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  • June 2018 (Revised October 2020)
  • Case

Global Brand Management of Anheuser Busch InBev's Budweiser

By: Jill Avery
Brian Perkins, chief architect of the $6 billion Budweiser brand, was excited about 2018, in which the company would launch Budweiser into several new markets in Africa and Latin America. He was feeling the pressure to finalize a global brand strategy that would define... View Details
Keywords: Brand Management; Global Brands; Brand Positioning; Brand Extension; Brand Storytelling; Brand Equity; Marketing; Marketing Strategy; Brands and Branding; Advertising; Global Strategy; Cross-Cultural and Cross-Border Issues; Consumer Behavior; Marketing Communications; Consumer Products Industry; Food and Beverage Industry; Advertising Industry; Africa; China; United States; North America; South Africa; Nigeria; Kenya; Cameroon; Canada
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  • 16 Jun 2008
  • Research & Ideas

Seven Tips for Managing Price Increases

to price inflation. You must then quantify these shifts and develop product and pricing strategies that balance the need to maintain both profitability and market share. 3. Redefine Value. Customers buying... View Details
Keywords: by John Quelch
  • May 1996 (Revised March 1998)
  • Case

SaleSoft, Inc. (A)

By: Das Narayandas
SaleSoft, a start-up firm, markets Comprehensive Sales Automation Solutions (CSAS) that automate a firm's sales, marketing, and service functions. Even though the product has received very favorable responses from prospects, product complexity and a long buying cycle... View Details
Keywords: Business Startups; Decisions; Revenue; Marketing Strategy; Product Launch; Sales; Opportunities; Information Technology; Technology Industry
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  • November 2006 (Revised August 2007)
  • Case

Chongqing Tiandi

By: Arthur I Segel, Nicolas P. Retsinas, Joshua A. Katzin, Nadeem Meghji and Cindy Yan
In late 2000, Vincent Lo, a prominent Hong Kong developer was invited by the Deputy Mayor of Chongqing, China to undertake a major redevelopment of the urban core. Lo had previously successfully developed the landmark Xintiandi retail and entertainment district in... View Details
Keywords: Demand and Consumers; Emerging Markets; Business and Government Relations; Urban Development; Real Estate Industry; Chongqing (municipality, China); Hong Kong
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  • June 2020 (Revised October 2020)
  • Case

What Went Wrong with Boeing's 737 Max?

By: William W. George and Amram Migdal
This case describes the development of the Boeing 737 Max airplane model and the events leading up to two tragic plane crashes, in which a total of 346 people died: the crash of Lion Air flight 610 on October 29, 2018, in Indonesia, and the crash of Ethiopian Airlines... View Details
Keywords: Communication; Communication Intention and Meaning; Communication Strategy; Forms of Communication; Announcements; Decision Making; Decision Choices and Conditions; Judgments; Ethics; Moral Sensibility; Values and Beliefs; Globalization; Global Strategy; Governance; Corporate Accountability; Governance Controls; Human Resources; Resignation and Termination; Leadership; Leadership Style; Management; Business or Company Management; Crisis Management; Management Practices and Processes; Management Skills; Management Style; Management Systems; Risk Management; Time Management; Markets; Demand and Consumers; Digital Platforms; Supply and Industry; Duopoly and Oligopoly; Industry Structures; Operations; Product Development; Organizations; Organizational Change and Adaptation; Organizational Culture; Outcome or Result; Failure; Success; Planning; Strategic Planning; Problems and Challenges; Relationships; Business and Community Relations; Business and Government Relations; Business and Stakeholder Relations; Risk and Uncertainty; Safety; Strategy; Transportation; Air Transportation; Aerospace Industry; Air Transportation Industry; Africa; Ethiopia; Asia; Indonesia; North and Central America; United States; Seattle; Chicago
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  • December 2012 (Revised May 2014)
  • Case

Hotel Ivory

By: Arthur I Segel, Nicolas P. Retsinas and Jonathan Lo
Cheick Sanankoua is an MBA student who believes that he has found the perfect investment property, a small, independently owned hotel, on the Ivory Coast. However, he has had trouble raising money for the investment beyond friends and family. Through contacts in the... View Details
Keywords: Real Estate; Emergent Countries; Investing; Entrepreneurial Finance; Debts; Cash Flow; Quantitative Analysis; Financing; Development Stage Enterprises; Small ＆ Medium-sized Enterprises; Africa; Ivory Coast; Venture Capital; Emerging Markets; Property; Investment; Accommodations Industry; Real Estate Industry; Africa
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  • Teaching

Overview

By: Christina M. Wallace
Christina Wallace teaches Launching Tech Ventures in the second-year MBA program and is co-course head for The Entrepreneurial Manager in the first-year MBA program. She created an Entrepreneurial Marketing course for HBS Online and regularly teaches entrepreneurship,... View Details

    Yuval Spiegler

    Yuval is a doctoral student in Organizational Behavior and Sociology at HBS. He studies why are similar organizations dissimilarly diverse, especially focusing on extra-organizational dimensions that shape labor market racial and gender segregation. Yuval uses... View Details
    • January 2014 (Revised January 2015)
    • Case

    Reinventing Adobe

    By: Sunil Gupta and Lauren Barley
    By 2013, Adobe had reinvented itself from a publisher of popular software such as Photoshop and Acrobat to a digital marketing and digital media company. In May 2013, the company decided to stop selling its software as a package in favor of Creative... View Details
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    • November 2018
    • Case

    Cepuros Foods Malaysia: Finding the Secret Sauce for Growth (Brief Case)

    By: John A. Quelch and Katherine B. Hartman
    Shelby Diaz, country manager for Cepuros Foods International—Malaysia (CFI-M), must decide a growth strategy for the expansion of CFI-M's line of salsas, particularly regarding whom to target and how to allocate marketing investments. CFI-M could expand aggressively by... View Details
    Keywords: Growth and Development Strategy; Marketing Strategy; Marketing Communications; Product Positioning
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    • February 2011
    • Background Note

    GUIDESlines: Benchmark Values for the GUIDES Framework

    By: Matthew C. Weinzierl, Jacob Kuipers and Jonathan Schlefer
    GUIDESlines provides benchmark values of the key economic indicators identified in the GUIDES framework for both developed countries (the OECD) and fast-growing emerging markets (the BRINCS countries). View Details
    Keywords: Economics; Business Cycles; Macroeconomics; Framework; Business and Government Relations
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    • August 2011 (Revised November 2017)
    • Case

    Adaptive Engineering, LLC

    By: Richard S. Ruback and Royce Yudkoff
    The owner and CEO of Adaptive Engineering was facing an important decision: should he focus on rebuilding its core professional services business which had generated significant revenue and cash flow over the past several years, or should he focus on developing and... View Details
    Keywords: Leadership; Growth and Development Strategy; Decision Making; Service Industry; Technology Industry
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    • November 2002
    • Case

    Siemens ShareNet: Building a Knowledge Network

    By: Alan D. MacCormack, Sven Volpel and Kerry Herman
    Describes the development of ShareNet, an innovative knowledge management system used by a division of Siemens. ShareNet attempts to capture the knowledge and experience of Siemen's many dispersed sales and marketing units around the globe, making it available to all.... View Details
    Keywords: Cost Management; Investment Return; Revenue; Knowledge Acquisition; Knowledge Management; Sales
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    • December 2009 (Revised October 2015)
    • Case

    Diamond Foods

    By: David E. Bell and Mary Louise Shelman
    CEO Michael Mendes has transformed a grower-owned cooperative into a publicly traded top marketer of snack foods. Diamond's organization, culture, product development process, advertising and promotion strategy, and specifically its marketing department have been built... View Details
    Keywords: Agribusiness; Business Model; Customer Focus and Relationships; Leadership; Marketing Strategy; Consumer Behavior; Organizational Change and Adaptation; Cooperative Ownership; Agriculture and Agribusiness Industry; Retail Industry; United States
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    • November 1991 (Revised April 2002)
    • Background Note

    Note on Foreign Currency Swaps

    By: W. Carl Kester
    Provides descriptive background about the development of an international market for currency swaps and, by means of a detailed example, instructs readers in the determination of swap flows and all-in costs of financing using market swap rates. A rewritten version of... View Details
    Keywords: Currency
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    • February 2002
    • Case

    NeuroTherapy Ventures: Catalyzing Neurologic Innovations

    Discusses the impact of limited market size on epilepsy therapies and shows how an early-stage venture fund can catalyze faster development of new treatments. View Details
    Keywords: Information Technology; Commercialization; Innovation and Management; Business Startups; Pharmaceutical Industry
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    • June 1993 (Revised December 1994)
    • Case

    Milkpak Limited.: International Joint Venture

    By: John A. Quelch
    Considers a Pakistani company's decision to conduct a joint venture with a foreign multinational. In 1987, Milkpak Ltd. had successfully developed a market for sterilized milk and wanted to produce other value-added food products. The company was evaluating the best... View Details
    Keywords: Negotiation; Multinational Firms and Management; Joint Ventures; Developing Countries and Economies; Food and Beverage Industry; Pakistan
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    • December 2014 (Revised July 2021)
    • Case

    Discovery Limited

    By: Michael E. Porter, Mark R. Kramer and Aldo Sesia
    Discovery Ltd. is a South Africa-based insurance company. Started in the early 1990s, Discovery used behavioral economics and data collection to innovate in the health care insurance industry. Its founder Adrian Gore believed that the company's products needed to not... View Details
    Keywords: Shared Value; Health Care; Financial Services; Strategy; Value Creation; Health Care and Treatment; Insurance; Growth and Development Strategy; Financial Services Industry; Health Industry; Insurance Industry; South Africa
    Related
    • March 2019
    • Teaching Note

    Zespri Grows

    By: David E. Bell and John Masko
    Teaching Note for HBS No. 519-047. View Details
    Keywords: Agribusiness; Kiwi; Kiwifruit; Agriculture; Global Supply Chain; Branding; Produce; Coordinated Industry Structure; Industry Coordination; Countercyclical Supply; New Product Development; Product Strategy; Differentiation; Food; Quality; Trade; Brands and Branding; Marketing; Strategy; Global Strategy; Change Management; Organizational Change and Adaptation; Globalization; Globalized Firms and Management; Competitive Strategy; Resource Allocation; Product Development; New Zealand
    Related
    • September 2014
    • Teaching Note

    Entrepreneurial Finance Lab: Scaling an Innovative Start-up Financing Venture

    By: Joan Farre-Mensa
    The Entrepreneurial Finance Lab (EFL) is a financial technology start-up that has developed a new tool that uses psychometric tests to aid banks in developing markets with credit scoring of business loan applicants. EFL's ultimate goal is to solve the financing gap... View Details
    Keywords: Entrepreneurial Finance; Entrepreneurship; Financial Services Industry
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