Publications
Publications
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- 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
- February 5, 2009
- Comment
In Praise of Marketing
By: John A. Quelch
Many dismiss marketing as manipulative, deceptive, and intrusive. Marketing, they argue, focuses too much of our attention on material consumption. More recently, Benjamin Barber, in his 2007 book Consumed, claims that marketing is "sucking up the air from every other... View Details
Keywords: Marketing; Consumer Loyalty; Local Vs. Global Branding; Multi-national Brands; Misleading and Fraudulent Advertising; Customer Value and Value Chain; Customer Satisfaction; Globalized Economies and Regions; Cross-Cultural and Cross-Border Issues; Multinational Firms and Management; Globalized Markets and Industries; Brands and Branding; Marketing Communications; Marketing Strategy; Product Positioning
- November 2008
- Article
Winning the Race for Talent in Emerging Markets
By: Douglas A. Ready, Linda A. Hill and Jay A. Conger
"This war for talent is like nothing we've ever seen before," write the authors, who have spent decades studying talent management and leadership development. Recently they interviewed executives at more than 20 global companies to identify strategies for attracting... View Details
- January 2008 (Revised December 2011)
- Case
Inner Mongolia Yili Group: China's Pioneering Dairy Brand
By: Regina M. Abrami, William C. Kirby, F. Warren McFarlan and Tracy Yuen Manty
Setting up the goal to become one of the top 20 enterprises in the world dairy industry by 2010, the Inner Mongolia Yili Group had ambitious plans. As one of China's biggest national dairy companies, its main challenge was competing as a local company against... View Details
- 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
- May 2006 (Revised June 2006)
- Case
Icebreaker: The China Entry Decision
By: Joseph B. Lassiter III and Dan Heath
Jeremy Moon, CEO of Icebreaker, maker of merino-fiber activewear, thinks about the strengths and weaknesses of staying focused on his rapidly expanding U.S. and European markets vs. broadening his attack to include China. If he enters China, should he continue his... View Details
- March 2004 (Revised November 2012)
- Teaching Note
P&G Japan: The SK-II Globalization Project (TN)
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
- March 2003 (Revised March 2004)
- Case
P&G Japan: The SK-II Globalization Project
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
- December 1999 (Revised October 2003)
- Case
BRL Hardy: Globalizing an Australian Wine Company
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
- December 1998
- Supplement
An Interview with Zhang Ruimin, CEO, Haier Group, Video
By: Lynn S. Paine and Jennifer Benqing
Zhang Ruimin, founder and CEO of China's Haier Group, must decide whether to acquire Red Star Electric Appliance Co., an insolvent local manufacturer of washing machines. Although Haier, slated to become one of China's first global brand names, has successfully turned... View Details
- March 1998 (Revised July 2001)
- Case
Haier Group, The (A)
By: Lynn S. Paine and Robert J. Crawford
Zhang Ruimin, founder and CEO of China's Haier Group, must decide whether to acquire Red Star Electric Appliance Co., an insolvent local manufacturer of washing machines. Although Haier, slated to become one of China's first global brand names, has successfully turned... View Details
- February 1985 (Revised September 1988)
- Case
Komatsu Ltd.
Reviews and updates the structure and characteristics of the earth-moving equipment industry presented in the companion case, Caterpillar Tractor Co. After revealing that CAT has suffered major financial losses during the period from 1981 through 1984, the case... View Details