Publications

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16 Jun 2003
Research & Ideas

Researchers Contribute Globalization of Markets Papers

in market outcomes." Rooting Marketing Strategy in Human Universals Global and local marketing efforts run at the opposite sides of the spectrum, and both "ignore crucial aspects of consumer... View Details

Keywords: by Working Knowledge editors

08 Apr 2010
Working Paper Summaries

Multinational Strategies and Developing Countries in Historical Perspective

Keywords: by Geoffrey Jones

Research Summary

Overview

A growing body of strategy and management literature emphasizes the importance of non-market strategy, not only as a stand-alone strategy but also as a part of integrated strategy in dealing with frequent regulatory change and political/regulatory actors and agencies.... View Details

Keywords: Non-market Strategy; Lobbying; Business ＆ Government Relations; Global Strategy; Institutions

February 2008 (Revised November 2008)
Case

Global Talent Management at Novartis

By: Jordan Siegel

This case tackles the topic of global talent management. It can be used to analyze the performance measurement, incentive, and talent development system used at a major multinational company. This case can also be used to analyze the extent to which this system should... View Details

Keywords: Talent and Talent Management; Developing Countries and Economies; Multinational Firms and Management; Performance Evaluation; Motivation and Incentives; Adaptation

23 Sep 2022
Research & Ideas

8 Strategies to Sustain Business Innovation

help leaders more successfully innovate and change in their industries as they parse mixed messages about the global economy, with rampant inflation wearing on consumers and investors preparing for recession. Productive Tensions covers... View Details

Keywords: by Lane Lambert

March 2004 (Revised November 2012)
Teaching Note

P&G Japan: The SK-II Globalization Project (TN)

By: Christopher A. Bartlett

Traces changes in P&G's international strategy and structure, culminating in Organization 2005, a reorganization that places strategic emphasis on product innovation rather than geographic expansion and shifts power from local subsidiary to global business management.... View Details

Keywords: Business Subsidiaries; Trade; Globalization; Global Strategy; Innovation Strategy; Business or Company Management; Beauty and Cosmetics Industry; Consumer Products Industry; Hong Kong; Japan; Taiwan; Europe

October 1997 (Revised March 1998)
Case

Komatsu Ltd.: Project G's Globalization

By: Christopher A. Bartlett

This case describes the major strategic and organizational transformation at Komatsu aimed at changing it from a Japan-based producer of construction equipment to a truly global company with the ability to leverage its groupwide portfolio of resources and capabilities... View Details

Keywords: Change Management; Construction; Asset Pricing; Investment Portfolio; Global Strategy; Leadership; Resource Allocation; Risk Management; Expansion; Manufacturing Industry; Japan

June 2011 (Revised May 2012)
Case

L'Oréal: Global Brand, Local Knowledge

By: Rebecca M. Henderson and Ryan Johnson

Worldwide, and in the U.S. marketplace in particular, the French cachet of L'Oréal was one of its most powerful marketing tools. However, with the opening up of emerging markets, L'Oréal had to cater to a diverse customer base: an aging population in the West, ethnic... View Details

Keywords: Globalization; Brands and Branding; Marketing Communications; Change Management; Sales; Emerging Markets; Segmentation; Innovation and Invention; Beauty and Cosmetics Industry; France; United States

16 Apr 2020
Research & Ideas

Has COVID-19 Broken the Global Value Chain?

The coronavirus pandemic has not only disrupted lives and businesses, it has illuminated underlying fragilities in the global value chain (GVC) that drives economies around the world. The smartphone you use many times daily is a product... View Details

Keywords: by Sean Silverthorne

November 2022 (Revised February 2024)
Case

The Globalization of Manchester City Football Group

By: Maria P. Roche, Tiona Zuzul, Exequiel Hernandez and Amy Klopfenstein

This case describes the efforts of City Football Group (CFG) to purchase Esporte Clube Bahia (Bahia), a Brazilian professional soccer club. CFG’s strategy was to acquire under-performing clubs worldwide, invest money in high-profile players, and improve the teams’... View Details

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

14 Feb 2017
Research & Ideas

A Strategy For Steady Leadership in an Unsteady World

presaged a world that is “volatile, uncertain, complex, and ambiguous” —VUCA, for short. VUCA describes perfectly what is happening in the global business world today. Business is not running as usual. Leaders must deal with growing... View Details

Keywords: by Bill George

October 2007
Case

Colgate Max Fresh: Global Brand Roll-Out

By: John A. Quelch

In February 2005, Nigel Burton, in his third year as president of global oral care at Colgate-Palmolive Company (CP), had every reason to feel optimistic. Worldwide market shares were strong and Colgate Max Fresh (CMF), a new toothpaste that had helped drive Colgate to... View Details

Keywords: Marketing Strategy; Product Launch; Global Strategy; Brands and Branding; Consumer Products Industry; Health Industry; China; Mexico

2017
Working Paper

Having an Opinion versus Knowing the Facts: Success Strategies among Men and Women in a Global Investment Bank

By: Alexandra C. Feldberg

2009
Chapter

Entrepreneurship and the History of Globalization

By: G. Jones and R. Daniel Wadhwani

In this article, we build on the recent efforts of scholars to reintroduce entrepreneurship into the research agenda of business historians. We examine the value and limitations of adapting recent social scientific theories and methods on entrepreneurship to research... View Details

Keywords: History; Multinational Firms and Management; Resource Allocation; Research; Entrepreneurship; Cognition and Thinking; Growth and Development Strategy

21 Jun 2010
Research & Ideas

Strategy and Execution for Emerging Markets

also shows how nontransferable certain business ideas are when you take them to contexts without key institutions. In fact, part of Vizio's global strategy is to only go to those markets where Costco is... View Details

Keywords: by Martha Lagace

08 Dec 2014
Research & Ideas

A Manager’s Guide to International Strategy

multinational firms, then a framework for how to craft an international strategy that creates shareholder value, Collis provides students and new managers with an integrated perspective on international strategy, drawing on earlier work... View Details

Keywords: by Julia Hanna

March 2015
Case

Unilever: Combatting Global Food Waste

By: David F. Drake, Janice H. Hammond and Matthew G. Preble

The global consumer goods company Unilever was on pace to hit a number of aggressive targets by 2020 as part of the Unilever Sustainable Living Project, including a goal to halve the waste associated with the disposal of its products. Unilever's chief supply chain... View Details

May 2022 (Revised June 2022)
Case

Proposing to Redesign a Global Investment Bank

By: David G. Fubini

A major, NYC-based, global investment bank is looking to rethink its Systems strategy amid a rapidly evolving digital landscape. Your firm has served the client across most of its major geographies on a range of substantial Systems and IT efforts, but is facing... View Details

Keywords: Consulting; Professional Services; Business and Stakeholder Relations; Digital Strategy; Presentations; Competitive Strategy; Consulting Industry; New York (city, NY)