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      Global Marketing StrategyRemove Global Marketing Strategy →

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      • May 1986 (Revised October 1993)
      • Case

      Moet-Hennessy Group

      By: Malcolm S. Salter
      Presents the strategic and organizational problems of a venerable French firm pursuing product and financial diversification in an international context. View Details
      Keywords: Globalization; Product Marketing; Organizations; Diversification; France
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      Salter, Malcolm S. "Moet-Hennessy Group." Harvard Business School Case 386-191, May 1986. (Revised October 1993.)
      • May–June 1986
      • Article

      Customizing Global Marketing

      By: John A. Quelch and Edward J. Hoff
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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.
      • April 1986 (Revised May 1988)
      • Case

      Sun Microsystems, Inc. (B)

      By: Kim B. Clark
      Dissects the manufacturing process and procedures of a high-end computer manufacturer. The main issue is how to introduce new products and ramp them up quickly in a competitive environment where time-to-market is crucial. Focuses on engineering change orders--how they... View Details
      Keywords: Factories, Labs, and Plants; Time Management; Product Launch; Production; Business Processes; Competitive Strategy; Computer Industry
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      Clark, Kim B. "Sun Microsystems, Inc. (B)." Harvard Business School Case 686-134, April 1986. (Revised May 1988.)
      • April 1986 (Revised September 1993)
      • Case

      Sun Microsystems, Inc. (A)

      By: Steven C. Wheelwright
      Sun Microsystems managers must decide whether to launch a new product into manufacturing. Teaching objectives include: 1) an analysis of the competitive environment, 2) examination of technological choices, 3) understanding of the new product development process, and... View Details
      Keywords: Decision Choices and Conditions; Product Launch; Product Development; Production; Competitive Strategy; Computer Industry
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      Wheelwright, Steven C. "Sun Microsystems, Inc. (A)." Harvard Business School Case 686-133, April 1986. (Revised September 1993.)
      • Article

      The Strategic Role of International Marketing

      By: M. E. Porter
      Keywords: Strategy; Marketing
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      Porter, M. E. "The Strategic Role of International Marketing." Journal of Consumer Marketing 3, no. 2 (Spring 1986).
      • February 1986 (Revised November 1992)
      • Case

      Novo Industri A/S--1981

      By: W. Carl Kester and Glynn Ferguson
      This small but rapidly growing Danish biochemical company must choose among several financing opportunities that include a convertible Eurobond, a rights offering in Denmark and an issue of new common shares in the United States. The case involves a broad range of... View Details
      Keywords: Capital Markets; Cost of Capital; Bonds; Stock Shares; Financing and Loans; Globalization; Biotechnology Industry; Chemical Industry; Denmark; United States
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      Kester, W. Carl, and Glynn Ferguson. "Novo Industri A/S--1981." Harvard Business School Case 286-084, February 1986. (Revised November 1992.)
      • January 1986 (Revised December 1986)
      • Case

      Smartfood

      By: William A. Sahlman
      Contains a description of a major financing decision confronting the management and advisors of Smartfood, Inc., a company which hopes to market a cheese flavored popcorn product. The primary pedagogic objective is to teach students about matching the financing plan... View Details
      Keywords: Venture Capital; Financing and Loans; Financial Strategy; Corporate Entrepreneurship; Market Entry and Exit; Decision Choices and Conditions; Financial Management; Food and Beverage Industry
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      Sahlman, William A. "Smartfood." Harvard Business School Case 286-064, January 1986. (Revised December 1986.)
      • 1986
      • Chapter

      New and Old Multinationals: Competitors or Partners?

      By: L. T. Wells Jr.
      Keywords: Multinational Firms and Management; Competition; Partners and Partnerships
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      Wells, L. T., Jr. "New and Old Multinationals: Competitors or Partners?" In Multinationals of the South: New Actors in the International Economy, edited by Kushi M. Khan. London: Pinter Publishers, 1986. (Reprinted in Technology Development and Overseas Investment (Taipei: Macagno, Webb, & Associates, 1988), pp. 71-84.)
      • September 1985 (Revised July 2007)
      • Case

      Population Services International: The Social Marketing Project in Bangladesh

      By: V. Kasturi Rangan
      Population Services International (PSI) was a not-for-profit agency founded to disseminate family planning information and to market birth control products, primarily in less developed countries seeking to curb their population explosions. In 1976, PSI concluded an... View Details
      Keywords: Developing Countries and Economies; Health; Marketing Strategy; Social Marketing; Business and Government Relations; Nonprofit Organizations; Bangladesh
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      Rangan, V. Kasturi. "Population Services International: The Social Marketing Project in Bangladesh." Harvard Business School Case 586-013, September 1985. (Revised July 2007.)
      • June 1985
      • Case

      Henkel Group: Umbrella Branding and Globalization Decisions

      By: Robert J. Dolan
      Henkel's adhesive group is considering a major change in the international selling of its two major adhesives products for households. The proposed strategy is based on two concepts: umbrella branding and global standardization. View Details
      Keywords: Brands and Branding; Marketing Strategy; Globalization; Expansion; Consumer Products Industry
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      Dolan, Robert J. "Henkel Group: Umbrella Branding and Globalization Decisions." Harvard Business School Case 585-185, June 1985.
      • June 1985 (Revised April 1989)
      • Case

      Benetton (B)

      By: James L. Heskett
      The managing director of Benetton is faced with several issues concerning the adequacy of the company's organization to capitalize on the early success it has achieved in an important foreign market, the United States. Specifically, the case raises questions about... View Details
      Keywords: Organizational Structure; Global Strategy; Transition; Growth and Development Strategy; Success; Business Headquarters; Business Subsidiaries; Organizational Change and Adaptation; Business Growth and Maturation; United States; Italy
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      Heskett, James L. "Benetton (B)." Harvard Business School Case 685-020, June 1985. (Revised April 1989.)
      • 1985
      • Book

      U.S. Competitiveness in the World Economy

      By: Bruce R. Scott and George C. Lodge
      Keywords: Competition; Globalized Economies and Regions; United States
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      Scott, Bruce R. and George C. Lodge, eds. U.S. Competitiveness in the World Economy. Boston: Harvard Business School Press, 1985.
      • April 1985 (Revised August 1987)
      • Background Note

      Global Competition and MNC Managers

      By: Christopher A. Bartlett
      Keywords: Global Strategy
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      Bartlett, Christopher A. "Global Competition and MNC Managers." Harvard Business School Background Note 385-287, April 1985. (Revised August 1987.)
      • April 1985 (Revised September 1986)
      • Case

      CML Group, Inc.: Going Public (B)

      By: William A. Sahlman
      Contains a description of some issues confronting management of CML Group as the company progresses toward making an initial public offering. Among the issues and topics addressed in the case are: considerations in choosing an underwriting team, the initial public... View Details
      Keywords: Business or Company Management; Initial Public Offering; Financial Markets; Financial Strategy; Planning; Cost vs Benefits; Strategy; Entrepreneurship; Consumer Products Industry; Retail Industry
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      Sahlman, William A. "CML Group, Inc.: Going Public (B)." Harvard Business School Case 285-092, April 1985. (Revised September 1986.)
      • March 1985 (Revised August 1985)
      • Teaching Note

      Challenge Ahead: Economic Growth, Global Interdependence, and the New Competition, Teaching Note

      By: Richard S. Tedlow
      Keywords: Global Range; Competition
      Citation
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      Tedlow, Richard S. "Challenge Ahead: Economic Growth, Global Interdependence, and the New Competition, Teaching Note." Harvard Business School Teaching Note 385-292, March 1985. (Revised August 1985.)
      • February 1985 (Revised September 1988)
      • Case

      Komatsu Ltd.

      By: Christopher A. Bartlett
      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
      Keywords: Financial Crisis; Machinery and Machining; Price; Growth and Development; Brands and Branding; Product Development; Production; Competitive Strategy; Global Strategy; Manufacturing Industry; Agriculture and Agribusiness Industry; Industrial Products Industry
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      Bartlett, Christopher A. "Komatsu Ltd." Harvard Business School Case 385-277, February 1985. (Revised September 1988.)
      • February 1985 (Revised September 1988)
      • Case

      Caterpillar Tractor Co.

      By: Christopher A. Bartlett
      Describes the structure and evolution of the earth moving equipment industry worldwide in the post war era, particularly focusing on developments in the 1960s and 1970s. Describes Caterpillar's strategy in becoming the dominant worldwide competitor (industry market... View Details
      Keywords: Business Growth and Maturation; Business Strategy; Manufacturing Industry; Agriculture and Agribusiness Industry
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      Bartlett, Christopher A. "Caterpillar Tractor Co." Harvard Business School Case 385-276, February 1985. (Revised September 1988.)
      • January 1985
      • Background Note

      Winter Age of the Japanese Steel Industry

      By: Kim B. Clark
      Describes the situation facing the Japanese steel industry in 1984. Two strategies for coping with the world steel situation are presented: diversification and globalization. The actions of Nippon Steel and Nippon Kokan are used to illustrate these strategies. View Details
      Keywords: Globalization; Situation or Environment; Business Strategy; Diversification; Steel Industry; Japan
      Citation
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      Clark, Kim B. "Winter Age of the Japanese Steel Industry." Harvard Business School Background Note 685-050, January 1985.
      • January 1985 (Revised March 2003)
      • Case

      Conex do Brasil

      By: Christopher A. Bartlett and John Young
      Describes interactions between Brazilian local, Latin American regional, and USA headquarters staff during the three years after establishing a manufacturing subsidiary in Sao Paulo. In a highly protected national environment, a market entry plan is developed to meet... View Details
      Keywords: Cross-Cultural and Cross-Border Issues; Resignation and Termination; Goals and Objectives; Market Entry and Exit; Operations; Performance Expectations; Opportunities; Corporate Strategy; Latin America; United States; Brazil
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      Bartlett, Christopher A., and John Young. "Conex do Brasil." Harvard Business School Case 385-257, January 1985. (Revised March 2003.)
      • January 1985 (Revised November 1985)
      • Background Note

      Note on the Microcomputer Software Industry--January 1982

      By: William A. Sahlman
      Contains a history of the microcomputer software industry from the mid-1970s through early 1982. During that period growth was explosive. Many new companies were formed. However, the eventual structure of the industry was not yet clear. No truly dominant firms had... View Details
      Keywords: Industry Growth; Business Strategy; Software; Computer Industry
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      Sahlman, William A. "Note on the Microcomputer Software Industry--January 1982." Harvard Business School Background Note 285-095, January 1985. (Revised November 1985.)
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