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relationship with enterprise and creative professional customers, while keeping its leadership position in the industry? April 2025 Case Salesforce Agentforce: The Limitless Workforce By: Suraj Srinivasan , Allison Ciechanover and George Gonzalez In early 2025,... View Details

September 2019 (Revised June 2021)
Case

Dove and Real Beauty: Building a Brand with Purpose

By: Mark R. Kramer, Myriam Sidibe and Gunjan Veda

Unilever subsidiary Dove soap became a "brand with a purpose" and created shared value when the company decided to launch a Campaign for Real Beauty to combat the artificial media-driven stereotype of female beauty that causes appearance anxiety in women and girls... View Details

Keywords: Stereotype; Body Image; Female; Self-Esteem; Brands and Branding; Mission and Purpose; Advertising Campaigns; Gender; Resource Allocation

September 1984
Case

Henkel Corp.: International Sealants Brand SISTA (A)

By: Robert J. Dolan

Corporate headquarters wishes to expand sales of a sealant product currently sold only in the West German market. Regional affiliates, operating on a profit center basis, are not enthusiastic about taking on the new product. The case describes the company's... View Details

Keywords: Marketing Strategy; Globalization; Expansion; Profit; Conflict Management; Consumer Products Industry; Construction Industry; Europe; West Germany

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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

April 2005 (Revised February 2006)
Case

L'Oreal and the Globalization of American Beauty

By: Geoffrey G. Jones, David Kiron, Vincent Dessain and Anders Sjoman

Examines L'Oreal's acquisition of leading U.S. cosmetics brands, including Maybelline, Redken, and Kiehl's, and their subsequent renewal and globalization. Reviews the history of L'Oreal, now the world's largest cosmetics company, from its origins in France in 1907.... View Details

Keywords: Management; Corporate Strategy; Problems and Challenges; Brands and Branding; Business History; Globalization; Acquisition; Beauty and Cosmetics Industry; Consumer Products Industry; France; United States

March 2014
Case

Jurlique: Globalizing Beauty from Nature and Science

By: Geoffrey Jones and Andrew Spadafora

Considers the marketing and strategic challenges faced by natural beauty brands using the case of Australian-based Jurlique, which was acquired by Pola of Japan in 2011. The case opens two years later in July 2013 when Sam McKay, the chief executive officer, on a visit... View Details

Keywords: Australia; China; Environmental Strategies; Green Business; Marketing; Entrepreneurship; Globalization; Beauty and Cosmetics Industry; China; Australia; United States

01 Mar 2021
News

Manage the Suppliers That Could Harm Your Brand

June 2007 (Revised January 2008)
Case

BBC Worldwide: Global Strategy

By: John A. Quelch and Carin-Isabel Knoop

In January 2007, John Smith, chief executive officer of BBC Worldwide (BBC WW), the commercial arm of the British Broadcasting Corporation (BBC), was preparing to meet with his senior managers to discuss BBC WW's global strategy options. BBC WW exploited and exported... View Details

Keywords: Global Strategy; Brands and Branding; Marketing Channels; Expansion; Internet; Media and Broadcasting Industry; Great Britain

August 2023
Case

BYD, China, and Global Electric Vehicle Rivalry

By: Cynthia A. Montgomery and Max Hancock

In 2023, BYD, a Chinese electric vehicle (EV) maker, surpassed Tesla to become the world's best-selling EV brand. BYD began selling mobile phone batteries in 1995, acquired a license to sell vehicles in 2002, and spent two decades building its EV brand, growing its... View Details

Keywords: Competition; Competitive Strategy; Expansion; Segmentation; Vertical Integration; Market Participation; Environmental Sustainability; Auto Industry; Electronics Industry; China; Europe; United States; Japan; South Korea

11 Dec 2023
Blog Post

Building Iconic Brands and Brighter Futures: Interview with Glossier CEO, Kyle Leahy

Kyle Leahy (MBA 2011) stepped into the CEO role of Glossier in May 2022 ready to take the brand to new heights. Since its founding in 2014, Glossier had disrupted the beauty industry, created a powerful community-driven brand, and was... View Details

Beauty Imagined: A History of the Global Beauty Industry

The global beauty business permeates our lives, influencing how we perceive ourselves and what it is to be beautiful. The brands and firms which have shaped this industry, such as Estée Lauder, Chanel, L'Oréal, and Shiseido, have imagined beauty for us.... View Details

07 Mar 2019
News

Smart Marketing Brings Rapid Growth to Latino Brands

accomplish that was to create their own distribution network. Therefore, we are able to control how the brand should look like, how the brand should be able to be established in the marketplace, and how that... View Details

27 Sep 2024
Research & Ideas

Charting 'Cheapflation': How Budget Brands Got So Pricey

Surging inflation drove many consumers to cheaper brands or lower-quality products, but new data suggests that switching might not have saved them as much as they might have expected. During the most recent period of high inflation,... View Details

Keywords: by Ana Elena Azpúrua

March 2004 (Revised November 2012)
Teaching Note

P&G Japan: The SK-II Globalization Project (TN)

By: Christopher A. Bartlett

Traces changes in P&G's international strategy and structure, culminating in Organization 2005, a reorganization that places strategic emphasis on product innovation rather than geographic expansion and shifts power from local subsidiary to global business management.... View Details

Keywords: Business Subsidiaries; Trade; Globalization; Global Strategy; Innovation Strategy; Business or Company Management; Beauty and Cosmetics Industry; Consumer Products Industry; Hong Kong; Japan; Taiwan; Europe