Publications

December 1992
Case

BASF: Corporate Advertising for 1992

By: Stephen A. Greyser and Norman Klein

Describes BASF's corporate advertising program in the United States. In 1992, BASF's U.S. companies extended an existing corporate advertising campaign to continue to build awareness of the German-based multinational's corporate identity. The core theme of the campaign... View Details

Keywords: Advertising Campaigns; Marketing Communications; Brands and Branding; Marketing Strategy; Multinational Firms and Management; Corporate Strategy; Consumer Products Industry; United States; Germany

04 Nov 2014
First Look

First Look: November 4

deontological option) were more likely to suppress their emotional expressions. In Studies 2a, 2b, and 3, we instruct participants to either regulate their emotions, using one of two different strategies (reappraisal vs. suppression), or... View Details

Keywords: Sean Silverthorne

11 Jun 2013
First Look

First Look: June 11

on location choices. However, industries with a significant presence of multinational enterprises (MNEs) are oligopolistic in nature, which suggests that rivalry among firms plays an important role in firms' dynamic decision-making... View Details

Keywords: Carmen Nobel

03 May 2011
First Look

First Look: May 3

Business Review 89, no. 5 (May 2011) Abstract Although there's ample research to guide marketers in naming new products, little of it has addressed follow-on offerings, even though these make up the bulk of new products in many industries. Companies have two basic... View Details

Keywords: Sean Silverthorne

May 2003 (Revised May 2009)
Case

ZARA: Fast Fashion

Focuses on Inditex, an apparel retailer from Spain, which has set up an extremely quick response system for its ZARA chain. Instead of predicting months before a season starts what women will want to wear, ZARA observes what's selling and what's not and continuously... View Details

Keywords: Organizational Change and Adaptation; Multinational Firms and Management; Competitive Advantage; Manufacturing Industry; Apparel and Accessories Industry; Retail Industry; Spain

24 Feb 2015
First Look

First Look: February 24

Marquis, Sergey Filippov, Henk-Jan Haasnoot, and Martijn van der Steen Abstract—This study investigates the role of national and organizational culture in day-to-day activities of multinational project teams, specifically focusing on... View Details

Keywords: Sean Silverthorne

May 2021
Teaching Note

From Globalization to Dual Digital Transformation: CEO Thierry Breton Leading Atos Into 'Digital Shockwaves'

By: Tsedal Neeley

Teaching Note for HBS Case Nos. 419-027 and 419-046. Thierry Breton, chairman and CEO of IT company Atos, faces a pivotal juncture. After spending eight intense years scaling the company globally to over 100,000 employees in 70 countries, he sees digital shockwaves... View Details

Keywords: Multinational Firms and Management; Transformation; Strategy; Disruption; Employees; Competency and Skills; Training; Organizational Culture; Digital Transformation; Information Technology Industry

16 Oct 2007
First Look

First Look: October 16, 2007

Dewey, wait for the scheduled auction with several interested publishers, or pull out of the race? Allows for an in-depth examination of new-product acquisition, development, and launch strategies in the context of the book publishing... View Details

Keywords: Sean Silverthorne

30 Oct 2006
First Look

First Look: October 31, 2006

productivity externalities in the host country generated by foreign multinational companies. We propose a mechanism that emphasizes the role of local financial markets in enabling foreign direct investment (FDI) to promote growth through... View Details

Keywords: Sean Silverthorne

08 Oct 2013
First Look

First Look: October 8

fundamental business model has not changed in more than 100 years: very smart outsiders go into organizations for a finite period of time and recommend solutions for the most difficult problems confronting their clients. But at traditional strategy-consulting firms,... View Details

Keywords: Sean Silverthorne

March 1997 (Revised April 2011)
Case

Gillette Singapore: Managing Global Business Integration on the Ground (A)

By: Rosabeth M. Kanter and Thomas Dretler

The general manager of Gillette Singapore faces issues of managing change during the company's global integration with Parker Pen. View Details

Keywords: Mergers and Acquisitions; Change Management; Multinational Firms and Management; Integration; Retail Industry; Singapore

24 Jul 2012
First Look

First Look: July 24

Change Authors:Chonnikarn Fern Jira and Michael W. Toffel Abstract Suppliers are increasingly being asked to share information about their vulnerability to climate change and their strategies to reduce greenhouse gas emissions. They vary... View Details

Keywords: Sean Silverthorne

22 Aug 2017
First Look

First Look at New Research and Ideas, August 23

forthcoming Handbook of Structural Transformation Location Fundamentals, Agglomeration Economies, and the Geography of Multinational Firms By: Alfaro, Laura, and Maggie Xiaoyang Chen Abstract—Multinationals exhibit distinct agglomeration... View Details

Keywords: Sean Silverthorne

10 Jan 2005
Research & Ideas

Motivation and the Cross-Sector Alliance

philanthropy, later incorporating such ideas into their organizational vision and values. Mexico's Bimbo Group provides a clear example; this world leader in the food industry, a multinational corporation with operations in 16 countries,... View Details

Keywords: by James Austin, Ezequiel Reficco & SEKN research team

11 Jan 2000
Lessons from the Classroom

New Game, New Rules: Developing Managers for a Competitive World

are the first to learn of changing customer needs, first to see competitors' marketing strategies in action, and first to encounter new regulatory initiatives. Top management increasingly relies on the ability of its geographically and... View Details

Keywords: by Staff

12 Aug 2002
Op-Ed

Using Big Business to Fight Poverty

result of such despondency, children are not encouraged to go to school; many fail to attend at all or drop out early. Yet many multinational corporations, while undertaking their regular profit-making activities, have managed to change... View Details

Keywords: by George C. Lodge

October 2013
Supplement

Dongfeng Nissan's Venucia (C)

By: Forest Reinhardt, Mayuka Yamazaki and G.A. Donovan

The (A) case describes the launch of a new passenger vehicle in China, produced jointly by Nissan of Japan and by Chinese automaker Dongfeng. Early sales results following the April 2012 launch were disappointing and the joint venture's managers had to decide how to... View Details

Keywords: China; Japan; Environment; Sustainability; Cross-cultural/cross-border; Competitive Strategy; Product Launch; Global Strategy; Multinational Firms and Management; Crisis Management; Cross-Cultural and Cross-Border Issues; Auto Industry; China; Japan

29 Oct 2008
Research & Ideas

The Next Marketing Challenge: Selling to ’Simplifiers’

more goods as their net worth increases. Their increasing reluctance to consume will dampen expected demand growth in developed economies further and therefore slow economic recovery, requiring consumer-goods multinationals to further... View Details

Keywords: by John Quelch; Retail; Consumer Products; Entertainment & Recreation

November 1990 (Revised September 1991)
Case

The Transformation of IBM

By: Andrall E. Pearson and David B. Yoffie

John Akers, IBM's chairman, must confront how to transform a $60 billion, full line, global computer company that is the leader in every market it serves, yet losing share across the board. The case explores senior management's perspective on the process of... View Details

Keywords: Organizational Change and Adaptation; Transformation; Corporate Strategy; Adoption; Management Teams; Information Infrastructure; Information Technology; Multinational Firms and Management; Computer Industry