Publications

08 Aug 2011
Research & Ideas

The Death of the Global Manager

When Transnational Management was first published in 1992, the world was a different place. "The global economy was radically restructuring in the wake of an era of accelerating globalization in the... View Details

Keywords: by Julia Hanna

February 1999
Case

Tektronix, Inc.: Global ERP Implementation

By: Robert D. Austin, Richard L. Nolan, George Francis Westerman III and Mark J. Cotteleer

Reviews Tektronix's implementation of an Enterprise Resource Planning (ERP) solution in all three of its global business divisions. This case tells the story of three implementations, each with its own character and requirements. Tektronix managers needed to... View Details

Keywords: Business Model; Transformation; Globalized Markets and Industries; Information Management; Management Skills; Management Style; Strategic Planning; Problems and Challenges; Electronics Industry

Web

Marketing - Faculty & Research

use information and make choices and how these choices affect the firm's strategy for new product development, customer relationship management, branding and other marketing efforts. We examine issues related to branding, business... View Details

September 2017 (Revised February 2018)
Case

Becton Dickinson: Global Health Strategy

By: Mark R. Kramer and Sarah Mehta

Becton, Dickinson and Company (BD) was a medical technology firm headquartered in Franklin Lakes, New Jersey, with 43,000 employees and 2016 revenues of $12.5 billion. For several years, the company had pursued developing products that created shared value, defined as... View Details

Keywords: Shared Value; Creating Shared Value; Odon Device; Medical Technology; Value Creation; Values and Beliefs; Philanthropy and Charitable Giving; Health; Health Care and Treatment; Health Testing and Trials; Emerging Markets; Social Issues; Competitive Strategy; Medical Devices and Supplies Industry; Africa; Asia; Middle East

June 1991 (Revised May 2002)
Case

Barco Projection Systems (A): Worldwide Niche Marketing

Deals with the issue of niche marketing in a worldwide market. Barco Projection Systems makes video, data, and graphics projectors for the industrial market. They have traditionally been the performance leader. In August 1989, Sony Corp. introduced a higher performance... View Details

Keywords: Competition; Globalized Markets and Industries; Product Marketing; Consumer Products Industry; Electronics Industry

February 2008 (Revised April 2010)
Case

The Globalization of East Asian Pop Music

By: Jordan Siegel and Yi Kwan Chu

This case on the globalization of East Asian pop music is useful for teaching concepts of regional business strategy and also of cultural arbitrage. Music companies in the case must examine why certain markets are clearly more profitable than others. They must also... View Details

Keywords: Profit; Globalization; Cross-Cultural and Cross-Border Issues; Business Strategy; Expansion; Music Industry; East Asia

29 Oct 2007
HBS Case

Marketing Maria: Managing the Athlete Endorsement

is it a global business? Anita Elberse: The sports marketing industry, covering everything from television rights to endorsements, sponsorships, and merchandising, is an important sector and growing rapidly.... View Details

Keywords: by Sarah Jane Gilbert; Sports

December 1999 (Revised October 2003)
Case

BRL Hardy: Globalizing an Australian Wine Company

By: Christopher A. Bartlett

Two new product launch decisions face Christopher Carson, managing director of BRL Hardy, Europe. Responsible for the European operations of a major Australian wine company, Carson has begun to globalize his strategy beyond selling the parent company's wines. After a... View Details

Keywords: Global Strategy; Joint Ventures; Product Launch; Brands and Branding; Competitive Strategy; Business Subsidiaries; Negotiation Style; Food and Beverage Industry

March 2009 (Revised June 2012)
Case

Denmark: Globalization and the Welfare State

By: Arthur A. Daemmrich and Benjamin Kramarz

This case describes how Denmark has balanced the impacts of globalization, including outsourcing and movement of labor, with its social welfare offerings. Reforms implemented during the past two decades drove down unemployment, promoted new company formation, and put... View Details

Keywords: Macroeconomics; Trade; Globalized Economies and Regions; Governing Rules, Regulations, and Reforms; Job Cuts and Outsourcing; Employment; Welfare or Wellbeing; Denmark

16 Apr 2009
Working Paper Summaries

Gray Markets and Multinational Transfer Pricing

Keywords: by Romana L. Autrey & Francesco Bova

November 2023
Case

Riiid: Scaling AI Educational Services Globally

By: John Jong-Hyun Kim, Nancy Dai and Ruru Hoong

This article explores the definition and evolution of AI, its applications in education, and the role of AI, particularly in K-12 education. It discusses the founding of Riiid, an AI-driven educational technology company, and its journey in the education sector, with a... View Details

Keywords: AI and Machine Learning; Economic Sectors; Technological Innovation; Education Industry; South Korea; Asia

2023
Working Paper

Global Supply Chains: The Looming 'Great Reallocation'

By: Laura Alfaro and Davin Chor

Global supply chains have come under unprecedented stress as a result of U.S.-China trade tensions, the COVID-19 pandemic, and geopolitical shocks. We document shifts in the pattern of U.S. participation in global value chains over the last four decades, in terms of... View Details

Keywords: Supply Chain; International Relations; Trade; Globalized Markets and Industries

Read Now

January 2010 (Revised October 2010)
Case

Colombia: Strong Fundamentals, Global Risk

By: Aldo Musacchio, Richard H. K. Vietor, Jonathan Schlefer and Carolina Camacho

By mid-2009 Colombian President Alvaro Uribe had ended decades of virtual civil war and strengthened the business climate, but he faced tough economic challenges. Though he had instituted prominent market reforms and brought inflation down sharply, Colombia seemed... View Details

Keywords: Developing Countries and Economies; Economic Growth; Macroeconomics; Trade; Global Strategy; Infrastructure; Business and Government Relations; Colombia

2009
Working Paper

Gray Markets and Multinational Transfer Pricing

By: Romana L. Autrey and Francesco Bova

Gray markets arise when a manufacturer's products are sold outside of its authorized channels, for instance when goods designated for a foreign market are resold domestically. One method multinationals use to combat gray markets is to increase internal transfer prices... View Details

Keywords: Price; Multinational Firms and Management; Demand and Consumers; Distribution Channels; Business and Government Relations; Sales; Competitive Strategy

Read Now

October 2008
Background Note

Note on the Global Wind Industry

By: Richard H. K. Vietor and Juliana Seminerio

This note provides background information on the global wind industry and is meant to accompany HBS cases "The Suzlon Edge" (708-051); "Cape Wind: Offshore Wind Energy in the USA" (708-022); and "Supergrid" (707-016). View Details

Keywords: Renewable Energy; Globalized Markets and Industries; Energy Industry

August 2017
Case

RoboTech: Storming into the U.S. Market

By: Christopher A. Bartlett, Rachel Gordon and John J. Lafkas

This case describes the challenges facing the CEO of a small, Singapore-based industrial robotics company that decides to diversify away from its core industrial robot business by leveraging its expertise into the medical-devices industry. It launches an innovative... View Details

Keywords: Market Entry and Exit; Diversification; Product Launch; Competitive Strategy; Globalized Firms and Management; Medical Devices and Supplies Industry; Technology Industry; Singapore; United States