Global Branding - Publications - Faculty & Research

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

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

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

01 Jun 2014
News

In My Humble Opinion: Jan Swartz (MBA 1996)

SWARTZ: Captaining a global brand through the high seas (photo by Susan J. Young) SWARTZ: Captaining a global brand through the high seas (photo... View Details

Keywords: Julia Hanna; Hospitality; Scenic and Sightseeing Transportation; Transportation

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

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

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

01 Jun 2003
News

Alumni Bookshelf

How to Grow When Markets Don't by Adrian Slywotzky (MBA '80) and Richard Wise (Warner Books) Slywotzky brings his expertise in global strategy consulting to his sixth book, which examines the difficulties of sustainable growth and offers... View Details

Keywords: Publishing Industries (except Internet); Information

01 Mar 2006
News

Faculty Books

operations covering widely recognized brands including Lipton, Hellmann’s, Birds Eye, Ben & Jerry’s, Dove, Sunsilk, and Pond’s. Taking advantage of full access to corporate archives and executives, Jones discusses Unilever’s strategies to... View Details

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

Profile

Jeremy Andrus

brands are globally consistent, but they’re locally relevant. We have to build and create demand and bring a message that is relevant in Shanghai, Panama, South Africa, Europe, or wherever. The United States... View Details

Keywords: Entrepreneurship; Consumer Products; Entertainment / Media

01 Sep 2012
News

Who Owns Yoga?

Rohit Deshpandé, the Sebastian S. Kresge Professor of Marketing, often asks his students a show-stopping question: Is everything brandable? And next: Should everything be brandable? In “Branding Yoga,” cowritten with HBS Global Research... View Details

Keywords: Kim Girard; yoga; Arts, Sports, Language, Driving, and Other Schools; Educational Services; Colleges, Universities, and Professional Schools; Educational Services

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

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

01 Jun 2007
News

Students Top Marketing Contest

In January, Melissa Lau, Yanlin Liu, and Deena Malkina (all HBS ’08) took home top honors in Rice University’s seventh annual Marketing Case competition, besting student teams from nine other business schools, including Kellogg, Stanford, and Sloan. With the teams... View Details

Keywords: Computer and Electronic Product Manufacturing; Manufacturing

01 Oct 1998
News

Playing to Win

I think CEOs should not stay too long at any company." Louis-Dreyfus believes that successful global enterprises must be decentralized. While Adidas's corporate headquarters maintains authority over the company's mission, vision, and... View Details

Keywords: Garry Emmons

01 Dec 2012
News

Alumni Book Briefs

get competitive intelligence, how to determine if their brand or company is at risk, how to blunt competitors' efforts, and much more. Managing Global Innovation: Frameworks for Integrating Capabilities... View Details

Keywords: Broadcasting (except Internet); Information