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  • October 1997 (Revised November 2000)
  • Background Note

Note on Marketing Strategy

By: Robert J. Dolan
Describes the major elements of marketing strategy: the decisions to be made and the underlying analysis to support that decision making. View Details
Keywords: Marketing Strategy
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Dolan, Robert J. "Note on Marketing Strategy." Harvard Business School Background Note 598-061, October 1997. (Revised November 2000.)
  • April 2002
  • Background Note

Local Institutions and Global Strategy

By: Tarun Khanna
Explores how location affects a firm's strategy and identifies the different ways location affects industry structure, choice of a firm's position, and the sustainability of that position. The intellectual foundations lie in an appreciation of institutional economics.... View Details
Keywords: Global Range; Global Strategy; Product Positioning; Market Transactions; Industry Structures; Negotiation Deal; Organizational Design; Outcome or Result; Strategic Planning
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Khanna, Tarun. "Local Institutions and Global Strategy." Harvard Business School Background Note 702-475, April 2002.
  • 2004
  • Book

Global Strategy and Organization

By: Anil K. Gupta and Vijay Govindarajan
In the battle for global dominance, only those organizations that lead the ongoing globalization of their industries will succeed. That's why students need a strategic framework that they can apply in a global setting. View Details
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Gupta, Anil K., and Vijay Govindarajan. Global Strategy and Organization. Hoboken, NJ: John Wiley & Sons, 2004.
  • 18 Sep 2014
  • Working Paper Summaries

Institutional Strategies in Emerging Markets

Keywords: by Christopher Marquis & Mia Raynard
  • January–April 1996
  • Article

Implementing Marketing Strategy

By: Frank V. Cespedes
Keywords: Marketing; Strategy
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Cespedes, Frank V. "Implementing Marketing Strategy." Journal of Marketing Management 12, nos. 1-3 (January–April 1996): 135–160.
  • March 2008
  • Background Note

Marketing Input and Innovation Strategy

By: Elie Ofek
This note develops a framework for considering the challenges of incorporating marketing input when setting innovation strategy. The framework lays out the possible innovation opportunities a firm can entertain and describes how the customer knowledge gained from... View Details
Keywords: Customer Focus and Relationships; Innovation Strategy; Knowledge Use and Leverage; Marketing; Research; Competition
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Ofek, Elie. "Marketing Input and Innovation Strategy." Harvard Business School Background Note 508-090, March 2008.
  • 17 Jan 2012
  • News

An adviser for global strategy

    Redefining Global Strategy

     View Details
    • Web

    Global Strategies Programs

    • 2016
    • Case

    Africa Strategy of China Nonferrous Metal Mining Group

    By: F. Warren McFarlan, Jie Jiao, Dayong Yang and Shanshan Cao
    Founded in 1983, China Nonferrous Metal Mining (Group) Co., Ltd. ("CNMC") is one of the earliest and largest global Chinese nonferrous metal industrial enterprises. It has investments and projects in 27 countries and trade networks in nearly 100 countries with a... View Details
    Keywords: Cross-cultural Management; Global Strategy; Globalization; International Business; Strategy Management; Africa; China
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    McFarlan, F. Warren, Jie Jiao, Dayong Yang, and Shanshan Cao. "Africa Strategy of China Nonferrous Metal Mining Group." Tsinghua University Case, 2016.
    • 19 Nov 2016
    • News

    The Trump marketing strategy

    • Research Summary

    Rooting Marketing Strategy in Human Universals

    Localization strategies can be costly to implement while globalization strategies may fail to develop or create demand by stressing readily shared product features rather than shared needs. Thus the question: Is there, somewhere between the extremes of localization... View Details
    • 2014
    • Working Paper

    Institutional Strategies in Emerging Markets

    By: Christopher Marquis and Mia Raynard
    We review and integrate a wide range of literature that has examined the strategies by which organizations navigate institutionally diverse settings and capture rents outside of the marketplace. We synthesize this body of research under the umbrella term... View Details
    Keywords: Strategy; Organizations; Emerging Markets
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    Marquis, Christopher, and Mia Raynard. "Institutional Strategies in Emerging Markets." Harvard Business School Working Paper, No. 15-013, September 2014.
    • 1991
    • Book

    Global Marketing Management

    By: Robert D. Buzzell, John A. Quelch and Christopher A. Bartlett
    Keywords: Globalization; Marketing; Management
    Citation
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    Buzzell, Robert D., John A. Quelch, and Christopher A. Bartlett. Global Marketing Management. 2nd ed. Reading, MA: Addison-Wesley Publishing Company, 1991.
    • 1999
    • Book

    Global Marketing Management

    By: J. A. Quelch and C. A. Bartlett
    Keywords: Globalization; Marketing; Management
    Citation
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    Quelch, J. A., and C. A. Bartlett. Global Marketing Management. 4th ed. Reading, MA: Addison-Wesley Publishing Company, 1999.
    • August 1990
    • Case

    Giovanni Buton: International Marketing Strategy

    Describes the situation confronting Giovanni Buton, an Italian distiller and beverage distributor, in 1989. The market for distilled spirits was declining and the spirits industry was consolidating via mergers and acquisitions on a worldwide basis. "Global brands" such... View Details
    Keywords: Marketing Strategy; Globalized Markets and Industries; Manufacturing Industry; Food and Beverage Industry; Italy; European Union
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    Buzzell, Robert D. "Giovanni Buton: International Marketing Strategy." Harvard Business School Case 591-023, August 1990.
    • November 2006 (Revised December 2012)
    • Background Note

    Strategies Beyond the Market

    By: Felix Oberholzer-Gee and Dennis Yao
    Strategists are not alone in finding failing markets irresistible. Governments and social groups ranging from unions to the World Wildlife Fund also respond to market failures. Governments typically seek to fix failing markets, often with prescriptions of what... View Details
    Keywords: Markets; Failure; Strategy; Situation or Environment; Social Issues; Government and Politics; Corporate Social Responsibility and Impact
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    Oberholzer-Gee, Felix, and Dennis Yao. "Strategies Beyond the Market." Harvard Business School Background Note 707-469, November 2006. (Revised December 2012.)
    • March 2004 (Revised January 2008)
    • Case

    Samsung Electronics Company: Global Marketing Operations

    By: John A. Quelch
    Samsung's global marketing director is assessing how to build the global brand reputation of the company further and upgrade the company's worldwide brand image. To show how to build a global brand. View Details
    Keywords: Global Range; Globalized Firms and Management; Brands and Branding; Reputation
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    Quelch, John A., and Anna Harrington. "Samsung Electronics Company: Global Marketing Operations." Harvard Business School Case 504-051, March 2004. (Revised January 2008.)
    • May–June 1986
    • Article

    Customizing Global Marketing

    By: John A. Quelch and Edward J. Hoff
    Citation
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    Quelch, John A., and Edward J. Hoff. "Customizing Global Marketing." Harvard Business Review 64, no. 3 (May–June 1986): 59–68.
    • 2006
    • Book

    Global Marketing Management

    By: John A. Quelch and Christopher A. Bartlett
    Keywords: Marketing; Management
    Citation
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    Quelch, John A., and Christopher A. Bartlett. Global Marketing Management. 5th ed. Mason, OH.
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