Global Marketing - Publications - Faculty & Research

1993
Chapter

Marketing Strategies to Attract Foreign Investment

Keywords: Marketing Strategy; Foreign Direct Investment; Globalized Economies and Regions; Trade

01 Dec 2001
News

Corporate Governance Conference Addresses Global Challenges

governance, discussed in a presentation by HBS professor Krishna G. Palepu and associate professor Tarun Khanna. They suggested that the need to compete in global product and labor markets actually preceded... View Details

Keywords: Laura Singleton; Colleges, Universities, and Professional Schools; Educational Services; Corporate, Subsidiary, and Regional Managing Offices; Management

08 Aug 2022
HBS Case

Building an 'ARMY' of Fans: Marketing Lessons from K-Pop Sensation BTS

attend the Korean cultural festival KCON. RM remarked, “It was the first time we had such a huge crowd. Apparently, KCON 2014 LA was the starting point of our US fanbase.” Days after KCON ended, BTS released Dark & Wild, which sold over 100,000 copies that year. A... View Details

Keywords: by Shalene Gupta; Media & Broadcasting; Music

January 8, 2010
Other Article

Multinational Firms, Agglomeration, and Global Networks

By: Laura Alfaro and Maggie Chen

Agglomeration effects are important but difficult to measure. This column uses a new database with precise geographical information to investigate the locational interdependence of multinational firms. Knowledge spillovers and capital- and labour-market externalities... View Details

Keywords: Geographic Location; Business Subsidiaries; Industry Clusters; Multinational Firms and Management; Network Effects

Citation

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10 Feb 2001
Lecture

The Global Marketplace: Cultures in Collision

By: Lynn S. Paine

Keywords: Cross-Cultural and Cross-Border Issues; Globalized Markets and Industries

Citation

May 2010
Case

CEIBS: A Global Business School Made in China

By: John A. Quelch

In 2009, just 15 years after it was founded, the China Europe International Business School (CEIBS) has achieved the remarkable 8th position in the Financial Times Global MBA rankings. The case describes the short history of the school and the reasons for its success.... View Details

Keywords: Product Positioning; Quality; Business History; Competitive Advantage; Business Education; Global Strategy; Growth and Development Strategy; Education Industry; China

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29 May 2009
Research Event

Business Summit: Introduction to the Future of Market Capitalism

research project exploring the views of global business leaders and HBS faculty on what might threaten the world's economic progress. The spread of market capitalism around the world over the past 100 years... View Details

Keywords: Re: Joseph L. Bower

01 Mar 2007
News

The Plight of the Global Poor

global poverty for some time. They believe that in pursuing its own self-interest in opening and expanding the BOP market, business can make a profit while serving the poorest of consumers and contributing to development. As Rangan... View Details

Keywords: Garry Emmons; bottom of the pyramid (BOP); Colleges, Universities, and Professional Schools; Educational Services; Social Assistance; Health, Social Assistance

16 Apr 1999
Conference Presentation

Corporate Integrity in the Global Marketplace

By: Lynn S. Paine

Keywords: Globalized Markets and Industries; Trust; Organizations

Citation

Web

In the News - Creating Emerging Markets

Harvard's Creating Emerging Markets Project HBS Professor Geoffrey Jones provides insights on the evolution of business leadership as part of Columbia University's Center for Sustainable Investment's Emerging View Details

October 1995 (Revised January 1998)
Case

Heineken N.V.: Global Branding and Advertising

By: John A. Quelch

Heineken managers are evaluating the results of the research projects designed to identify the values of the Heineken brand and to translate these into effective advertising messages. View Details

Keywords: Value; Advertising Campaigns; Globalization; Brands and Branding; Food and Beverage Industry

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Fall 2017
Article

The Alternative Business History: Business in Emerging Markets

By: Gareth Austin, Carlos Davila and Geoffrey Jones

This article suggests that the business history of emerging markets should be seen as an alternative business history rather than merely adding new settings to explore established core debates. The discipline of business history evolved around the corporate strategies... View Details

Keywords: Globalization; History; Philanthropy and Charitable Giving; Developing Countries and Economies; Business History; Asia; Latin America; Africa

Citation

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01 Sep 2008
News

Is Market Capitalism Headed for Trouble?

In June, Professor Joe Bower (with fellow HBS professors Dutch Leonard, David Moss, and Lynn Paine) led an HBS faculty colloquium on “The Future of Market Capitalism.” The Bulletin spoke with Bower shortly after the event. BOWER: On the... View Details

Keywords: Garry Emmons; Colleges, Universities, and Professional Schools; Educational Services; Management, Scientific, and Technical Consulting Services; Professional Services

15 Nov 2020
News

Global Outposts Expand HBS’s Intellectual Footprint

Professor Senior Associate Dean for International Development Research Center Highlights The following highlights illustrate the breadth of HBS’s global activities before and during the pandemic. Africa Research Center The Africa Research... View Details

01 Aug 2008
Research & Ideas

Does Market Capitalism Have a Future?

In June, Professor Joe Bower (with fellow HBS professors Dutch Leonard, David Moss, and Lynn Paine) led an HBS faculty colloquium on "The Future of Market Capitalism." The HBS Alumni Bulletin spoke with Bower shortly after the... View Details

Keywords: by Garry Emmons

June 2004 (Revised May 2005)
Case

World Vision International's AIDS Initiative: Challenging a Global Partnership

By: Christopher A. Bartlett and Daniel F. Curran

After 25 years of building a network of interdependent, national organizations delivering relief and development that are responsive to local needs, World Vision's International office is planning to implement a major global HIV/AIDS initiative that challenges the... View Details

Keywords: Change Management; Decision Choices and Conditions; Globalized Markets and Industries; Governing and Advisory Boards; Management Systems; Networks; Partners and Partnerships; Welfare; Adaptation

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05 Oct 2014
News

SEC’s new rules give US money market funds a floating feeling

March 2006 (Revised April 2009)
Case

Tecsis: A Global Cleantech Venture Based in Brazil

Bento Koike, founder and CEO of Tecsis Ltda., is facing a number of important decisions. With ups and downs typical of self-funded start-ups, Tecsis has grown to about 1,500 people and over $50 million in revenues with one major customer. Tecsis, located in Brazil, is... View Details

Keywords: Globalized Firms and Management; Cost vs Benefits; Diversification; Emerging Markets; Entrepreneurship; Environmental Sustainability; Volatility; Green Technology Industry; Brazil; United States

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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