Global Marketing Strategy - Publications - Faculty & Research - Harvard Business School

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June 2017
Teaching Note

The De Beers Group: Exploring the Diamond Reselling Opportunity

By: Benjamin C. Esty, Daniel P. Gross and Lauren G. Pickle

In September 2014, Tom Montgomery (SVP of strategic initiatives at the De Beers Group) and his team launched a pilot program in the United States to explore $1 billion diamond market for pre-owned (recycled) diamonds. According to Montgomery, the motivation for the... View Details

09 Jan 2019
Research & Ideas

The UK Needs a Bold Strategy Around Competition to Survive Brexit

put in place strategies to drive prosperity in the regions. In addition, its policy has also focused on a few strong industries, such as pharmaceuticals, aerospace, and car manufacturing, while ignoring that the broader economy that has... View Details

Keywords: by Michael Blanding

August 1984
Case

Competitive Positioning in the Dishwasher Industry (A): The Dishwasher Market

By: Joseph L. Bower

Keywords: Product Positioning; Competitive Strategy; Consumer Products Industry

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Article

The Entrepreneurial M-Form: Strategic Integration in Global Media Firms

By: T. R. Eisenmann and J. L. Bower

Keywords: Entrepreneurship; Strategy; Integration; Global Range; Business Ventures; Media; Media and Broadcasting Industry

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1990
Book

New and Improved: The Story of Mass Marketing in America

By: R. S. Tedlow

Keywords: Marketing Strategy; United States

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February 2017 (Revised May 2022)
Case

The De Beers Group: Exploring the Diamond Reselling Opportunity

By: Benjamin C. Esty, Daniel P. Gross and Lauren G. Pickle

In September 2014, Tom Montgomery (SVP of strategic initiatives at the De Beers Group) and his team launched a pilot program in the United States to explore the $1 billion diamond market for pre-owned (recycled) diamonds. According to Montgomery, the motivation for the... View Details

September 2020
Supplement

Commonwealth Joe: January 2020 Update from CEO Robert Peck

By: Alexander J. MacKay

At the end of 2016, the leadership team of Commonwealth Joe Coffee Roasters—Robert Peck, Chase Damiano, and Jeremy Martin—had begun an ambitious retail expansion strategy in the Washington, D.C. metropolitan area for their specialty coffee business. That October, they... View Details

Keywords: Cold Brew Coffee; Specialty Coffee; On-premise Coffee Market; Retail Expansion Strategy; Entrepreneurship; Business Model; Brands and Branding; Expansion; Strategy; Decision Making; Food and Beverage Industry; Retail Industry

Research Summary

Evolution of firm structure in vertical specialized technology supply chains

By: Willy C. Shih

The global market in many everyday products has been transformed by the internationalization of production. In many industries, semiconductors and electronic products in particular, a sequential mode of production has evolved in which goods are produced... View Details

Keywords: Globalization Of Supply Chain; Globalization; Technological Innovation; Manufacturing Industry; Biotechnology Industry; Auto Industry; United States; Asia; China

Web

BiGS Fellows | Institute for Business in Global Society

Associate Professor in the Departments of Sociology and Criminology and African American Studies, University of Iowa; Nonresident Fellow in Governance Studies at The Brookings Institution; Carr Center Fellow at the Harvard Kennedy School Examining ways to create... View Details

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

21 Jan 2014
News

Ashish Nanda’s Global Blueprint for India's Premier Business School

Keywords: Colleges, Universities, and Professional Schools; Educational Services

March 2010 (Revised February 2013)
Case

Baltic Beverages Holding: Competing in a Globalizing World (A)

By: Juan Alcacer, Rasmus Karl Gustaf Molander and Rakeen Mabud

The Finnish brewer Hartwall and the Swedish brewer Pripps had to decide how to react to the rapidly changing European political, economic, and business environment in 1989–1990. View Details

Keywords: Economics; Globalized Economies and Regions; Government and Politics; Competition; Corporate Strategy; Food and Beverage Industry; Finland; Sweden

April 2009
Teaching Note

Ocean Tomo: Building a Market for Intellectual Property (TN)

By: Peter A. Coles and Andrei Hagiu

Teaching Note for [709404]. View Details

Keywords: Management Teams; Intellectual Property; Valuation; Auctions; Globalized Markets and Industries; Resource Allocation; Banking Industry

01 Jul 2000
News

What Every Executive Needs to Know About Global Warming

Keywords: Kimberly O’Neill Packard, Forest Reinhardt

2009
Chapter

The Global Competitive Position of the Baltic Sea Region

By: Christian H.M. Ketels

Keywords: Globalized Economies and Regions; Competition; Trade; Baltic Countries

June 2023 (Revised January 2024)
Case

Chipmaking in the Desert: Taiwan Semiconductor Manufacturing Company's Global Expansion

By: William C. Kirby and Noah B. Truwit

On December 6, 2022, in Phoenix, Arizona, Taiwan Semiconductor Manufacturing Company (TSMC) Executive Chairman Mark Liu outlined the company’s ambitious plans to invest $40 billion to build semiconductor manufacturing plants in Phoenix. The event also celebrated the... View Details

Keywords: Geopolitical Units; Government and Politics; Government Legislation; Expansion; Market Entry and Exit; Semiconductor Industry; Taiwan; United States

December 2012 (Revised September 2022)
Case

BabbaCo

By: Jeffrey J. Bussgang and Gaurav Jain

Having just raised a Series B financing, the case protagonist is faced with a tough decision: should she "step on the gas" and scale the customer base, or continue focusing on fine-tuning the product and business model. The case describes the various marketing channels... View Details

Keywords: Subscription; Marketing; Scaling; Product-market Fit; Online Marketing; Customers; Decisions; Expansion; Marketing Channels; Business Startups; Growth and Development Strategy; Digital Marketing; Marketing Strategy

March 1997
Article

Internal Capital Markets and the Competition for Corporate Resources

By: Jeremy Stein

Keywords: Markets; Competition

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June 2020
Supplement

Career Karma: Growth in a Time of Global Uncertainty (B)

By: Laura Huang and Elizabeth Jiang

This (B) case expands upon the journey of Career Karma’s three founders by presenting a fictionalized Investor Meeting scenario. View Details

September–October 2017
Article

GE's Global Growth Experiment: The Company Pushed Cross-Business Collaboration

By: Ranjay Gulati

Like many other companies, GE under Immelt had to figure out how to balance serving local needs with the economies of worldwide scale. Harvard Business School’s Ranjay Gulati looks at how it tackled the challenge. He identifies several important takeaways for other... View Details

Keywords: Growth and Development Strategy; Multinational Firms and Management

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