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  • All HBS Web  (11,508)
    • People  (11)
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    • Events  (22)
    • Multimedia  (79)
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    Strategies for Two-Sided Markets

    Many blockbuster products and services that have redefined the global business landscape are built around platforms that tie together two distinct groups of users in a network. Examples include credit cards that link consumers and merchants; operating systems that... View Details

    • 2017
    • Book

    Global Marketing Management: A Casebook

    By: John A. Quelch

    During the last quarter century, international business was shaken by a revolution in global competition unlike any previously experienced. As companies move through the twenty-first century, they need to be aware of the range of powerful, dynamic, and often... View Details

    Keywords: Marketing; Management; Globalization; Competitive Strategy
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    Quelch, John A. Global Marketing Management: A Casebook. 6th ed. Redding, CA: BVT Publishing, 2017.
    • August 1990
    • Case

    Giovanni Buton: International Marketing Strategy

    Describes the situation confronting Giovanni Buton, an Italian distiller and beverage distributor, in 1989. The market for distilled spirits was declining and the spirits industry was consolidating via mergers and acquisitions on a worldwide basis. "Global brands" such... View Details
    Keywords: Marketing Strategy; Globalized Markets and Industries; Manufacturing Industry; Food and Beverage Industry; Italy; European Union
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    Buzzell, Robert D. "Giovanni Buton: International Marketing Strategy." Harvard Business School Case 591-023, August 1990.
    • September 2017 (Revised February 2018)
    • Case

    Becton Dickinson: Global Health Strategy

    By: Mark R. Kramer and Sarah Mehta
    Becton, Dickinson and Company (BD) was a medical technology firm headquartered in Franklin Lakes, New Jersey, with 43,000 employees and 2016 revenues of $12.5 billion. For several years, the company had pursued developing products that created shared value, defined as... View Details
    Keywords: Shared Value; Creating Shared Value; Odon Device; Medical Technology; Value Creation; Values and Beliefs; Philanthropy and Charitable Giving; Health; Health Care and Treatment; Health Testing and Trials; Emerging Markets; Social Issues; Competitive Strategy; Medical Devices and Supplies Industry; Africa; Asia; Middle East
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    Kramer, Mark R., and Sarah Mehta. "Becton Dickinson: Global Health Strategy." Harvard Business School Case 718-406, September 2017. (Revised February 2018.)
    • May 2009 (Revised January 2011)
    • Case

    Enel: Power, Russia, and Global Markets

    By: Rawi E. Abdelal, Richard H.K. Vietor and Sogomon Tarontsi
    Although the global trend toward liberalization of electric utilities forced Enel, the largest power company in Italy, to give up some of its assets in its home base, it also opened up many opportunities abroad, including in Russia, one of the largest electricity... View Details
    Keywords: Mergers and Acquisitions; Energy Generation; Foreign Direct Investment; Global Strategy; Globalized Firms and Management; Globalized Markets and Industries; Business and Government Relations; Utilities Industry; Russia; Italy
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    Abdelal, Rawi E., Richard H.K. Vietor, and Sogomon Tarontsi. "Enel: Power, Russia, and Global Markets." Harvard Business School Case 709-046, May 2009. (Revised January 2011.)
    • 16 Jun 2003
    • Research & Ideas

    Researchers Contribute Globalization of Markets Papers

    in market outcomes." Rooting Marketing Strategy in Human Universals Global and local marketing efforts run at... View Details
    Keywords: by Working Knowledge editors
    • September 2009
    • Article

    Labor Market Institutions and Global Strategic Adaptation: Evidence from Lincoln Electric

    By: Jordan I. Siegel and Barbara Zepp Larson
    Although one of the central questions in the global strategy field is how multinational firms successfully navigate multiple and often conflicting institutional environments, we know relatively little about the effect of conflicting labor market institutions on... View Details
    Keywords: Institutions; Labor Market; Complementarity; Global Strategy; Multinational Firms and Management; Governing Rules, Regulations, and Reforms; Labor Unions; Laws and Statutes; Operations; Organizational Change and Adaptation; Manufacturing Industry
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    Siegel, Jordan I., and Barbara Zepp Larson. "Labor Market Institutions and Global Strategic Adaptation: Evidence from Lincoln Electric." Management Science 55, no. 9 (September 2009): 1527–1546. (Although one of the central questions in the global strategy field is how multinational firms successfully navigate multiple and often conflicting institutional environments, we know relatively little about the effect of conflicting labor market institutions on multinational firms' strategic choice and operating performance. With its decision to invest in manufacturing operations in nearly every one of the world's largest welding markets, Lincoln Electric offers us a quasi-experiment. We leverage a unique data set covering 1996–2006 that combines data on each host country's labor market institutions with data on each subsidiary's strategic choices and historical operating performance. We find that Lincoln Electric performed significantly better in countries with labor laws and regulations supporting manufacturers' interests and in countries that allowed the free use of both piecework and a discretionary bonus. Furthermore, we find that in countries with labor market institutions unfriendly to manufacturers, Lincoln Electric was still able to overcome most (although not all) of the institutional distance by what we term flexible intermediate adaptation.)
    • January 2018
    • Case

    Ørsted Goes Global

    By: Joseph L. Bower and Elena Corsi
    The European leader in offshore wind, the Danish Ørsted is building a global position and entering markets where offshore wind is nascent. The case examines the transformations in strategy leading to Ørsted’s success and the challenges of adopting that strategy in... View Details
    Keywords: Off-shore Wind; Managing Global Expansion; Business Strategy; Renewable Energy; Expansion; Global Range; Market Entry and Exit
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    Bower, Joseph L., and Elena Corsi. "Ørsted Goes Global." Harvard Business School Case 918-404, January 2018.
    • September 1983
    • Case

    Harley-Davidson: Marketing Strategy for Motorcycles--1977

    Incorporates material on AMF, Harley-Davidson's parent company. This information is designed to permit analysis of Harley-Davidson in the context of AMF's corporate strategy and overall business portfolio. A rewritten version of two earlier cases. View Details
    Keywords: Marketing Strategy; Corporate Strategy; Motorcycle Industry
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    Buzzell, Robert D. "Harley-Davidson: Marketing Strategy for Motorcycles--1977." Harvard Business School Case 584-032, September 1983.
    • 2005
    • Class Lecture

    Scope and Global Strategy

    By: Tarun Khanna
    Keywords: Global Strategy
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    Khanna, Tarun. "Scope and Global Strategy." Boston: Harvard Business School Publishing Class Lecture, 2005. Electronic. (Faculty Lecture: HBSP Product Number 1576C.)
    • January 2006 (Revised March 2007)
    • Background Note

    Introduction to Global Strategy

    By: Jordan I. Siegel
    Examines when it is profitable for a company to position part or all of its activity set across national borders and how a cross-border business is successfully designed and managed. View Details
    Keywords: Cross-border Business; Globalized Firms and Management; Competitive Strategy; Global Strategy; Cross-Cultural and Cross-Border Issues
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    Siegel, Jordan I. "Introduction to Global Strategy." Harvard Business School Background Note 706-448, January 2006. (Revised March 2007.)
    • November 2003 (Revised November 2005)
    • Case

    Arcor: Global Strategy and Local Turbulence

    Argentine confectionery manufacturer, Arcor Group, seeks to implement an international strategy but in 2003, recovering from the Argentine financial crisis, thwarts globalization plans. Already Latin America's leading candy producer and an exporter to over 100... View Details
    Keywords: Risk and Uncertainty; Decision Making; Global Strategy; Food and Beverage Industry; Argentina
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    Ghemawat, Pankaj, Michael G. Rukstad, and Jenny Illes. "Arcor: Global Strategy and Local Turbulence." Harvard Business School Case 704-427, November 2003. (Revised November 2005.)
    • October 2006
    • Article

    Strategies for Two-Sided Markets

    By: T. R. Eisenmann, G. Parker and M. van Alstyne
    Keywords: Strategy; Two-Sided Platforms
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    Eisenmann, T. R., G. Parker, and M. van Alstyne. "Strategies for Two-Sided Markets." Harvard Business Review 84, no. 10 (October 2006).
    • August 1989 (Revised November 1994)
    • Case

    Nissan Motor Co. Ltd.: Marketing Strategy for the European Market

    By: John A. Quelch
    Nissan executives are reviewing their European marketing strategy in light of the 1992 European Community (EC) market integration program and the likely end of bilateral import quotas on Japanese cars by some EC countries. Having recently established a manufacturing... View Details
    Keywords: Marketing Strategy; Resource Allocation; Market Entry and Exit; Trade; Auto Industry; Japan; United Kingdom; Europe
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    Quelch, John A. "Nissan Motor Co. Ltd.: Marketing Strategy for the European Market." Harvard Business School Case 590-018, August 1989. (Revised November 1994.)
    • February 2022 (Revised April 2022)
    • Module Note

    Market Imperfections and Strategy

    By: Hong Luo
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    Luo, Hong. "Market Imperfections and Strategy." Harvard Business School Module Note 722-436, February 2022. (Revised April 2022.)

      regulating — and competing with — decentralized software platforms

      New platforms reinvent traditional markets as varied as transport, short-term accomodations, and media.  (Consider Uber, Airbnb, and YouTube.)  With new business models come new questions of regulation which Edelman and coauthor Damien Geradin assess in View Details
      • 08 Dec 2020
      • News

      Uber’s Strategy for Global Success

      • October 2016
      • Case

      Yili Group: Building a Global Dairy Company

      By: William C. Kirby and Nancy Hua Dai
      From its humble beginnings as a local Chinese dairy company, the Inner Mongolia Yili Group has become one of the largest dairy companies in the world. To achieve this, Yili has aggressively expanded its footprint overseas including building the world’s largest... View Details
      Keywords: Globalized Markets And Industries; Global Supply Chain; Competition; Culture; Agribusiness; Animal-Based Agribusiness; Business Growth and Maturation; Food; Global Range; Local Range; Cross-Cultural and Cross-Border Issues; Global Strategy; Globalized Firms and Management; Nutrition; Employee Relationship Management; Growth and Development Strategy; Growth Management; Brands and Branding; Supply Chain; Agriculture and Agribusiness Industry; Food and Beverage Industry; China
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      Kirby, William C., and Nancy Hua Dai. "Yili Group: Building a Global Dairy Company." Harvard Business School Case 317-003, October 2016.
      • March 1982 (Revised December 1987)
      • Background Note

      Concept of Marketing Strategy

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      Corey, E. Raymond. "Concept of Marketing Strategy." Harvard Business School Background Note 582-123, March 1982. (Revised December 1987.)
      • 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
      Citation
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      Quelch, John A. "In Praise of Marketing." Harvard Business School Working Knowledge (February 5, 2009).
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