Publications

June 2017
Case

AKB48: Going Global? (A)

By: Juan Alcácer, Kotaro Sasamoto, Tee Chayakul and Mayuka Yamazaki

After a remarkable success in Japan, the producer of the Japanese female singing group AKB48 evaluates market opportunities overseas for his artistic creation. This case introduces the business model behind the AKB48 concept and allows students to identify what... View Details

18 Oct 2017
Research & Ideas

How Economic Clusters Drive Globalization

suggests that economic clusters—usually used to explain development in local economies—have had a much wider impact on world economics than generally recognized. Harvard-Newcomen Fellow Valeria Giacomin calls clusters “the building blocks... View Details

Keywords: by Julia Hanna; Agriculture & Agribusiness

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

Web

Creating Brand Value - Course Catalog

managed? Under which conditions should a firm pursue a global branding strategy versus a portfolio of local brands? How can AI be leveraged to bring out the ‘art’ and ‘science’... View Details

01 Sep 2003
News

Globalization Revisited

strategy sessions and throughout the halls of academe. They have always sounded with particular resonance at HBS, where, at a two-day colloquium last May, some sixty academics and practitioners gathered to assess the status of View Details

Keywords: Garry Emmons; Colleges, Universities, and Professional Schools; Educational Services

December 2014 (Revised July 2016)
Case

HEINEKEN—Brewing a Better World

By: Forest L. Reinhardt, José Alvarez, Tonia Junker and Daniela Beyersdorfer

The Dutch company HEINEKEN, one of the leading global brewers known for its brands like Heineken, Amstel, and Desperados and for its award-winning marketing campaigns, seeks to closely integrate its long-term sustainability "Brewing a Better World" approach into its... View Details

Keywords: Beer/brewing Industry; Sustainability; Local Sourcing; Corporate Strategy; Global Strategy; Brands and Branding; Marketing Strategy; Supply Chain Management; Corporate Social Responsibility and Impact; Food and Beverage Industry

Web

Asia Pacific - Global

research, but a full range of MBA and Executive Education student programming. Through their ongoing work they have developed important links with governments, academic institutions, and corporations within a region that is assuming an increasingly vital role in the... View Details

12 Mar 2014
Research & Ideas

Entrepreneurship and Multinationals Drive Globalization

consumers who require increasingly nuanced mixtures of the global and the local in the brands they buy. In beauty, as in many other things, View Details

Keywords: by Sean Silverthorne; Beauty & Cosmetics; Manufacturing; Consumer Products; Pharmaceutical

Web

Latin America - Global

also identifies representative enterprises, ecosystem leaders, and local investors, offering a comprehensive view of the region’s efforts to build inclusive and sustainable development through social entrepreneurship. May 2025 (Revised... View Details

10 Jun 2002
Research & Ideas

How to Look at Globalization Now

interview with HBS Working Knowledge's Martha Lagace, he discusses what companies should bear in mind going forward.Lagace: People often equate globalization with the idea that globally standardized products... View Details

Keywords: by Martha Lagace

August 1997 (Revised March 1998)
Case

Unilever's Butter-Beater: Innovation for Global Diversity

By: Clayton M. Christensen and Jorg Zobel

Unilever, one of the world's largest food product manufacturers, has achieved impressive growth in Europe, primarily by acquiring local food companies. Initially Unilever allowed each acquired company to manage its own product development in a way that was tailored to... View Details

Keywords: Growth Management; Brands and Branding; Product Development; Mergers and Acquisitions; Local Range; Cross-Cultural and Cross-Border Issues; Marketing Strategy; Multinational Firms and Management; Innovation and Management; Food; Conflict Management; Food and Beverage Industry; Manufacturing Industry; Europe

16 Jun 2003
Research & Ideas

Researchers Contribute Globalization of Markets Papers

identities, and positions. By separating brand from product, this approach aims to highlight possible ways in which brand owners in international corporations can address the trade-off between View Details

Keywords: by Working Knowledge editors

Web

Online Creating Brand Value Course | HBS Online

Budweiser Brewing Group UK & Ireland Sharon MacLeod, Former Global Vice President, Dove Men+Care Show Hide Details Concepts The Evolution of Brand Meaning Over Time Extending View Details

20 Jul 2015
Research & Ideas

Globalization Hasn’t Killed the Manufacturing Cluster

embedded in the local network while also having access to global markets. It bridges the two worlds, helping the cluster maintain its competitive advantage. In one Brenta firm, skilled workers translate... View Details

Keywords: by Roberta Holland; Manufacturing; Apparel & Accessories; Fashion

01 Sep 2023
News

Global Outposts Expand HBS’s Intellectual Footprint

studies that highlight the opportunities and challenges facing business leaders and managers around the world, the School relies on the expertise and connections of staff members at HBS’s 18 global research outposts in 16 countries. Under... View Details

Keywords: Jennifer Gillespie

Web

Global Business Course | HBS Online

Your Free E-book Upskill Your Team, Transform Your Organization Whether you represent a large multinational corporation or a small local business, we have a solution for your learning and development needs. Learn More Our Difference View Details

27 May 2008
Sharpening Your Skills

Sharpening Your Skills: Thinking About Global

my foreign assests and resources be protected? Are Global Brands Effective? Why Global Brands Work Japanese automakers create single products and... View Details

Web

Global Opportunity Fellowship GO: AFRICA - Alumni

Careers Global Opportunity Fellowship GO: AFRICA Careers Global Opportunity Fellowship GO: AFRICA Supporting recent HBS graduates making a difference working in Africa. Thanks to generous alumni support, the... View Details

August 2022
Teaching Note

BTS & ARMY

By: Doug J. Chung and Kay R. Koo

Industry leaders must define a particular outcome of interest (i.e., an objective) to establish an organization’s strategy. BTS’s initial objective was to increase brand recognition and to acquire a solid fanbase. The proliferation of social network platforms... View Details

Keywords: Cultural Diversity; Brand Equity; Go-to-market Strategy; Social Network; Entertainment Industry; Brands and Branding; Customer Relationship Management; Consumer Behavior; Social and Collaborative Networks; Social Entrepreneurship; Digital Platforms; Digital Marketing; Music Industry