Global Marketing - Publications - Faculty & Research

September 1997
Case

Bayer AG (B)

Bayer's senior executives detail the communications challenge program that resulted from the company's reacquisition of its brand name and trademark cross, which gave Bayer one name worldwide for the first time since World War I. View Details

Keywords: Globalized Firms and Management; War; Acquisition; Trademarks; Brands and Branding; Communication Strategy; Biotechnology Industry; Pharmaceutical Industry; Germany

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Corporate Strategy Course - Project Resources

122, 183); text-decoration-line: none;">FactSet
A comprehensive platform used to screen M&A transactions, analyze financial data from global equity and fixed income markets, and public and... View Details

July 2022
Case

FIJI Water: Carbon Negative? (Abridged)

By: Michael W. Toffel, George Serafeim, Francesca Gino, Stephanie Van Sice and Tom Quinn

In the midst of increasing press scrutiny of the bottled water industry’s environmentally harmful practices, FIJI Water made a series of sustainability promises. The boldest of these was a pledge to go “carbon negative.” The company said that not only would they offset... View Details

Keywords: Carbon Footprint; Carbon Offsetting; Environmental Accounting; Climate Change; Environmental Sustainability; Pollution; Cross-Cultural and Cross-Border Issues; Misleading and Fraudulent Advertising; Non-Governmental Organizations; Brands and Branding; Food and Beverage Industry; Fiji; United States

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01 Sep 2010
News

Dean Nohria Looks Ahead

been living in an America-centric world in terms of business education and the conduct of business. The most important management practices were being developed at American companies. That’s changing. Although America will continue to be enormously important and a... View Details

Keywords: Roger Thompson

01 Oct 1998
News

Andresen Becomes First European and First Exec. Ed. Graduate to Endow HBS Professorship

an important bond between the United States and Europe, but it comes at a juncture when the School's involvement in global management education is growing. We are deeply grateful to Andreas and his wife, Mirjana, for their generosity."... View Details

25 Feb 2020
News

The Influence of Geography on Work and Innovation

Illustration by VectorStock As a doctoral student at HBS, Prithwiraj “Raj” Choudhury identified a little-studied phenomenon in innovation: Managers from emerging markets who migrated to the United States for jobs at multinational... View Details

Keywords: April White

28 Feb 2020
News

Kelly Campbell Named President of Hulu

and “This Is Us,” Hulu represents a critical piece of Disney’s streaming business, which also includes Disney+ and ESPN+. Campbell has been Hulu’s chief marketing officer since 2017. Before that, she spent a dozen years at Google, as... View Details

Keywords: Arts, Entertainment

Web

Digital Exhibits | Baker Library

stock market crash. An exhibition featuring selections from the collection provides further context for understanding the economic and social dimensions of the Bubble. Photography and Corporate Public Relations: The Case of U.S. Steel,... View Details

01 Sep 2017
News

The Biggest Industry You’ve Never Heard Of

professional esports players and amateur gamers streaming video game play. By year’s end, market analyst Newzoo forecasts, the online global esports audience will reach 385 million people with revenues of... View Details

Keywords: April White; illustration by Brian Stauffer; esports; Twitch; Performing Arts, Spectator Sports, and Related Industries; Arts, Entertainment

06 Feb 2014
Research & Ideas

The Art of American Advertising

compared with modern marketing techniques, the Reconstruction Era actually shared some advertising commonalities with the dot-com boom. "The rise of the Internet in the 1990s had an enormous impact on View Details

Keywords: by Carmen Nobel; Advertising

Web

Curriculum | MBA

internship in the second summer. A typical candidate will follow the sample schedule outlined below. MBA/MPP Year 1 Harvard Kennedy School Fall Term Resources, Incentives and Choices I: Markets and Market... View Details

01 Dec 2016
News

Alumni Books of 2016

goal: to help big-brand marketing leaders with everything from dealing with vendors to establishing a social brand identity to managing crucial conversations at every level of the organization. The New View Details

15 Jan 2019
First Look

New Research and Ideas, January 15, 2019

https://www.hbs.edu/faculty/Pages/item.aspx?num=55402 The Creation and Evolution of Entrepreneurial Public Markets By: Bernstein, Shai, Abhishek Dev, and Josh Lerner Abstract—This paper explores the creation and evolution of new stock... View Details

Keywords: Dina Gerdeman

26 Jun 2000
Research & Ideas

Presentation Round-Up

creation, production, delivery and use of the Web, as well as toward a service delivery infrastructure. Panelist Katie Burke (HBS MBA '95) noted Web-based e-mail as a good example of how and why software is turning into a service. Web-based e-mail has become extremely... View Details

Keywords: by Martha Lagace & Kenneth Liss; Technology; Communications; Telecommunications

02 Jan 2018
Research & Ideas

The Most Popular Stories and Research Papers of 2017

publishes summaries of working papers written by Harvard Business School faculty—along with links to the full text of those papers. Here are the five most downloaded working papers of 2017: Why and How Investors Use ESG Information: Evidence from a View Details

Keywords: by Sean Silverthorne

01 Mar 2019
News

INK: The Lessons of Blitzscaling

produces great results in some cases is that when there’s a winner-take-all or a winner-take-most market, the first company to achieve critical scale becomes the enduring market leader. It ends up becoming what we call a Glengarry Glen... View Details

Keywords: Jen McFarland Flint

01 Jun 2000
News

Q & A: Gustavo Herrero

persistent market imperfections -- the WTO has yet to make its mark, and industrialized countries have been slow to dismantle their protectionist schemes -- unemployment and current account deficits continue to be problems in many... View Details

Keywords: Garry Emmons

21 May 2016
News

Homegrown Heroes

a recent article. Five years later, with events in 11 countries, including Myanmar, Cambodia, Thailand, Indonesia, and China, Sityodtong oversees a sports media company with 90 percent regional market share and triple-digit percentage... View Details

01 Dec 2011
News

Faculty Research Online

HBS Cases: Lady Gaga What goes into creating the world’s largest pop star? Before her fame hit, Lady Gaga’s manager faced decisions that could have derailed the performer’s career. A new case by Associate Professor Anita Elberse examines the strategic View Details

Keywords: Performing Arts, Spectator Sports, and Related Industries; Arts, Entertainment; Hospitals; Health, Social Assistance

01 Mar 2012
News

How to Close the Health Gap

and Peter Singer (AMP 171, 2006) in their new book, The Grandest Challenge: Taking Life-Saving Science from Lab to Village (Doubleday Canada). Daar and Singer are professors at the University of Toronto and directors of the university’s McLaughlin-Rotman Centre for... View Details

Keywords: Sean Silverthorne; Ambulatory Health Care Services; Health, Social Assistance; Publishing Industries (except Internet); Information

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