Publications

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June 2011 (Revised May 2012)
Case

L'Oréal: Global Brand, Local Knowledge

By: Rebecca M. Henderson and Ryan Johnson

Worldwide, and in the U.S. marketplace in particular, the French cachet of L'Oréal was one of its most powerful marketing tools. However, with the opening up of emerging markets, L'Oréal had to cater to a diverse customer base: an aging population in the West, ethnic... View Details

Keywords: Globalization; Brands and Branding; Marketing Communications; Change Management; Sales; Emerging Markets; Segmentation; Innovation and Invention; Beauty and Cosmetics Industry; France; United States

January 1989
Case

General Foods Corp.: Local Marketing

By: John A. Quelch

04 Mar 2014
News

Learn Your Local Praise Culture

Keywords: corss-cultural communication; globalization; human capital; leadership

Article

Market Heterogeneity and Local Capacity Decisions in Services

By: Dennis Campbell and Frances X. Frei

We empirically document factors that influence how local operating managers use discretion to balance the tradeoff between service capacity costs and customer sensitivity to service time. Our findings, using data from one of the largest financial services providers in... View Details

Keywords: Customer Satisfaction; Cost; Standards; Service Delivery; Service Operations; Performance Capacity; Performance Productivity; Financial Services Industry; United States

September 2005 (Revised November 2006)
Case

AmorePacific: From Local to Global Beauty

By: Pankaj Ghemawat, Carin-Isabel Knoop and David Kiron

Suh Kyung-Bae, the President and CEO of AmorePacific, a South Korean cosmetics company, was an ardent globalizer. In its home market, AmorePacific had held off major multinational players such as L'Oreal and Estee Lauder and had engaged them in markets around the... View Details

Keywords: Globalized Firms and Management; Local Range; Global Range; Global Strategy; Beauty and Cosmetics Industry; South Korea

25 Oct 2019
News

Can Big-Box Retailers Provide Local Health Care?

February 2003 (Revised April 2006)
Case

Reaching the Bottom: UniGlobe's Small Local Stores Dilemma

By: Clayton M. Christensen and Lana Newishy

To distribute products to very small retailers in a very fragmented retail environment, the local subsidiary of a large consumer products company created an innovative distribution mechanism. The subsidiary's Small Local Stores division employed middlemen who... View Details

Keywords: Distribution Channels; Innovation and Invention; Consumer Products Industry; Philippines

1996
Article

How Locals Can Win Global Contests

By: R. M. Kanter

Keywords: Local Range; Global Range

October 2010 (Revised July 2013)
Case

ActionAid International: Globalizing Governance, Localizing Accountability

By: Alnoor Ebrahim and Rachel Gordon

As a global NGO working in 45 countries, ActionAid International aims to eradicate poverty by addressing its underlying causes such as injustice and inequality. This case follows a series of radical transformations implemented by the organization's CEO, Ramesh Singh—a... View Details

Keywords: Local Range; Globalized Firms and Management; Corporate Accountability; Corporate Governance; Leading Change; Organizational Change and Adaptation; Organizational Structure; Nonprofit Organizations; Power and Influence; Johannesburg; London

Article

The Role of Interactivity in Local Differential Privacy

By: Matthew Joseph, Jieming Mao, Seth Neel and Aaron Leon Roth

We study the power of interactivity in local differential privacy. First, we focus on the difference between fully interactive and sequentially interactive protocols. Sequentially interactive protocols may query users adaptively in sequence, but they cannot return to... View Details