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  • 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
Keywords: Brand Building; Brand Extension; Culture-based Products; Global Products; Differentiation; Intellectual Property; International Business; Local Products; Strategy; Value Capture; Market Entry and Exit; Music Entertainment; Business Model; Global Strategy; Global Range; Brands and Branding; Value Creation; Expansion; Music Industry; Japan; China; Indonesia; Taiwan; Philippines; Thailand; South Korea
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  • 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
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  • 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
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  • 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
  • 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
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  • 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
  • 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
  • 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
  • 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
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  • June 2013 (Revised January 2016)
  • Case

Château Margaux: Launching the Third Wine

By: Elie Ofek and Eric E. Vogt
Château Margaux, one of only five prestigious estates in the Bordeaux Medoc wine region to have been classified as a "first-growth", is facing a host of strategic decisions in early 2013. Up until this point the estate had been selling two red wines, a first wine whose... View Details
Keywords: New Product Launch; Marketing Plan; Brand Management; Go To Market Strategy; Channels Of Distribution; Wine Industry; Marketing Strategy; Distribution Channels; Product Launch; Brands and Branding; Agriculture and Agribusiness Industry; Food and Beverage Industry; France
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  • January 2018 (Revised October 2021)
  • Case

Château Margaux: Launching the Third Wine (Abridged)

By: Elie Ofek
Château Margaux, one of only five prestigious estates in the Bordeaux Medoc wine region to have been classified as a "first-growth", is facing a host of strategic decisions in early 2013. Up until this point the estate had been selling two red wines, a first wine whose... View Details
Keywords: New Product Launch; Marketing Plan; Brand Management; Go To Market Strategy; Channels Of Distribution; Wine Industry; Marketing Strategy; Distribution Channels; Product Launch; Brands and Branding; Agriculture and Agribusiness Industry; Food and Beverage Industry; France
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  • June 2017
  • Case

Harmonie Water: Refreshing the World Naturally

By: John A. Quelch and John L. Teopaco
The marketing director of Harmonie Mineral Water—the second-best selling bottled water in the world—is using findings from two project studies to assess how to establish a global brand identity for Harmonie via television advertising. He must decide what product... View Details
Keywords: Brands and Branding; Advertising; Marketing Communications; Global Strategy; Food and Beverage Industry
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  • September 2015 (Revised March 2017)
  • Case

Château Margaux (Abridged)

By: Elie Ofek, Eric E. Vogt and Robert J. Dolan
Château Margaux, one of only five prestigious estates in the Bordeaux Medoc wine region to have been classified as a "first-growth", is facing a host of strategic decisions in early 2013. Up until this point the estate had been selling two red wines, a first wine whose... View Details
Keywords: New Product Launch; Marketing Plan; Brand Management; Go To Market Strategy; Channels Of Distribution; Wine Industry; Marketing; Brands and Branding; Marketing Strategy; Distribution Channels; Product Launch; Agriculture and Agribusiness Industry; Food and Beverage Industry; France
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  • September 2001 (Revised June 2003)
  • Case

Henkel KGaA: Detergents Division

Henkel has to decide whether to replace its strong local detergent brands in Italy and Spain with its leading international brand, Persil. It faces pressure from retailers for international brand standardization. Its competitors, including P&G and Unilever, are... View Details
Keywords: Globalized Markets and Industries; Brands and Branding; Consumer Products Industry; Italy; Spain
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  • Summer 2014
  • Article

Taiwan's PC Industry, 1976–2010: The Evolution of Organizational Capabilities

By: Howard H. Yu and Willy C. Shih
The stellar growth of Taiwan's personal computer (PC) industry over the past three decades represents a paradox. Participating in the global production system, local firms in Taiwan grew in association with established firms in the West. Despite their technical... View Details
Keywords: Personal Computer; PC; PC Industry; Taiwan PC Industry; Taiwan PC Manufacturers; Innovation and Invention; Innovation and Management; Innovation Strategy; Growth and Development; Growth and Development Strategy; Growth Management; Industry Clusters; Industry Growth; Industry Structures; Information Technology; Technological Innovation; Mobile Technology; Information Technology Industry; Taiwan
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  • September 1998
  • Case

McDonald's: International Expansion Strategy

By: Gary W. Loveman and Sabina M. Ciminero
James Cantalupo, CEO of McDonald's International, and top management have a few months to decide how the McDonald's brand should be transferred into India. Faced with the challenges presented by the Indian market--80% of Indians are Hindus and cherish cows as sacred... View Details
Keywords: Globalized Firms and Management; Expansion; Brands and Branding; Strategy; Cross-Cultural and Cross-Border Issues; Service Industry; Food and Beverage Industry; United States; India
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  • February 2005 (Revised April 2011)
  • Case

Haier's U.S. Refrigerator Strategy

By: Pankaj Ghemawat, Thomas M. Hout and Jordan I. Siegel
Haier, the first Chinese consumer durable brand in the United States, succeeded in the compact refrigerator, freezer, and air conditioner markets and then built a U.S. factory to enter the full-size market. Issues include the value of a local entrepreneur to the Asian... View Details
Keywords: Factories, Labs, and Plants; Global Strategy; Growth and Development Strategy; Brands and Branding; Market Entry and Exit; Competitive Strategy; Consumer Products Industry; China; United States
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  • 17 Jun 2011
  • HBS Case

KFC’s Explosive Growth in China

restaurant company in mainland China. The case describes how Yum! China succeeded and expanded by staying local on many levels. It keeps close ties to the Chinese government, hires local management, sources... View Details
Keywords: by Maggie Starvish; Food & Beverage

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