International Marketing - Publications - Faculty & Research - Harvard Business School

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December 2011 (Revised April 2013)
Case

Brasil Foods

By: David E. Bell and Natalie Kindred

In mid-2011, the management of Brasil Foods, a leading Brazilian branded foods producer and protein exporter, is evaluating strategies for international and domestic growth. The team has just received approval from Brazil's antitrust authorities to complete the merger... View Details

Keywords: Global Strategy; Growth and Development Strategy; Competitive Advantage; Agriculture and Agribusiness Industry; Brazil

2012
Article

Wider dem sauren Mund. Beiersdorfs U.S.-Geschaeft mit der Zahnpastamarke Pebeco

By: G. Jones and Christina Lubinski

This article examines the growth and ultimate demise of the toothpaste brand Pebeco, which was created by the German personal care company Beiersdorf in 1903. The brand was an enormous international success, becoming for a time the largest toothpaste brand in the... View Details

Keywords: Growth and Development; Market Entry and Exit; Problems and Challenges; Marketing Strategy; Markets; Change; Customers; Social Psychology; Science; Brands and Branding; Competitive Strategy; Consumer Products Industry; United States; Germany

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Myra M. Hart

Myra Hart's research focus is high potential entrepreneurship. She has taught MBA and executive programs, co-chaired the entrepreneurship unit, and led several HBS initiatives. As a founding memberView Details

Keywords: consumer products; e-commerce industry; education industry; real estate; retailing

July 2001 (Revised December 2001)
Case

American Express Interactive

By: Lynda M. Applegate

Follows the protagonist, Sonia Sharpe, as she and her American Express Interactive Team attempt to develop and market an interactive, on-line, corporate travel service in a highly competitive environment. Looks at the possible resources and partnerships a company needs... View Details

Keywords: Corporate Entrepreneurship; Partners and Partnerships; Growth and Development Strategy; Competitive Strategy; Marketing Strategy; Product Positioning; Applications and Software; Technological Innovation; Global Strategy; Expansion; Information Technology; Vertical Integration; Financial Services Industry; Travel Industry

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Article

What Professional Service Firms Must Do to Thrive

By: Ashish Nanda and Das Narayandas

When the going gets tough, professional service firms (PSFs) often get desperate and chase all kinds of business just to keep the lights on. Consultancies, financial services firms, VC/PE firms, and the like offer services and sign up clients they should never have... View Details

Keywords: Professional Service Firms; Client Mix; Strategic Positioning; Organizations; Performance Effectiveness; Decision Making; Framework

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28 Feb 2018 - 1 Mar 2018
Other Presentation

Innovation and Entrepreneurship in Africa—Part 1 & Part 2

By: Euvin Naidoo

Part 1: Innovation and Entrepreneurship in Africa with Euvin Naidoo (February 28)

Part 2: Developing Capital Market:A Conversation with Mr. Bola “Koko” Onadele, Managing Director of FMDQ (March 1)
We cordially invite you to an exciting discussion... View Details

09 Jun 2010
Working Paper Summaries

Agency Costs, Mispricing, and Ownership Structure

Keywords: by Sergey Chernenko, C. Fritz Foley & Robin Greenwood

April 1983 (Revised October 1990)
Background Note

Textiles and the Multi-Fiber Arrangement

By: David B. Yoffie

What happens to an industry with millions of employees that loses its comparative advantage? This note examines this question by looking at the global textile and apparel industry. With the Multi-Fiber Arrangement coming up for renewal in December 1981, the United... View Details

Keywords: Trade; Cost vs Benefits; Developing Countries and Economies; Manufacturing Industry; Apparel and Accessories Industry; United States; Europe

August 2019 (Revised March 2022)
Case

Lemonade: Disrupting Insurance with Instant Everything, Killer Prices, and a Big Heart

By: Elie Ofek and Danielle Golan

Launching its first products in the fall of 2016 in New York, insurtech startup Lemonade was on a mission to disrupt the insurance market by using AI and behavioral economics principles. The company offered renters, homeowners, and condo insurance and mainly targeted... View Details

Keywords: AI; Business Startups; Insurance; Technological Innovation; Business Model; Disruption; Brands and Branding; Growth and Development Strategy; Global Strategy; Decision Making; Insurance Industry; Technology Industry

February 2020
Case

Klöckner & Co: Steeling for a Digital World

By: Scott Duke Kominers and Carin-Isabel Knoop

Hoping to get ahead of potential digital disruption at Klöckner & Co.—one of the world’s largest steel and metal distributors—CEO Gisbert Rühl set up both kloeckner.i (KCI), an internal transformation arm, and XOM Materials (XOM), an independent industry platform. KCI... View Details

Keywords: Corporate Entrepreneurship; Market Design; Digital Platforms; Markets; Industry Structures; Supply and Industry; Technology Adoption; Transformation; Digital Transformation; Steel Industry; Information Technology Industry; Europe; Germany

25 Jan 2008
Working Paper Summaries

What Do Non-Governmental Organizations Do?

Keywords: by Eric D. Werker & Faisal Z. Ahmed

Article

Build It, Buy It, or Both? Rethinking the Sourcing of Advertising Services

By: Alvin J. Silk and Marta M. Stiglin

This paper provides an update on the current state of in-house agencies. Whereas traditional consideration of internalizing advertising services was framed as a binary choice of build or buy, today's advertisers frequently pursue hybrid policies of build and buy to... View Details

Keywords: Operations; Advertising; Advertising Industry

Summer 2021
Article

Platform Leadership and Supply Chains: Intel, Centrino, and the Restructuring of Wi-Fi Supply

By: Roberto Fontana and Shane Greenstein

In this paper we examine Intel’s launch of Centrino and interpret it as platform leaders attempt to restructure a supply chain. We provide a narrative of key actions and how they coordinated changes and offer a framework of the predictable consequences for... View Details

Keywords: Mobile and Wireless Technology; Product Launch; Supply Chain; Restructuring; Framework

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October 2018
Case

P-Will at DISCO

By: Ethan Bernstein, Naoko Jinjo and Yuna Sakuma

From the outside, DISCO—a Japan-based manufacturer of precision tools for semiconductor production devices—appeared to be a rather ordinary company that had achieved rather extraordinary success: it had simultaneously achieved 70% global market share, had lifted its... View Details

Keywords: Human Capital; P-Will; DISCO; Semiconductors; Self-Managed Organizations; Governance; Human Resources; Selection and Staffing; Management Practices and Processes; Management Systems; Organizational Structure; Organizational Design; Semiconductor Industry; Japan

Caroline M. Elkins

Caroline Elkins is the Thomas Henry Carroll/Ford Foundation Professor of Business Administration in the Business, Government and International Economy unit at HBS. She is also Professor of History and of African and African American Studies at Harvard University, an... View Details

December 2008 (Revised February 2010)
Case

ViniBrasil: New Latitude Wines

By: David E. Bell, Marcos Flava Neves, Luciano Thome e Castro and Mary Louise Shelman

ViniBrasil is a small wine venture in Brazil started by a top Portuguese wine company, Dao Sul. ViniBrasil grows its grapes in a novel environment (close to the equator) using innovative management practices such as controlled irrigation and year-round harvesting.... View Details

Keywords: Agribusiness; Global Strategy; Innovation and Invention; Management Practices and Processes; Demand and Consumers; Competition; Agriculture and Agribusiness Industry; Food and Beverage Industry; Brazil

May 2009 (Revised June 2009)
Case

Geographical Indications: I Say "Kalamata", the EU Says "Black Olive" (A)

By: Robert C. Pozen and Ani Krishni Satchcroft

In April 2005, Alexandra was the owner of an Australian farm that produced olives, including Kalamata table olives. Alexandra had invested in the expansion of her farm in anticipation of the evolution of her market from domestic trade in Australia to international... View Details

Keywords: Plant-Based Agribusiness; Cross-Cultural and Cross-Border Issues; Trademarks; Rights; Conflict and Resolution; Business Strategy; Agriculture and Agribusiness Industry; European Union; Australia

December 2003 (Revised October 2006)
Case

Globalizing the Cost of Capital and Capital Budgeting at AES

By: Mihir A. Desai and Douglas Kurt Schillinger

With electricity generating businesses around the world, AES Corp. is seeking a methodology for calculating the cost of capital for its various businesses and potential projects. In the past, AES used the same cost of capital for all of its capital budgeting, but the... View Details

Keywords: International Finance; Risk Management; Globalized Firms and Management; Cost of Capital; Valuation; Emerging Markets; Foreign Direct Investment; Capital Budgeting; Energy Industry; South America

March 2025
Case

Calyx Global: Rating Carbon Credits

By: Michael W. Toffel and Adam Chen

This case describes how rating agencies and other organizations are seeking to improve the quality of carbon credits sold in the voluntary carbon market to organizations seeking to use them to supplement their internal decarbonization efforts to meet their net zero... View Details

Keywords: Service Design; Certification; Auditing; Auditor Reputation; Carbon Credits; Carbon; Rating Agency Disagreement; Ratings; Climate Change; Business Model; Environmental Sustainability; Corporate Social Responsibility and Impact; Conflict of Interests; Reputation; Business Strategy

April 2006
Module Note

Cross-Border Financial Opportunities

By: Mihir A. Desai and Kathleen Luchs

Describes the fifth module in the International Finance course at Harvard Business School. This module explores how segmented capital markets create financing opportunities for firms and the mechanisms that evolve to take advantage of those opportunities. The issues... View Details

Keywords: Opportunities; Capital Markets; Decisions; International Finance; Motivation and Incentives; Taxation

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