Publications

June 2015
Case

The Coca-Cola Company's Case for Creative Transformation

By: Thales S. Teixeira and Elizabeth Anne Watkins

In 2013, the Coca-Cola Company was awarded Creative Marketer of the Year by the Cannes Lions Festival (known as the "Oscar of Advertising") for the first time ever in history and nearly 50 years after the Festival's inception. Just one year before that, Jonathan... View Details

Keywords: Attention Economics; Creating Connections; Digital Marketing; Marketing Innovations; Social Networks; Advertising Content; Networked Brand; Beverage Industry; Coca-Cola; Digital Innovation; Digital Transition; Marketing; Marketing Communications; Innovation Strategy; Social and Collaborative Networks; Advertising; Creativity; Consumer Products Industry

September 2004
Teaching Note

Metso Paper: Globalization of Finnish Metal Workshops (TN)

By: Lynda M. Applegate, Marikka Heikkila and Kalle Lyytinen

Teaching Note to (9-805-057). View Details

Keywords: Pulp and Paper Industry

Web

Insights from Faculty and Business Experts

29 Jul 2013
News

Opening New Markets for Black South African Winemakers

wine-making. But apartheid had prevented them from owning land or gaining access to capital. Wine had become a $3 billion export industry for South Africa, but just 2 percent of the market was held by black... View Details

Keywords: wine; wine making; wine importing; Food and Beverage Stores; Food and Beverage Stores; Food and Beverage Stores; Food and Beverage Stores

2007
Working Paper

Innovation through Global Collaboration: A New Source of Competitive Advantage

By: Alan MacCormack, Theodore Forbath, Peter Brooks and Patrick Kalaher

Many recent studies highlight the need to rethink the way we manage innovation. Traditional approaches, based on the assumption that the creation and pursuit of new ideas is best accomplished by a centralized and collocated R&D team, are rapidly becoming outdated.... View Details

Keywords: Collaborative Innovation and Invention; Groups and Teams; Research and Development; Performance Improvement; Management Practices and Processes; Partners and Partnerships; Competency and Skills; Framework; Competitive Advantage; Global Strategy; Opportunities; Cost

Read Now

01 Feb 1998
News

New Global Research Site Announced in Hong Kong

Stopping in Hong Kong during a fast-paced tour of Asia that also included visits to Beijing, Shanghai, Singapore, and Kuala Lumpur, HBS Dean Kim B. Clark made an important announcement about the School's View Details

Keywords: Audrey Snee; photographs by Graham Uden

06 Oct 2016
News

The Munich Oktoberfest: From Local Tradition to Global Capitalism

01 Dec 1999
News

New Jakurski Chair Supports Research in Global Finance

in the region, Jakurski oversaw the firm's growth and transformation into what is now a full-service investment bank. In 1998, Jakurski sold his shares in Banco Pactual to start a global hedge fund, JGP... View Details

04 Mar 2015
What Do You Think?

Can a Laissez-Faire Approach Fix Labor Market Inequality?

how a truly free market will work as there are no truly free markets today Perhaps a proper study on how big money rigs and biases things in its own favour should be first... View Details

Keywords: by James Heskett; Retail

04 Apr 2000
Research & Ideas

The Right Way to Restructure Conglomerates in Emerging Markets

handle. It also poses practical problems. For instance, how easy is it to estimate a reliable breakup value for a business group in the middle of a fire sale and in the absence of a well-developed market for... View Details

Keywords: by Tarun Khanna & Krishna Palepu

Research Summary

Overview

My research lies at the intersection of strategic management and international business, with a focus on how firms’ heterogeneous national environments affect competition, corporate strategy, and firm performance. View Details

Keywords: Global Strategy; Emerging Markets; Corporate Strategy; Competitiveness; Competitive Dynamics; United States; Brazil; Africa

Article

Hecho en México: Reflexiones de un viaje a China

By: Roberto Charvel and Rodrigo Gallegos

Keywords: Emerging Market; Capital Markets; Manufacturing; Free Trade Agreements Environment; Economic Development; Globalization; China; Growth and Development; Competition; Competitive Advantage; Manufacturing Industry; China; Mexico

Read Now

August 2008
Teaching Note

System on a Chip 2008: Global Unichip Corp. (TN)

By: Willy C. Shih

Teaching Note for [608159] and [609001]. View Details

Keywords: Vertical Integration; Horizontal Integration; Industry Structures; Technology; Semiconductor Industry

20 May 2019
News

How Ferdinand Porsche’s Great-Grandson Is Gearing Up to Disrupt The Sports Car Market

November 2017 (Revised October 2018)
Case

Brandless: Disrupting Consumer Packaged Goods

By: Jill Avery

Brandless, an online direct-to-consumer seller of upscale private-label consumer packaged goods, offered consumers a limited assortment of values-conscious products delivered directly to their homes with the simplicity of one fixed $3 price point that promised an... View Details

May 2008
Teaching Note

Disney Consumer Products: Marketing Nutrition to Children (TN)

By: David E. Bell and Mary L. Shelman

Teaching Note for [507-006]. View Details

Keywords: Partners and Partnerships; Food; Age; Health Pandemics; Nutrition; Consumer Products Industry; Consumer Products Industry

June 2016
Case

Big Spaceship: The Evolving Agency

By: Boris Groysberg and Matthew G. Preble

This case discusses the evolution of Big Spaceship, an advertising and marketing agency, from a product-focused business to a relationship-oriented one as clients seek deeper and more meaningful long-term partnerships. The 15-year-old company had already evolved... View Details

Keywords: Digital Marketing; Advertising; Advertising Campaigns; Marketing; Organizational Structure; Organizational Design; Organizational Culture; Organizational Change and Adaptation; Social Media; Advertising Industry; United States; New York (city, NY)

December 2004
Teaching Note

Volvo Trucks (C): Closing Volvo Global Truck (TN)

By: Michael E. Porter and Orjan Solvell

Teaching Note to (9-702-444). View Details

Keywords: Manufacturing Industry; United States

April 2013
Case

Luca de Meo at Volkswagen Group

By: Linda A. Hill and Dana M. Teppert

Luca de Meo, chief marketing officer of Volkswagen Group, reflects on his time leading the marketing department at Volkswagen Passenger Cars brand. In particular, he thinks about the environmental sustainability initiative launched by marketing called "Think Blue" and... View Details

Keywords: Marketing; Sustainability; Branding; Leadership; Change Management; Environmental Sustainability; Auto Industry; Germany