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- 21 Feb 2014
- News
The First Five Years: Evelyne White (MBA 2010)
Evelyne White Photo courtesy of Evelyne White What's the story behind Bookalokal? "I got the idea for Bookalokal in the summer of 2012. I'd been living in Brussels for a few years and hosting travelers. They all had similar questions about where to go, where to get a... View Details
- August 2021 (Revised March 2023)
- Technical Note
Crossing Borders and Cultures: Global Branding
By: Jill Avery and Michael Moynihan
Many of the world's most valuable brands are global in scope. They benefit from shared meanings, systems, and stories across markets, and much of their allure for consumers lies in their "global-ness." Creating value from global brands requires successfully managing... View Details
Keywords: Global Branding; Marketing; Brands and Branding; Globalized Markets and Industries; Supply and Industry; Cross-Cultural and Cross-Border Issues; Value Creation
Avery, Jill, and Michael Moynihan. "Crossing Borders and Cultures: Global Branding." Harvard Business School Technical Note 522-032, August 2021. (Revised March 2023.)