Global Brands - Publications - Faculty & Research

27 Aug 2013
First Look

First Look: August 27

Evidence from the Global Smartphone Market By: Paik, Yongwook, and Feng Zhu Abstract—We examine how patent wars affect firm strategy. We hypothesize that, as patent wars intensify, firms shift their business foci to markets with weak... View Details

Keywords: Sean Silverthorne

27 Nov 2000
Research & Ideas

The Dynamics of Standing Still: Firestone Tire & Rubber and the Radial Revolution

independent. "Firestone's historical excellence and disastrous response to global competition and technological innovation," writes Sull, "posed a paradox for industry observers: Why had the industry's best managed company... View Details

Keywords: by Donald N. Sull; Manufacturing; Transportation

26 Mar 2013
First Look

First Look: March 26

managers' self-interest and, expanding on Friedman, managers' ethical duty. We provide a framework for future research to explore and develop these arguments. Download the paper: http://ssrn.com/abstract=2231526 Entrepreneurs, Firms and View Details

Keywords: Sean Silverthorne

10 Sep 2020
Research & Ideas

The COVID Two-Step for Leaders: Protect and Pivot

[This is the fifth installment in a monthly series on management issues in the time of COVID-19.] We have asked approximately 600 CEOs to share with us the most pressing challenges that are keeping them awake at night in the midst of the View Details

Keywords: by Boris Groysberg and Katherine Connolly Baden

03 May 2010
Research & Ideas

What Is the Future of MBA Education?

economics and political system. Datar: MBAs need to understand what it means to be a general manager in a global world and the differences in institutions, norms, cultures, and legal frameworks. It would be fascinating, for example, to... View Details

Keywords: by Martha Lagace; Education

27 Oct 2002
Research & Ideas

Want a Happy Customer? Coordinate Sales and Marketing

service lines, market segments, and competitive positioning. Marketing did the thinking, managed the brand and consumer franchise in consumer goods companies, and provided support to the sales force. In this simpler world, sales did the... View Details

Keywords: by Benson Shapiro

30 Apr 2001
Research & Ideas

Big Companies, Big Opportunities—Big Questions

for corporate groups in Latin America from working within protected economies and industries to being completely open to the global economy," he said. "We're going to have to be much more entrepreneurial than we were in the... View Details

Keywords: by Julie Jette

02 Jun 2003
Research & Ideas

Why Have Marketers Ignored America’s Man-of-Action Hero?

should manage their corporate brands. The idea is that a significant part of the value of MNC brands comes from the inferences that consumers draw from their global reach. This idea makes intuitive sense to... View Details

Keywords: by Manda Salls

04 Apr 2008
What Do You Think?

Who Owns Intellectual Property?

remarkable results. But whose work is it? Who owns the result? While pondering these questions, I visited the website of the branding consultancy Wolff Olins, responsible for creating the branding for (RED),... View Details

Keywords: by Jim Heskett

09 Jun 2015
Sharpening Your Skills

Sharpening Your Skills: Social Media

into creating the world's largest pop star? A case study by Anita Elberse examines the strategic marketing choices that created a global brand. To Read More: ARTICLES Advertisers Get Serious About Playing With Their View Details

Keywords: Re: Multiple Faculty; Advertising

29 Oct 2007
HBS Case

Marketing Maria: Managing the Athlete Endorsement

is it a global business? Anita Elberse: The sports marketing industry, covering everything from television rights to endorsements, sponsorships, and merchandising, is an important sector and growing rapidly. In its View Details

Keywords: by Sarah Jane Gilbert; Sports

06 Mar 2006
Research & Ideas

Winners and Losers at the Olympics

they want their brands associated with the Olympic movement, the Olympic logo, and the worldwide footprint the Games make in the global economy. John Hancock, for example, will continue to leverage that... View Details

Keywords: Re: Stephen A. Greyser; Consumer Products; Entertainment & Recreation; Sports

05 Sep 2006
Research & Ideas

HBS Cases: Porsche’s Risky Roll on an SUV

turnaround—form the basis for a terrific debate on the importance of brand and location, according to Jeffrey Fear, an associate professor, and Carin-Isabel Knoop, executive director of the HBS Global... View Details

Keywords: by Martha Lagace; Auto; Manufacturing

07 Aug 2012
Research & Ideas

Off and Running: Professors Comment on Olympics

of the American Marketing Association's 2010 Sports Marketing Lifetime Achievement Award. The power of "The Rings"—the brand power of the Olympics—derives from the global recognition of the five... View Details

Keywords: Re: Multiple Faculty; Sports

22 Sep 2003
Research & Ideas

When Protestors Knock at Your Door

As globalization trends increase, so does the ability of non-governmental organizations such as Greenpeace, Oxfam International, and the World Wildlife Fund to shape public and corporate policy on everything from human rights to labor... View Details

Keywords: by Cynthia Churchwell

16 Feb 2004
Research & Ideas

Marketing Wine to the World

"The Changing Structure of the Global Wine Industry," won the Best Paper award at the 2003 European Applied Business Research Conference. Roberto recently shared his thoughts on wine for HBS Working Knowledge in an e-mail... View Details

Keywords: by Manda Salls; Consumer Products; Entertainment & Recreation; Food & Beverage

10 Jul 2000
Research & Ideas

Privatization and the New European Economy

"Privatization and the Role of the Governments in a Global Economy," the prime candidates for state-run operations clustered around five sectors of the European economy— transportation, telecommunications, financial services,... View Details

Keywords: by James E. Aisner; Air Transportation; Transportation

January 2011
Supplement

John Smith, CEO BBC Worldwide, Remarks to AMP, October 2007

By: John A. Quelch

BBC Worldwide CEO, John Smith addresses AMP participants in October 2007. View Details

Keywords: Global Strategy; Globalized Markets and Industries; Brands and Branding; Marketing Strategy; Media and Broadcasting Industry; United Kingdom

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July 1993 (Revised June 2000)
Case

Harlequin Romances-Poland (A)

By: John A. Quelch

Harlequin Enterprises, the world's leading publisher of series romances, has been particularly successful in Poland. The case explores some of the challenges/opportunities of doing business in Eastern Europe and the marketing mix elements necessary for success. View Details

Keywords: Globalized Firms and Management; Brands and Branding; Publishing Industry; Poland

Citation

Educators

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