Global Marketing Strategy - Publications - Faculty & Research - Harvard Business School

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February 5, 2009
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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

July 2009
Case

Arcor: Global Strategy and Local Turbulence (Abridged)

Argentine confectionery manufacturer, Arcor Group, seeks to implement an international strategy but in 2003, while recovering from the Argentine financial crisis, globalization plans are thwarted. Already Latin America's leading candy producer and an exporter to over... View Details

Keywords: Financial Crisis; Currency; Global Strategy; Expansion; Balance and Stability; Food and Beverage Industry; Latin America; Argentina

March 2018
Course Overview Note

Globalization and Emerging Markets

By: Sophus A. Reinert

October 2001 (Revised March 2002)
Case

Siemens AG: Global Development Strategy (A)

By: Stefan H. Thomke and Ashok Nimgade

Describes how Siemens, the German electrical engineering giant, has developed and manages global R&D in its large Information and Communications Networks (ICN) division. In 1994, Siemens opened its Bangalore (India) center, which has now grown into one of its largest... View Details

Keywords: Global Strategy; Research and Development; Cross-Cultural and Cross-Border Issues; Product Development; Telecommunications Industry; Germany; Bangalore

2013
Tool

Harvard Business Review's Go to Market Tools: Market Sizing

By: Jill Avery and Thomas Steenburgh

Market size matters. On the hook to launch your division's next great product or service? Need to convince higher ups that your product will fit that gaping revenue hole—and is worth the team's scarce marketing and product development resources? You need hard data to... View Details

Keywords: Quantitative Analysis; Tools; Go To Market Strategy; Marketing Strategy; Marketing

March 1999 (Revised January 2000)
Background Note

Interactive Technologies and Relationship Marketing Strategies

By: Youngme E. Moon

Outlines the role of interactive technologies in the development of relationship marketing strategies. View Details

Keywords: Marketing Strategy; Customer Relationship Management; Technology

August 1986 (Revised May 1993)
Case

Rohm and Haas (A): New Product Marketing Strategy

By: V. Kasturi Rangan and Lesley Susan

Joan Macey, Rohm and Haas' market manager for Metalworking Fluid Biocides, found that sales of a new biocide, Kathon MWX, was utterly disappointing. This was all the more puzzling since sales of her other product--Kathon 886 MW, a liquid biocide used only in... View Details

Keywords: Communication Strategy; Marketing Strategy; Product Launch; Distribution; Performance; Sales

September 2005
Class Lecture

Scope and Global Strategy (FSS)

By: Tarun Khanna

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February 2008 (Revised July 2008)
Case

Wanxiang Group: A Chinese Company's Global Strategy

By: Regina M. Abrami, William C. Kirby, F. Warren McFarlan, Keith Chi-ho Wong and Tracy Manty

With an almost forty-year history as a business in China, the Wanxiang Group has navigated through the significantly different political and economic changes in China to succeed as a global leader in the auto parts industry and to develop into a broad business... View Details

Keywords: Mergers and Acquisitions; Business Conglomerates; Global Strategy; Business History; Growth and Development Strategy; Vertical Integration; Auto Industry; Hangzhou; United States

May 2003
Background Note

Customer Management Strategy in Business Markets

By: Das Narayandas

Describes in detail customer management strategies in business markets, including selection decisions, design and management of customer relationship strategies, monitoring the health of customer relations, and linking the vendors' customer management effort to... View Details

Keywords: Customer Focus and Relationships; Customer Relationship Management; Decision Making; Networks; Customization and Personalization; Manufacturing Industry

March 2018
Article

Global Business over Time

By: Geoffrey Jones

This article explores how business enterprises have been powerful actors in the spread of global capitalism between 1840 and the present day. It also shows how global firms, emerging out of industrialized Western economies, created and co-created markets and ecosystems... View Details

Keywords: Global; Multinational; Business History; Globalization; Globalized Firms and Management; Globalized Markets and Industries; Economic Systems

11 Feb 2010
Keynote Speech

Growth Strategies in Turbulent Markets

By: Ranjay Gulati

Keywords: Growth and Development; Strategy; Markets

24 May 2017
Working Paper Summaries

Digital Labor Markets and Global Talent Flows

Keywords: by John Horton, William R. Kerr, and Christopher Stanton

Research Summary

Corporate Lobbying Strategy and Foreign MNEs

“U.S. Defense Contracts and the Lobbying Strategies of Foreign MNEs: The Liability of Foreignness and Make-or-Buy Decisions about Political Goods”

Many firms engage in lobbying with the expectation that their lobbying efforts will... View Details

Keywords: Non-market Strategy; Political Strategy; Lobbying; Make V. Buy; Multinational Enterprise; Global Strategy; United States

June 2015 (Revised January 2017)
Case

Epistar and the Global LED Market

By: Willy C. Shih, Chen-Fu Chien and Hung-Kai Wang

It took BJ Lee many years to learn how to navigate the patent minefield that was the global LED industry. When his company was first spun off from the Industrial Technology Research Institute in Taiwan, he thought the essence of a good IP strategy was to develop a... View Details

Keywords: Intellectual Property Management; Patenting; Patent Litigation; Intellectual Property; Patents; Electronics Industry; Semiconductor Industry; Asia; United States; Japan; Taiwan

May 1987
Background Note

Multinational Marketing and Competitive Strategy

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December 1985
Article

The Changing Role of the Japanese Market and Its Impact on Global Strategy

By: Hirotaka Takeuchi

Keywords: Change; Markets; Strategy

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June 1991
Supplement

Global Marketing Management, Video Index

By: John A. Quelch

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19 Dec 2005
Research & Ideas

The Regional Slice of Your Global Strategy

Harvard Business School professor Pankaj Ghemawat has long argued that the best international strategy also includes recognition of differences in local markets. In the December 2005 issue of Harvard Business Review, Ghemawat highlights... View Details

Keywords: by Pankaj Ghemawat

Article

New Strategies in Emerging Markets

By: David J. Arnold and John A. Quelch

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