Publications

December 2013
Teaching Note

Coffee Wars in India: Café Coffee Day Takes On the Global Brands

By: David B. Yoffie

Keywords: Coffee; Competition; Brands and Branding; Food and Beverage Industry; India

May 2012 (Revised October 2012)
Case

Yum! Brands

By: Jordan Siegel and Christopher Poliquin

Yum!, the owner of KFC, Pizza Hut, and Taco Bell, asks what might be the lessons from its success in China for currently contemplated expansion into India and Africa. Also, the company contemplates whether Taco Bell can succeed abroad as part of a new expansion push.... View Details

Keywords: International Business; International Marketing; Global Strategy; Competitive Strategy; Food and Beverage Industry; United States; Europe; Australia; Africa; Asia

13 Mar 2005
Research & Ideas

The Tricky Business of Nonprofit Brands

Are brand management issues faced by a powerful for-profit company such as Toyota the same as those navigated by an international non-government organization (NGO) such as the Red Cross? Yes and no. In their new book, The New View Details

Keywords: by Manda Salls

Article

The Country Effect: Leveraging the Origin of a Brand for the Global Markets

By: Rohit Deshpandé

Keywords: Brands and Branding; Markets

Find at Harvard

01 Sep 2003
News

The Levitt Brand

colleague, interviewed Levitt for a special video presentation shown at the The Globalization of Markets colloquium. Noting that in 1983 Levitt’s HBR article had “created a firestorm of debate,” Greyser asked him to recall its impact at... View Details

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

01 Sep 2008
News

The Levitt Brand

Globalization of Markets” (1983). With nearly 900,000 reprints sold to date, “Marketing Myopia” posed a question that reverberates nearly fifty years later: “What business are you really in?” “An industry begins with the customer and his... View Details

Keywords: Julia Hanna; Colleges, Universities, and Professional Schools; Educational Services

29 Oct 2000
Research & Ideas

Building a Powerful Prestige Brand

Lauder, founded Estée Lauder Cosmetics. By the time she retired from public life in the mid-1990s, this company had become one of the largest cosmetics manufacturers in the world and was recognized as one of the leading players in the View Details

Keywords: by Nancy F. Koehn; Beauty & Cosmetics; Consumer Products; Retail

May 4, 2003
Article

As the Global Brands Retrench, a New Force Is Gathering in the East

By: John Quelch

January 2017 (Revised February 2018)
Case

Godiva Japan: Think Local, Scale Global

By: Rohit Deshpandé, Esel Cekin and Akiko Kanno

This case tracks Jerome Chouchan’s strategies and execution for a successful turnaround of Godiva Japan’s operations, which were experiencing a decline in sales when he became the managing director of the company in 2010. Through various initiatives and innovations,... View Details

April 2014 (Revised July 2017)
Case

The Park Hotels: Revitalizing an Iconic Indian Brand

By: Jill Avery and Chekitan S. Dev

Priya Paul, chairperson of The Park Hotels, an award-winning portfolio of thirteen boutique hotels scattered across India, was in the midst of a brand revitalization program. Landor Associates, a leading brand consultancy had identified three areas of concern: the... View Details

Keywords: Organizational Change and Adaptation; Product Positioning; Competition; Brands and Branding; Accommodations Industry; India

10 Sep 2012
HBS Case

HBS Cases: Branding Yoga

Owner/President Management Program, with plenty of lessons about branding and competitive strategy. Two Paths In Branding Yoga, cowritten with HBS Global Research Group... View Details

Keywords: by Kim Girard; Entertainment & Recreation

26 Sep 2014
News

How to market brand Beyoncé

March 2004 (Revised January 2008)
Case

Samsung Electronics Company: Global Marketing Operations

By: John A. Quelch

Samsung's global marketing director is assessing how to build the global brand reputation of the company further and upgrade the company's worldwide brand image. To show how to build a global brand. View Details

Keywords: Global Range; Globalized Firms and Management; Brands and Branding; Reputation

21 Apr 2003
Research & Ideas

Will American Brands Be a Casualty of War?

overseas backlash against U.S. goods? A: Long before the Iraq conflict, the triumphal tone of America's global march set off a backlash. Brands such as McDonald's, Starbucks, and The Gap have become targets... View Details

Keywords: by Sean Silverthorne

04 May 2009
Research & Ideas

What’s Next for the Big Financial Brands

valuable brands list. The rival 2008 Interbrand ranking of the top 100 global brands included 13 financial services brands. Citi appeared on both lists. Today, with its View Details

Keywords: by John Quelch; Banking; Financial Services

February 5, 2009
Comment

In Praise of Marketing

By: John A. Quelch

Many dismiss marketing as manipulative, deceptive, and intrusive. Marketing, they argue, focuses too much of our attention on material consumption. More recently, Benjamin Barber, in his 2007 book Consumed, claims that marketing is "sucking up the air from every other... View Details

Keywords: Marketing; Consumer Loyalty; Local Vs. Global Branding; Multi-national Brands; Misleading and Fraudulent Advertising; Customer Value and Value Chain; Customer Satisfaction; Globalized Economies and Regions; Cross-Cultural and Cross-Border Issues; Multinational Firms and Management; Globalized Markets and Industries; Brands and Branding; Marketing Communications; Marketing Strategy; Product Positioning