Publications

SSRN

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January 1993 (Revised November 1995)
Case

AXA: The Global Insurance Company

Claude Bebear, the CEO of AXA, the tenth-largest insurer in Europe, has just completed an acquisition of the Equitable, the seventh-largest insurer in the United States. As part of his strategy to make AXA the first truly global insurance company, Bebear is considering... View Details

Keywords: Market Entry and Exit; Insurance; Global Strategy; Acquisition; Insurance Industry; Asia; North America; Europe

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2014
Working Paper

The Global Agglomeration of Multinational Firms

By: Laura Alfaro and Maggie Chen

The explosion of multinational activities in recent decades is rapidly transforming the global landscape of industrial production. But are the emerging clusters of multinational production the rule or the exception? What drives the offshore agglomeration of... View Details

Keywords: Geographic Location; Multinational Firms and Management; Globalized Markets and Industries; Market Entry and Exit; Industry Clusters

SSRN

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April 2005 (Revised February 2006)
Case

L'Oreal and the Globalization of American Beauty

By: Geoffrey G. Jones, David Kiron, Vincent Dessain and Anders Sjoman

Examines L'Oreal's acquisition of leading U.S. cosmetics brands, including Maybelline, Redken, and Kiehl's, and their subsequent renewal and globalization. Reviews the history of L'Oreal, now the world's largest cosmetics company, from its origins in France in 1907.... View Details

Keywords: Management; Corporate Strategy; Problems and Challenges; Brands and Branding; Business History; Globalization; Acquisition; Beauty and Cosmetics Industry; Consumer Products Industry; France; United States

21 Oct 2011
Working Paper Summaries

Market Interest in Nonfinancial Information

Keywords: by Robert G. Eccles, Michael P. Krzus & George Serafeim

May 2013 (Revised October 2014)
Case

Novartis: Leading a Global Enterprise

By: William W. George, Krishna G. Palepu and Carin-Isabel Knoop

Novartis, the world's leading healthcare company, was formed in 1996 out of a merger of two very different, mid-tier Switzerland-based pharma companies. The case traces the company's evolution over the past 17 years, as it transformed into a truly global enterprise... View Details

Keywords: Multinational Firms and Management; Talent and Talent Management; Organizational Structure; Organizational Culture; Success; Globalized Markets and Industries; Management Teams; Change Management; Business History; Mergers and Acquisitions; Global Strategy; Health Care and Treatment; Pharmaceutical Industry; Health Industry; Switzerland

June 2015
Case

Ethiopia: An Emerging Market Opportunity?

By: John A. Quelch and Sunru Yong

This case centers on the potential and challenges of entering an emerging market. It provides a brief overview of the Ethiopian market, market reforms and policies, and the business environment faced by foreign companies. Three multinational businesses, CareCo, ShoeCo,... View Details

Keywords: Multinational Firms and Management; Emerging Markets; Foreign Direct Investment; Ethiopia

November 2014
Article

The Global Agglomeration of Multinational Firms

By: Laura Alfaro and Maggie Xiaoyang Chen

The explosion of multinational activities in recent decades is rapidly transforming the global landscape of industrial production. But are the emerging clusters of multinational production the rule or the exception? What drives the offshore agglomeration of... View Details

Keywords: Agglomeration; Agglomeration Economies; Multinational Firms and Management; Manufacturing Industry

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June 2024 (Revised October 2024)
Teaching Note

FARM Rio: Bringing a Brazilian Fashion Brand to the World

By: Isamar Troncoso and Jill Avery

Teaching Note for HBS Case No. 524-003. View Details

Keywords: Global Marketing; Go-to-market Strategy; Global Branding; Brand Positioning; Marketing; Brands and Branding; Marketing Strategy; Product Positioning; Fashion Industry

August 2009
Case

Global Wine War 2009: New World versus Old

By: Christopher A. Bartlett

The case contrasts the tradition-bound Old World wine industry with the market-oriented New World producers, the battle for the US market, the most desirable export target in 2009 due to its large, fast-growing, high-priced market segments. The case allows analysis of... View Details

Keywords: Trade; Global Strategy; Governing Rules, Regulations, and Reforms; Consumer Behavior; Market Entry and Exit; Competition; Food and Beverage Industry

September 1993 (Revised June 2009)
Case

Mary Kay Cosmetics: Asian Market Entry (A)

By: John A. Quelch

In February 1993, Curran Dandurand, senior vice president of Mary Kay Cosmetics Inc.'s global marketing group, was reflecting on the company's international operations. Mary Kay Cosmetics Inc. products had been sold outside the United States for over 15 years, but by... View Details

Keywords: Globalized Firms and Management; Market Entry and Exit; Operations; Sales; Beauty and Cosmetics Industry; Asia

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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September 2020 (Revised February 2023)
Teaching Note

Uber: Competing Globally

By: Alexander J. MacKay

Teaching Note for HBS Case No. 720-404. View Details

Keywords: Business Ventures; Business Growth and Maturation; Business Model; Geography; Geographic Location; Geographic Scope; Global Strategy; Globalization; Multinational Firms and Management; Globalized Markets and Industries; Governance; Governance Controls; Governing Rules, Regulations, and Reforms; Innovation and Invention; Disruptive Innovation; Innovation Strategy; Law; Management; Growth and Development; Growth Management; Markets; Demand and Consumers; Consumer Behavior; Network Effects; Emerging Markets; Market Design; Market Entry and Exit; Market Participation; Supply and Industry; Industry Structures; Planning; Strategic Planning; Relationships; Business and Community Relations; Business and Government Relations; Business and Stakeholder Relations; Labor and Management Relations; Networks; Adaptation; Strategy; Business Strategy; Competition; Competitive Advantage; Competitive Strategy; Expansion; Information Technology; Mobile and Wireless Technology; Digital Platforms; Transportation Networks; Transportation; Transportation Industry; Technology Industry; Africa; Ghana; Asia; China; Shanghai; Shanghai Shi; India; New Delhi; Europe; United Kingdom; London; England; Latin America; North and Central America; United States; New York (city, NY); New York (state, US); South America; Colombia

Research Summary

David and Goliath: Entering the Global Arena

By: Christopher A. Bartlett

This project involves a study of companies as they expand into the global competitive arena for the first time. In its first stage, it is focusing on companies from non-OECD countries as they deal with "the liability of origin" in their expansion into world markets... View Details

2014
Chapter

The Language of Global Management

By: Tsedal Neeley

Over the last two decades, organizations seeking global expansion have been mandating an English lingua franca, or common language to facilitate global collaboration regardless of the country location of their headquarters. This article explains why stipulating a... View Details

Keywords: Language; Lingua Franca; Networks; Governance; Information Technology; Management; Ethics; Emerging Markets; Innovation and Invention

June 2005
Background Note

Overview of the Japanese Apparel Market

By: Rajiv Lal and Arar Han

Provides an overview of the Japanese apparel market, which was a 13.1 trillion yen industry in 2003, reflecting 5.5% year-over-year shrinkage since 1997, when retailers logged 17.5 trillion yen in sales. Compared to their global counterparts, Japanese apparel shoppers... View Details

Keywords: Trends; Financial Crisis; Trade; Emerging Markets; Sales; Luxury; Competition; Segmentation; Apparel and Accessories Industry; Fashion Industry; Asia; China; Japan; Korean Peninsula