalists. Green Mountain Coffee Roasters ...

Eisenmann, Thomas R., Shikhar Ghosh, and James K. Sebenius. "Keurig: Confidential Information for Negotiation with Green Mountain Coffee Roasters." Harvard Business School Case 812-102, December 2011.