Global Marketing Strategy - Publications - Faculty & Research

22 Jan 2014
Research & Ideas

High-Tech Immigrant Workers Don’t Cost US Jobs

that allows it to expand its rate of innovation and the number of products it creates, and that creates jobs for everyone from new marketing people to new HR staff to new finance jobs and legal counsel. It creates a demand for other jobs... View Details

Keywords: by Dina Gerdeman; Computer; Financial Services

04 Dec 2000
What Do You Think?

Have We Overdone Deregulation and Privatization?

consumers were that deregulation: (1) unleashes the power of a self-correcting free market (Jeff Struck), giving customers services at prices they are willing to pay and quality levels that they are willing to pay for (at least in the... View Details

Keywords: by James Heskett

01 Sep 2015
News

Case Study: Golden Ticket

$250,000 seed-funding round. Cofounder and consultant Jen Rottenberg (MBA 1996) estimates that the high-school athletics market alone is worth $2 billion in annual transactions. And the market hasn’t proved... View Details

01 Feb 1997
News

OPM Celebrates 21st Anniversary at Gala Florida Reunion

a towing company in Alabama, a medical services business in Saudi Arabia, a publishing company in Greece, a drilling firm in Canada, and a New York-based broadcasting company, to name a few. Hayes's talk on the second day of the Reunion, "A View Details

23 Apr 2001
Research & Ideas

Brand Power from Wedgwood to Dell: Part Two

Starbucks Coffee Company; and Michael Dell—all successfully navigated the transition from "garage" to global business. ... No Detail Too Small All three of them made that transition very successfully, but my research suggests it... View Details

Keywords: by Martha Lagace

Fast Answer

Consumer confidence

Where can I find information on consumer confidence and sentiment? Conference Board: From the "Economy, Strategy & Fiance page," select "Consumer Dynamics." Surveys of Consumers: Current and... View Details

10 Dec 2013
News

The World is Anything but Flat

18 Feb 2014
News

Stick with Plan A

markets, mobile money is designed to leapfrog plastic by going from cash directly to digital. Because the global economy is increasingly digital, billions of cash-based buyers and sellers are currently excluded from View Details

Keywords: Robert S. Benchley; Waleed Iskandar (MBA 1993); Telecommunications

Profile

Doha Tantawy

internship, Doha will explore strategy consulting with Ernst & Young in New York. Looking ahead, she believes "the Middle East is a white space to be developed. I'd like to be involved in change in a broader way. Maybe politics?... View Details

Keywords: Retail/Hospitality; Consulting

01 Oct 2000
News

HBS Alumni Association Board of Directors: President's Report

develop a support mechanism whereby alumni could receive training through volunteer IT specialists. Highlights of its recommendations included a broader marketing effort to all alumni, publicizing the benefits of the online services... View Details

August 1984
Case

Competitive Positioning in the Dishwasher Industry (C): Sears, Roebuck and Co.

By: Joseph L. Bower

Keywords: Product Positioning; Competitive Strategy; Consumer Products Industry

Citation

Find at Harvard

21 Nov 2016
Research & Ideas

It Matters That Your CEO Doesn't Know Much About Sales

targets, but a tactical tool that’s rarely part of strategy formulation. Develop the best product, and let the sales department figure out the best way to get it to the customer, they think. And many sales leaders like it that way.... View Details

Keywords: by Michael Blanding

12 Nov 2019
News

Seismic Shift

years ago that the approach to inclusion in business was flawed. As a former marketing expert and growth strategist who helped clients find new business opportunities—largely in nonwhite, affluent markets—she was called in to create View Details

Keywords: Maureen Harmon

2011
White Paper

Brands Are People Too! Harnessing the Power of Brand Warmth and Competence

By: Chris Malone, Jill Avery and S. T. Fiske

Research in customer behavior has revealed that the way humans respond to brands is simply an extension of the way they instinctively perceive, judge, and behave towards one another. Understanding how consumers judge brands using social processes akin to those used in... View Details

Keywords: Brands; Brand Management; Customer Relationship Management; CRM; Brand Positioning; Brand Equity; Customers; Customer Focus and Relationships; Customer Satisfaction; Brands and Branding; Marketing; Marketing Communications; Marketing Strategy; Consumer Products Industry

Citation

Read Now

January 2009 (Revised February 2009)
Case

Grupo Bimbo: Growth and Social Responsibility

By: V. Kasturi Rangan and Regina Garcia-Cuellar

Bimbo, headquartered in Mexico with 2008 sales of $7 billion, was one of the largest bakery companies in the world. Even as it had grown spectacularly in the last several decades, the company had earned a stellar reputation for its corporate social responsibility... View Details

Keywords: Global Strategy; Growth and Development Strategy; Corporate Social Responsibility and Impact; Reputation; Expansion; Food and Beverage Industry; Mexico

Citation

Educators

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21 May 2019
News

Confronting the Future of Climate Change in the Midwest

by climate change by managing resources more efficiently, pursuing new strategies in the wake of climate change, and bringing climate-ready products to market. On May 15, over 100 Harvard Business School alumni and local and regional... View Details

Keywords: Agriculture

May 2019
Teaching Note

JUUL and the Vaping Revolution

By: Michael W. Toffel, Trevor Fetter, John Masko and Sarah Mehta

Teaching Note for HBS No. 619-006. View Details

Citation

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07 Dec 2010
First Look

First Look: Dec. 7

marketing strategy by the marketing department, one focused on the role of customer relations in product development, is considered. The creation of a set of basic principles... View Details

Keywords: Sean Silverthorne

12 Mar 2012
Research & Ideas

Crowded at the Top: The Rise of the Functional Manager

titles such as chief financial officer, chief marketing officer, chief technology officer, and chief human resources officer. “In companies that have more related businesses, it makes sense to have these positions toward the top with the... View Details

Keywords: by Carmen Nobel