Publications

2017
Book

Global Marketing Management: A Casebook

By: John A. Quelch

During the last quarter century, international business was shaken by a revolution in global competition unlike any previously experienced. As companies move through the twenty-first century, they need to be aware of the range of powerful, dynamic, and often... View Details

Keywords: Marketing; Management; Globalization; Competitive Strategy

November – December 2008
Article

Holding a Mirror up to Marketing

By: John A. Quelch and Katherine Jocz

The Dove campaign addressed a common concern that crossed cultural boundaries. Confronted by standard visual stereotypes of beauty in the global media, many young women develop self-image and self-esteem problems. The Dove Real Beauty campaign rejected these narrow... View Details

Keywords: Marketing; Advertising Campaigns; Welfare; Diversity; Emotions; Government and Politics

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2014
Working Paper

Institutional Strategies in Emerging Markets

By: Christopher Marquis and Mia Raynard

We review and integrate a wide range of literature that has examined the strategies by which organizations navigate institutionally diverse settings and capture rents outside of the marketplace. We synthesize this body of research under the umbrella term... View Details

Keywords: Strategy; Organizations; Emerging Markets

SSRN

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25 Aug 2022
News

Open Market

culturally relevant as art or music—and why the retail investor is woefully misunderstood. You’ve been at Robinhood now for three-and-a-half years. How has the organization evolved in that time? The mission is the same—to democratize... View Details

Keywords: Dan Morrell; illustration by Keith Negley; Securities, Commodities, and Other Financial Investments; Finance

07 Jan 2002
Research & Ideas

How Marketing Can Reduce Worldwide Poverty

stakeholders, have your voice articulated. In the end you might not get everything you desire. But I come to you, I talk to you, I find out. The technique I might use will differ from culture to culture. There are all kinds of View Details

Keywords: by Martha Lagace

24 Feb 2015
News

Culture Clash: Silicon Valley vs. the U.S. Government

2021
Working Paper

Spiritual Philanthropy in Emerging Markets

By: Valeria Giacomin and G. Jones

This working paper discusses the ethics and drivers of philanthropic foundations in emerging markets. A foundation organizes assets to invest in philanthropic initiatives. Previous scholarship has largely focused on developed countries, especially the United States,... View Details

Keywords: Foundations; Philanthropy; Business Leaders; Spirituality; Philanthropy and Charitable Giving; Emerging Markets; Ethics; Values and Beliefs

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December 1999
Case

Sun Microsystems, Inc. (A5): Solaris 7: Rich Green on Product Strategy and Culture Change

By: Rosabeth M. Kanter and Jane Roessner

Solaris, Sun Microsystems' version of the UNIX operating system, was an amorphous collection of capabilities that had accumulated over the years, a product the company vaguely wished it could market and sell better. Developing and marketing Solaris 7 would help... View Details

Keywords: Digital Platforms; Applications and Software; Organizational Change and Adaptation; Product Positioning; Growth and Development Strategy; Organizational Culture; Success; Change; Diversification; Technology Industry; Computer Industry

June 2014
Case

Riverview Law: Applying Business Sense to the Legal Market

By: Heidi K. Gardner and Silvia Hodges Silverstein

Riverview Law, run like a business rather than a traditional law firm, wants to expand its unconventional concept from the UK to the US. The firm's approach includes performing all legal work for annual fixed-price contracts, using data and analytics to advise clients... View Details

Keywords: Strategy; Professional Services; Disruptive Innovation; Law Firms; Client Service; Culture; Recruiting; Management; Professional Services Firms; Business Model; Legal Services Industry; United Kingdom; United States

21 Sep 2023
Blog Post

Hands-on Learning About Global Markets

saw the cultural differences while developing marketing concepts for Ellie Care, a technology platform based in Buenos Aires providing health and emergency-response monitoring that enables seniors 65+ to... View Details

August 2009 (Revised August 2010)
Case

Slanket: Responding to Snuggie's Market Entry

By: John A. Deighton and Leora Kornfeld

How does a pioneer in a new product category deal with the runaway success of a follower? Can search engine marketing and social media help? In 2008 Slanket CEO, Gary Clegg, found that his product, a blanket with sleeves, had been eclipsed by The Snuggie, another... View Details

Keywords: Digital Marketing; Brands and Branding; Product Launch; Market Entry and Exit; Social and Collaborative Networks; Internet and the Web

01 Nov 1999
Research & Ideas

Companies, Cultures and the Transformation to the Transnational

The influence of a nation's history, infrastructure, and culture permeates all aspects of life within the country, including the norms, values, and behaviors of managers in its national companies. Nationally influenced behavioral... View Details

Keywords: by Christopher A. Bartlett & Sumantra Ghoshal

June 2019
Case

The National Museum of African American History and Culture and Lonnie Bunch

By: Steven Rogers and Derrick Jackson

Lonnie Bunch creates the National Museum of African American History and Culture (NMAAHC) with only half the federal support given to the first 17 Smithsonian historical or zoological institutions. Bunch, to borrow from the African American experience of creating “a... View Details

Keywords: Museums; Fundraising; Arts; Buildings and Facilities; Ethnicity; Philanthropy and Charitable Giving; Strategy; Marketing; Success; Leadership; Entrepreneurship

18 Sep 2014
Working Paper Summaries

Institutional Strategies in Emerging Markets

Keywords: by Christopher Marquis & Mia Raynard

Web

Interviews - Creating Emerging Markets

Interviews The Creating Emerging Markets interview archive forms a permanent and unique resource held in Harvard Business School’s Baker Library. Each interview page includes the transcript, associated video clips and supporting resources... View Details

02 Jun 2003
Research & Ideas

Why Have Marketers Ignored America’s Man-of-Action Hero?

Douglas B. Holt says brand managers have little appreciation for how myths in American culture can be used to create "extraordinary" brand-building opportunities. In this e-mail interview, Holt discusses a recent working paper... View Details

Keywords: by Manda Salls

03 Feb 2003
Research & Ideas

Homeland Security: A Ready-made Market

government are mysterious, he added—the making of laws and sausages are two activities better left behind closed doors. The CIA can talk to the INS, but there are policy issues that affect the speed of adopting new systems.— Mark Hogan, BEA Government Systems The View Details

Keywords: by Julia Hanna; Service

May 2012
Case

Evergreen Natural Markets 2012

By: Rosabeth M. Kanter and Paul S. Myers

Evergreen Natural Markets is a successful food retailer located in the Rocky Mountain region of the U.S. Having grown through acquisition, it has a reputation for improving the companies it purchases while retaining previous management. This strategy has succeeded due... View Details

Keywords: United States; Operating Systems; Acquisitions; Strategy; Human Resource Management; Consolidations; Retail Trade; Food; Growth Management; Organizational Culture; Consolidation; Acquisition; Business Processes; Retail Industry; Food and Beverage Industry; Las Vegas; Western United States