Global Branding - Publications - Faculty & Research

Sanford I. Weill

At Travelers, Weill focused on growing the company’s assets with a particular emphasis on global expansion, a mission that led to the creation of Citigroup Inc., following the acquisition of Salomon Brothers in 1997 and the famous... View Details

Keywords: Finance

Muhammad Alagil

Keywords: Electronics; office supplies; books; diversified

May 2006 (Revised June 2006)
Case

Icebreaker: The China Entry Decision

By: Joseph B. Lassiter III and Dan Heath

Jeremy Moon, CEO of Icebreaker, maker of merino-fiber activewear, thinks about the strengths and weaknesses of staying focused on his rapidly expanding U.S. and European markets vs. broadening his attack to include China. If he enters China, should he continue his... View Details

Keywords: Brands and Branding; Product Positioning; Global Strategy; Expansion; Decision Choices and Conditions; Market Entry and Exit; Marketing Strategy; Apparel and Accessories Industry; China; United States; Europe

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Under Neumiller's "home-town-boy" leadership style, Caterpillar's revenues grew from over $100 million in 1941 to $827 million in 1963, prospering through World War II and the global post-war boom. Neumiller built the... View Details

Keywords: Construction & Real Estate

March 2010 (Revised February 2013)
Case

NFL UK

By: Elie Ofek, David B. Godes and Peter Wickersham

The NFL faces a decision on how to continue efforts to grow its fanbase in the U.K. The decision needs to take into account lessons learned from previous NFL activities in Europe, market research on the U.K. sports fan, and the implications of any move on the U.S. fan.... View Details

Keywords: Cross-Cultural and Cross-Border Issues; Innovation and Invention; Brands and Branding; Marketing Strategy; Sports; Expansion; Sports Industry; Europe; United Kingdom; United States

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October 2000
Case

Procter & Gamble Italy: The Pringles Launch (A)

By: Roy D. Shapiro

Procter & Gamble's (P&G) Pringles potato chips have been a very successful brand. This case reviews the development and first launch in the United States, then in markets around the world. Italy is one of the last countries where Pringles will be launched. Should P&G... View Details

Keywords: Globalized Markets and Industries; Brands and Branding; Marketing Strategy; Product Launch; Emerging Markets; Product Development; Adoption; Value Creation; Pharmaceutical Industry; United States

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01 Sep 2017
News

3-Minute Briefing: Jeetendr Sehdev (MBA 2004)

organization’s leaders have a perspective, and they want to hear it. They also recognize that organizations are contradictory, and that those contradictions can offer a platform to start a conversation. Unilever, for example, owns both Axe and Dove, two View Details

Keywords: Julia Hanna; News, Library, Internet, and Other Services; Information

01 Jun 2015
News

Ask the Expert: The Kids Are All Right

Hubert, SVP at Viacom and head of Scratch, the company’s “creative SWAT team.” That means change on a global scale: Millennials, currently one-third of the global population and more than 85 million strong... View Details

Mohammad Omar Bin Haider

Keywords: Logistics; Real Estate; Hospitality; Diversified

Web

Marketing - HBS Online

New Credential of Digital Innovation and Strategy Build the skill set and strategic acumen to compete in the digital world through a combination of forward-looking coursework, unique team activities with a diverse global network, and a... View Details

01 Mar 2006
News

Can the United States Avoid a Fractured Future?

ENRIQUEZ: People take too much for granted. PHOTO BY JEFF THIEBAUTH As CEO of Biotechonomy, a life-sciences research and venture capital firm, Juan Enriquez (MBA ’86) has examined the impact of life sciences on the global economy. In his... View Details

Keywords: Lewis I. Rice; Finance; Health, Social Assistance

01 Aug 2002
News

HBS Alumni Association Board of Directors: President's Report

know, the 2002 Global Alumni Conference was scheduled to take place in Buenos Aires, Argentina, last March. After careful consideration by the School and conference organizers in Argentina, the Global Alumni... View Details

01 Dec 2013
News

Faculty Books

a start-up, discuss lean prototyping techniques for hardware, identify costly outsourcing mistakes, provide practical tips on user acquisition, offer branding guidelines, and explain how a choir of angel investors often will sing... View Details

17 Jun 2016
Op-Ed

Companies Need to Start Marketing Security to Customers

the reputation of one of the greatest global brands is sullied by a tragic alligator attack on a small child. The marketer has no greater responsibility than to ensure the safety of the consumer. So why do... View Details

Keywords: by John A. Quelch; Entertainment & Recreation

Ian Fuhr

Keywords: Diversified

01 Jun 2003
News

Portraits from the Class of 2003

First Film: Open Invitation, half–hour dark comedy Previous Job: managed brand franchises for Procter & Gamble, Cincinnati and Toronto AT P&G: spearheaded relationship with UNICEF to donate tuberculosis vaccines Copresident: HBS... View Details

Keywords: Arts, Entertainment

01 Sep 2003
News

Jeanne Jackson

most global businesses succeed because their core brand proposition has value across borders: Wal-Mart’s selection and low prices; McDonald’s convenience, cleanliness, and service; Nike’s commitment to... View Details

Keywords: Deborah Blagg; Management, Scientific, and Technical Consulting Services; Professional Services

21 May 2021
News

See Us Unite for Change

Courtesy Sheila Lirio Marcelo In honor of Asian American and Pacific Islander (AAPI) month, MTV’s Entertainment brands are streaming a global television special, “See Us Unite for Change,” on May 21. Hosted... View Details

Keywords: Performing Arts, Spectator Sports, and Related Industries; Arts, Entertainment

01 Jun 2015
News

Fever Pitch

their favorite investment, while some 1,600 students and alumni voted on awards for impact and innovation among finalists from 14 global regions. Best Investment Selected by HBS Alumni Angels StreetShares (Mid-Atlantic US Region) Mickey... View Details

Keywords: Dan Morrell; Nonstore Retailers; Retail Trade; Funds, Trusts, and Other Financial Vehicles; Finance; Personal Services

May 2002 (Revised October 2002)
Case

Dell--New Horizons

By: V. Kasturi Rangan and Marie Bell

Founded in 1984, Dell Corp. has achieved phenomenal growth, and by 2000 had topped $25 billion in sales and over $2 billion in net income. In the 4th quarter of 2000, however, the PC industry's average 30-year growth rate crashed to a negative 10%. Dell must make... View Details