Publications

April 2010 (Revised March 2011)
Supplement

Google in China (B)

In a January 2010 public statement, Google threatened to stop censoring its search results on its Google.cn website, as required by Chinese authorities. Should Google exit China? Or attempt a compromise with the Chinese government? View Details

Keywords: Cross-Cultural and Cross-Border Issues; Crisis Management; Market Entry and Exit; Business and Government Relations; Internet and the Web; Information Technology Industry; China

23 Feb 2010
First Look

First Look: Feb. 23

http://hbr.org/product/handbook-of-leadership-theory-and-practice/an/12326-HBK-ENG Unlocking the Slices of Genius in Your Organization: Leading for Innovation Authors:Linda A. Hill, Maurizio Travaglini, Greg Brandeau, View Details

Keywords: Martha Lagace

25 Oct 2016
First Look

October 25, 2016

New York: Springer Building a Culture of Health: A New Imperative for Business By: Quelch, John A., and Emily C. Boudreau Abstract—This ambitious... View Details

Keywords: Sean Silverthorne

June 2009
Supplement

Mary Kay Inc.: Asian Market Entry (B)

By 2008, over half of Mary Kay Cosmetics' $2.8 billion sales were from outside the U.S. Sales from China exceeded $500 million in 2008 through over 450,000 beauty consultants. China was Mary Kay Cosmetics' second most important national market with revenues growing at... View Details

Keywords: Global Strategy; Growth and Development Strategy; Brands and Branding; Emerging Markets; Market Entry and Exit; Beauty and Cosmetics Industry; Asia; China

March 2014 (Revised May 2014)
Teaching Note

Demarketing Soda in New York City

In 2013, New York City Mayor Michael Bloomberg tried and failed to institute a ban on serving sizes of large sugary beverages. Obesity posed a large public health risk to the city. Mayor Bloomberg's proposed ban was one of many attempts to combat the rising threat of... View Details

07 Apr 2009
First Look

First Look: April 7, 2009

for Competitive Advantage, edited by Jeffrey Word. John Wiley, forthcoming Abstract In the early twenty-first century, customers are more demanding than ever, and difficult... View Details

Keywords: Martha Lagace

June 2007
Article

Which Levers Boost ROI?

By: Margeaux Cvar and John A. Quelch

The article refers to ROI, or return on investment, and focuses on a rational strategy for financial markets that uses outside industry comparisons. The first step is to identify parallel businesses that have similar characteristics such as growth, capital, and market... View Details

Keywords: Mathematical Methods; Financial Markets; Investment Return

Find at Harvard

January 2008
Case

Lenovo: Building A Global Brand (Multimedia case)

By: John A. Quelch and Carin-Isabel Knoop

Announced in December 2004, the $1.75 billion acquisition of IBM's PC division by Lenovo, China's largest PC maker, made headlines around the world. A relative upstart in the business, Lenovo acquired the division of IBM that invented the PC in 1981. While Lenovo was... View Details

Keywords: Marketing Strategy; Multinational Firms and Management; Information Infrastructure; Global Strategy; Acquisition; Brands and Branding; Manufacturing Industry; Computer Industry; China

September 1993 (Revised June 2009)
Case

Mary Kay Cosmetics: Asian Market Entry (A)

In February 1993, Curran Dandurand, senior vice president of Mary Kay Cosmetics Inc.'s global marketing group, was reflecting on the company's international operations. Mary Kay Cosmetics Inc. products had been sold outside the United States for over 15 years, but by... View Details

Keywords: Globalized Firms and Management; Market Entry and Exit; Operations; Sales; Beauty and Cosmetics Industry; Asia

February 2007
Tutorial

Measuring Marketing Performance

In many organizations, marketing exists far from the executive suite and the boardroom. This tutorial instructs students how to improve the link between high level corporate strategy and the marketing function. First, students are exposed to three companies in which... View Details

Keywords: Marketing Strategy; Corporate Strategy; Performance Evaluation

2016
Book

Building a Culture of Health: A New Imperative for Business

By: John A. Quelch and Emily C. Boudreau

This ambitious volume sets out to understand how every company impacts public health and introduces a robust model, rooted in organizational and scientific knowledge, for companies committed to making positive contributions to health and wellness. Focusing on four... View Details

Keywords: Social Marketing; Corporate Social Responsibility and Impact; Health

Find at Harvard

November – December 2008
Article

Holding a Mirror up to Marketing

By: John A. Quelch and Katherine Jocz

The Dove campaign addressed a common concern that crossed cultural boundaries. Confronted by standard visual stereotypes of beauty in the global media, many young women develop self-image and self-esteem problems. The Dove Real Beauty campaign rejected these narrow... View Details

Keywords: Marketing; Advertising Campaigns; Welfare; Diversity; Emotions; Government and Politics

Read Now

03 Mar 2008
First Look

First Look: March 4, 2008

widgets, according to John Quelch and Katherine Jocz. In "Greater Good", the authors contend that marketing performs an essential societal function—and does so... View Details

Keywords: Martha Lagace

August 1997
Case

Orbital Sciences Corporation: ORBCOMM

By: Das Narayandas and John A. Quelch

In late 1993, Orbital Communications Corp. (OCC), a subsidiary of Orbital Sciences Corp., is developing a global two-way wireless data communications system, called "ORBCOMM," based on a 26-satellite constellation in low earth orbit. Service is scheduled to begin in... View Details

Keywords: Business Subsidiaries; Business Model; Business Startups; Price; Global Strategy; Marketing Strategy; Demand and Consumers; Partners and Partnerships; Salesforce Management; Telecommunications Industry

May 2015 (Revised May 2017)
Case

Colgate-Palmolive Company: Marketing Anti-Cavity Toothpaste

By: John A. Quelch and Margaret L. Rodriguez

In October 2013, Colgate-Palmolive Company, the world's leading oral care company, was about to launch its new Colgate® Maximum Cavity Protection™ plus Sugar Acid Neutralizer™ toothpaste in Brazil. Oral care category accounted for 46 percent of Colgate's $17.4 billion... View Details

Keywords: New Product Management; Consumer Segmentation; Global Marketing; Corporate Social Responsibility; Healthcare; Sustainability; Health Care and Treatment; Environmental Sustainability; Marketing; Segmentation; Product Development; Product Launch; Corporate Social Responsibility and Impact; Product Positioning; Consumer Products Industry; Brazil; United States

September 2009
Case

Culinarian Cookware: Pondering Price Promotion

By: John A. Quelch and Heather Beckham

In November of 2006, senior executives at Culinarian Cookware were debating the merits of price promotions for the company's premium cookware products. The VP of Marketing, Donald Janus, and Senior Sales Manager, Victoria Brown, had different views. Janus felt price... View Details

Keywords: Profitability Analysis; Consumer Marketing; Brand Equity; Pricing Policies; Sales Promotions; Small ＆ Medium-sized Enterprises; Decisions; Goals and Objectives; Price; Marketing Strategy; Consumer Behavior; Management Teams; Sales; Brands and Branding; Consumer Products Industry

2017
Book

Global Marketing Management: A Casebook

During the last quarter century, international business was shaken by a revolution in global competition unlike any previously experienced. As companies move through the twenty-first century, they need to be aware of the range of powerful, dynamic, and often... View Details

Keywords: Marketing; Management; Globalization; Competitive Strategy