Global Marketing Strategy - Publications - Faculty & Research

28 Feb 2020
News

Kelly Campbell Named President of Hulu

and “This Is Us,” Hulu represents a critical piece of Disney’s streaming business, which also includes Disney+ and ESPN+. Campbell has been Hulu’s chief marketing officer since 2017. Before that, she spent a dozen years at Google, as... View Details

Keywords: Arts, Entertainment

March 1991 (Revised December 1994)
Case

Marks and Spencer Ltd. (B)

By: Cynthia A. Montgomery

Describes the firm's 1988 expansion into the United States through the acquisition of Brooks Brothers, a specialty up-market men's clothing chain and Kings Super Markets, a high quality New Jersey grocer. View Details

Keywords: Growth and Development Strategy; Expansion; Business Strategy; Mergers and Acquisitions; Globalization; Retail Industry; United States

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October 2010
Case

Dubai Duty Free

By: Rajiv Lal and David Kiron

In mid-February 2009, Dubai Duty Free Managing Director Colm McLoughlin received the January sales report. He left the report lying on his desk unopened and went to walk around the shops as he did every morning. When he returned, he sat down at his desk, looked at the... View Details

Keywords: Customer Focus and Relationships; Marketing Strategy; Emerging Markets; Value Creation; Retail Industry; Dubai

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April 2004 (Revised August 2004)
Teaching Note

BuildingBlocks International

BuildingBlocks International (BBI) plans to accomplish its mission to help children in developing countries succeed in school by bringing management expertise to local organizations. Two years after founding BBI, however, the team hasn't figured out exactly how to make... View Details

Keywords: Marketing Strategy; Social Marketing; Developing Countries and Economies; Sales

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05 Jul 2006
Working Paper Summaries

The Framing Effect of Price Format

Keywords: by Marco Bertini & Luc R. Wathieu

July 2024
Article

Buying the Verdict

By: Lauren Cohen and Umit Gurun

We document evidence that firms systematically increase specialized, locally targeted advertising following the firm being taken to trial in that given location, precisely following initiation of the suit. In particular, we use legal actions brought against publicly... View Details

Keywords: Lawsuits and Litigation; Advertising; Marketing Strategy

01 Jun 2003
News

Portraits from the Class of 2003

Street Journal Rank out of 500,000 Candidates in India's Civil Service Exam: 1 Research Interests: disruptive technologies, investment climate, competitiveness and development Recent Honor: named one of the World Economic Forum's Top 100 View Details

Keywords: Administration of Economic Programs; Government

18 Apr 2017
First Look

First Look at New Ideas, April 18

Scale Global This case tracks Jerome Chouchan’s strategies and execution for a successful turnaround of Godiva Japan’s operations, which were experiencing a decline in sales when he became the managing... View Details

Keywords: by Sean Silverthorne

07 Jan 2025
Blog Post

Revolutionizing Wellness: Kate Twist (MBA 2008) Shapes the Future of Consumer Health Brands

consumer research around the world to understand what people hoped their skincare products could do,” Twist explained. “I was also fortunate to learn from and be developed by several HBS alums (every leader on the Clinique Global View Details

30 Sep 2013
Research & Ideas

Do Mergers Hurt Product Quality?

There's a lot of worry afoot whenever companies merge. Wall Street worries about the stock price. Employees worry about potential job cuts. And consumers worry about the fate of their favorite products: Whither the price and the quality? It turns out that consumers... View Details

Keywords: by Carmen Nobel; Consumer Products

Forthcoming
Article

Trading Volume Manipulation and Competition Among Centralized Crypto Exchanges

By: Dan Amiran, Evgeny Lyandres and Daniel Rabetti

How competition affects manipulation by firms of information about important attributes of their products and how such information manipulation impacts firms’ short-term and long-term performance are open empirical questions. We use a setting that is especially... View Details

Keywords: Cryptocurrency; Financial Markets; Performance; Competition

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March 2005
Article

Towards a Competitive Arousal Model of Decision Making: A Study of Auction Fever in Live and Internet Auctions

By: Gillian Ku, Deepak Malhotra and J. Keith Murnighan

Keywords: Competition; Decision Making; Auctions; Online Technology

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Aug 03 2017
Testimonial

At the Forefront of a Digital World

Apr 20 2016
Testimonial

Keeping Pace in the Digital Space

01 Jun 2008
News

Understanding the Digital Frontier

LI AND BERNOFF: Executives can’t afford to turn their backs on social networking. Nothing gives CEOs and marketers instant heartburn more than seeing their hard-won brand equity hijacked by forces beyond their control — too often by... View Details

Keywords: Sean Silverthorne; Management

2023
Editorial

American and Chinese Universities Must Reject Calls to Disengage: Restrictions on Entry of Scholars Will Set Back U.S. Advances

By: William C. Kirby

Keywords: Higher Education; Cross-Cultural and Cross-Border Issues; Competition; China; United States

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February 2011
Case

Barceló Hotels and Resorts (A)

By: John T. Gourville and Marco Bertini

Barcelo Hotels and Resorts must decide whether to allow its many hotels to continue to undertake separate promotional campaigns or to run, for the first time, a broad corporate-level promotion. Complicating the decision is the fact that the many hotels in its portfolio... View Details

Keywords: Brand Management; Sales Promotions; Brands and Branding; Price; Strategy; Corporate Strategy; Accommodations Industry

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2012
Article

The Unbundling of Advertising Agency Services: An Economic Analysis

By: Mohammad Arzaghi, Ernst R. Berndt, James C. Davis and Alvin J. Silk

We address a puzzle surrounding the shift from bundling to unbundling of U.S. advertising agency services and the slow pace of change over several decades. We model an agency’s decision as a tradeoff between the fixed cost to the advertiser of establishing a... View Details

Keywords: Bundling; Unbundling; Advertising Agency Services; Fixed Cost; Higher Media Prices; Volume; Diversification; Advertising; Change; Advertising Industry; United States

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01 Jun 2008
News

Alumni Clubs Put Skills to Work

and fundraising for scholarships to attend social enterprise-focused Executive Education programs or fellowships for MBA students. While HBS alumni clubs worldwide have long been engaged in their local communities, their activities have ramped up this year as part of... View Details

Keywords: alumni clubs; Centennial; Educational Services