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May 2012
Case

Quietly Brilliant: Transformational Change at HTC

By: Michael L. Tushman and Kerry Herman

The case examines smartphone maker HTC's 2006 decision to become a branded company. The case focuses on the cultural and organizational shifts HTC underwent to successfully make the transition from an ODM, founded in 1997, to a leading branded manufacturer (7% market... View Details

Keywords: Globalized Firms and Management; Organizational Structure; Cross-Cultural and Cross-Border Issues; Telecommunications Industry; Taiwan

June 2008
Case

Starbucks Coffee Company in the 21st Century

By: Nancy F. Koehn, Marya Lisl Hill-Popper Besharov and Katherine Miller

The case explores the opportunities and challenges confronting Starbucks in the early 21st century. For more than 15 years, Starbucks has grown swiftly and successfully, helping create a large, dynamic market for specialty coffee, building one of the world's most... View Details

Keywords: Business Model; Economy; Growth Management; Brands and Branding; Corporate Social Responsibility and Impact; Competition

January 2021 (Revised March 2022)
Case

Arçelik: From a Dealer Network to an Omnichannel Experience

By: Ayelet Israeli and Fares Khrais

Arçelik Turkey, the country’s market leader in household appliances, was at an omnichannel crossroads in January 2020. Arçelik was a B2B player utilizing a dealership network with an umbrella of brands and had one of the largest brick-and-mortar store networks in... View Details

June 2008 (Revised April 2013)
Case

Bernd Beetz: Creating the New Coty

By: Geoffrey Jones and David Kiron

Considers the creation of the world's largest fragrance company by Bernd Beetz, appointed chief executive of Coty Inc. in 2001. In 1990 the German consumer goods company Benkiser began acquiring fragrance and cosmetics brands with the intent of developing a beauty... View Details

Keywords: Mergers and Acquisitions; Entrepreneurship; Globalized Firms and Management; Growth and Development Strategy; Corporate Strategy; Beauty and Cosmetics Industry; Germany; United States

10 Sep 2008
Research & Ideas

Long-Tail Economics? Give Me Blockbusters!

no promising blockbusters in the drug pipeline. In a globally integrated market, blockbuster brands that address common consumer needs are more important than ever. Consumers around the world are excited to... View Details

Keywords: by John Quelch; Entertainment & Recreation; Pharmaceutical

November 2024
Case

Grand Seiko—The Sleeping Lion

By: Rohit Deshpandé, Nobuo Sato and Akiko Kanno

In 2024, Akio Naito, President of Seiko Watch Corporation, reflected on the global expansion of Grand Seiko, the company’s luxury watch brand. Originally created more than 60 years ago as the luxury model of Seiko watches in Japan, Grand Seiko struggled to... View Details

Summer 2014
Article

Taiwan's PC Industry, 1976–2010: The Evolution of Organizational Capabilities

By: Howard H. Yu and Willy C. Shih

The stellar growth of Taiwan's personal computer (PC) industry over the past three decades represents a paradox. Participating in the global production system, local firms in Taiwan grew in association with established firms in the West. Despite their technical... View Details

Keywords: Personal Computer; PC; PC Industry; Taiwan PC Industry; Taiwan PC Manufacturers; Innovation and Invention; Innovation and Management; Innovation Strategy; Growth and Development; Growth and Development Strategy; Growth Management; Industry Clusters; Industry Growth; Industry Structures; Information Technology; Technological Innovation; Mobile Technology; Information Technology Industry; Taiwan

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September 2016 (Revised September 2017)
Case

Zalora Philippines: From Growth to Profitability

By: Donald Ngwe and Thales Teixeira

In May 2015 Paulo Campos, co-founder and CEO of Zalora Philippines, found himself at a crucial turning point in his young company’s development. In just three years, Zalora had come from entering the Philippine fashion retail industry as an unknown quantity to becoming... View Details

Keywords: Internet and the Web; Business Subsidiaries; Business Growth and Maturation; Fashion Industry; Retail Industry; Sweden; Southeast Asia; Philippines

2010
Book

Unilever'i Yenilemek: Dönüşüm ve Gelenek [Renewing Unilever: Transformation and Tradition]

By: Geoffrey Jones

Unilever's brands can now be found in one out of every two households in the world. This arresting and impressive fact shows the scope and scale of this unique global corporation. Geoffrey Jones, a leading business historian from the Harvard Business School, takes us... View Details

Keywords: Business History; Business Growth and Maturation; Multinational Firms and Management; Corporate Strategy; Organizational Culture; Globalization; Brands and Branding; Consumer Products Industry

2012
Teaching Note

Zhejiang Semir Garment Co., Ltd. (TN)

By: F. Warren McFarlan, Jie Jiao and Yuren Fang

With the rapid growth of China's economy and China's increasing integration into the global economy in the past two decades, China's leisure clothing and garment enterprises achieved a rapid rise and became an important competitive force confronting the foreign brands... View Details

Keywords: Business Model Innovation; Competitive Strategy; Management Controls; China; China

September 2001 (Revised June 2004)
Case

Cafe de Colombia

By: Rohit Deshpande and Alexandra de Royere

Discusses sustaining brand equity after a highly successful commodity-product branding ad campaign. View Details

Keywords: Globalization; Brands and Branding; Advertising Campaigns; Product; Goods and Commodities; Colombia

June 2011 (Revised August 2011)
Case

Colgate-Palmolive: Staying Ahead in Oral Care

By: Rebecca M. Henderson and Ryan Johnson

In 2011, Colgate-Palmolive (Colgate) was the global leader in oral care, with a dominant market share lead in toothpaste and a growing presence in toothbrushes and mouthwash. However, the firm faced stiff competition with perennial rivals P&G increasing their focus on... View Details

Keywords: Innovation Strategy; Brands and Branding; Product Positioning; Distribution Channels; Relationships; Competition; Competitive Advantage; Customization and Personalization; Health Industry

January 2013 (Revised April 2013)
Case

Mutti S.p.a.

By: Jose B. Alvarez, Carin-Isabel Knoop and Mary Shelman

Francesco Mutti, owner, CEO, and great-grandson of the founder of Mutti Spa, ran the 113-year old Parma, Italy-based tomato-processing company. Mutti sales grew from €11 million in 1995 to €185 million in 2011, without producing for store brands in a market in which... View Details

Keywords: Agribusiness; Strategy; Plant-Based Agribusiness; Family Business; Competitive Strategy; Global Strategy; Retail Industry; Agriculture and Agribusiness Industry; Italy

June 2018
Case

Forta Furniture: International Expansion

By: John A. Quelch and Karthik Easwar

The Forta Furniture case highlights the need to consider new market expansion to grow a firm. It demonstrates that simply doing what has always been done is not sustainable when other competitors enter the market with differentiated or potentially superior offerings.... View Details

Keywords: Market Entry and Exit; Global Range; Decision Making; Analysis; Cross-Cultural and Cross-Border Issues; Growth and Development Strategy; Brands and Branding; Expansion

2012
Case

Zhejiang Semir Garment Co., Ltd.

By: F. Warren McFarlan, Jie Jiao and Yuren Fang

With the rapid growth of China's economy and China's increasing integration into the global economy in the past two decades, China's leisure clothing and garment enterprises achieved a rapid rise and became an important competitive force confronting the foreign brands... View Details

Keywords: Business Model Innovation; Competitive Strategy; Management Controls; China; China

17 Jun 2011
HBS Case

KFC’s Explosive Growth in China

so big this has a huge impact on the rest of the global food system. What happens in China, what Chinese people eat, impacts what you and I pay for food." What happened in China with Yum! Brands, and with KFC in particular, had a lot... View Details

Keywords: by Maggie Starvish; Food & Beverage

2005
Book

Renewing Unilever: Transformation and Tradition

By: Geoffrey Jones

This book examines the history of Unilever over the last half century. Managing such a firm in the era of globalization posed enormous challenges. The book covers the company's strategies and provides compelling evidence of its decision-making, marketing, brand... View Details

Keywords: Business History; Decision Making; Organizational Culture; Globalization; Transformation; Human Resources; Business Strategy; Brands and Branding; Innovation and Invention; Consumer Products Industry

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August 2010 (Revised October 2014)
Case

Herborist

By: John Deighton, Leora Kornfeld, Yanqun He and Qingyun Jiang

Global brands such as L'Oreal and Oil of Olay dominate China's skin care market. A Chinese domestic brand, after some success in partnership with Sephora in Europe, aspires to challenge the French and U.S. brands' hold on the China market. It must decide how to segment... View Details

Keywords: Cross-Cultural and Cross-Border Issues; Product Marketing; Product Positioning; Demand and Consumers; Competitive Strategy; Segmentation; Beauty and Cosmetics Industry; China

December 2009 (Revised June 2010)
Case

Ebro Puleva

By: David E. Bell, Antonio Garcia de Castro, Rocio Reina Paniagua and Mary Louise Shelman

Once Spain's largest sugar company, Ebro Puleva has been transformed through a series of international acquisitions into the world's largest package rice company and second largest pasta company. In 2009, Chairman Antonio Hernandez Callejas must decide how to proceed... View Details

Keywords: Mergers and Acquisitions; Financial Crisis; Globalized Firms and Management; Leadership; Growth and Development Strategy; Brands and Branding; Consumer Behavior; Agriculture and Agribusiness Industry; Retail Industry; Spain

February 2007 (Revised March 2007)
Case

Li Ning - Anything is Possible

A leading sporting goods company in China competes aggressively against global brands Nike and Adidas, with marketing strategies adapted to geographic segments. In the main cities, where competition takes place at a very conceptual level, Li Ning has chosen to adopt a... View Details

Keywords: Product Positioning; Competitive Strategy; Consumer Behavior; Global Strategy; City; Consumer Products Industry; Sports Industry; China

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