Global Marketing Strategy - Publications - Faculty & Research

January 2007
Class Lecture

Web

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1997
Working Paper

Corporate Strategies for Emerging Markets in Business Groups

By: Tarun Khanna and Krishna G. Palepu

Citation

25 Jan 2007
Other Presentation

Winning Competitive Strategies in Today's Shifting Global Marketplace

By: Michael E. Porter

The following portion of this presentation draws on Michael E. Porter and Elizabeth Olmsted Teisberg: Redefining Health Care: Creating Value-Based Competition on Results, Harvard Business School Press, May 2006. Earlier publications about health care include the... View Details

Keywords: Health; Netherlands

Citation

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February 2010
Teaching Note

Wanxiang Group: A Chinese Company's Global Strategy (TN)

By: Regina M. Abrami, William C. Kirby, F. Warren McFarlan and Keith Chi-ho Wong

Teaching Note for [308058]. View Details

Keywords: Business History; Global Strategy; Business Conglomerates; Vertical Integration; Goals and Objectives; Mergers and Acquisitions; Auto Industry; China; United States

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24 Jul 2014
Blog Post

Create a Content Marketing Strategy for your Talent Acquisitions Team

program and are building out a social media presence to support your branding efforts. But what strategy has been put in place to leverage that social media presence to attract the right talent? Creating a content View Details

February 1982 (Revised May 1992)
Case

MCI Telecommunications Corp. (A): Corporate and Marketing Strategy

By: John F. Cady and Frank V. Cespedes

Keywords: Corporate Strategy; Marketing Strategy; Telecommunications Industry

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March 2013
Teaching Note

Vale: Global Expansion in the Challenging World of Mining (TN) (A) and (B)

By: Tarun Khanna and Aldo Musacchio

Keywords: Globalization; Brazil; Emerging Markets; Mining; Mining Industry; Brazil; South America

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2016
Chapter

The Organization of Non-market Strategy

By: Dylan B. Minor

The purpose of this paper is to explore how firms organize to engage in non-market strategy. To achieve this end, we explore the organization of non-market strategy via a formal model of the firm. The model is motivated by a qualitative study of the organization of... View Details

Keywords: Non-market Strategy; Corporate Social Responsibility; Strategy; Organizational Design; Corporate Social Responsibility and Impact

Citation

December 2016
Article

Corporate Sponsorship in Culture—A Case of Collaborative Marketing by a Global Bank and a Major Art Museum

By: Ragnar Lund and Stephen A. Greyser

This paper examines cultural sponsorship from a partnership perspective. It studies the collaboration between two international institutions, a bank and a museum, and their value co-creation with customers and audiences. This in-depth case study of a sponsorship... View Details

Keywords: Sponsorship; Co-marketing; Partnerships; International Marketing; Arts Marketing; Relationship Marketing; Museums; Resource Integration; Marketing; Partners and Partnerships; Financial Institutions; Arts

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01 Jan 1999
News

Disciplined Decisions: Aligning Strategy with the Financial Markets

Keywords: Martha Amram, Nalin Kulatilaka

17 Jul 2013
News

For Global Drug Manufacturers, China Becomes a Perilous Market

January 2017 (Revised February 2022)
Background Note

Assessing and Enhancing Market Attractiveness

By: Eric Van den Steen

This note gives students a systematic and comprehensive framework for analyzing and influencing market attractiveness. It pays explicit attention to value creation, complements, and the dynamics of market attractiveness. It also includes careful sub-frameworks for... View Details

Keywords: Market Attractiveness; Markets; Industry Structures; Strategy

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May 2014
Teaching Note

Wanxiang Group: A Chinese Company's Global Strategy (B)

By: William C. Kirby and Erica M. Zendell

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Article

Ten Steps to a Global Human Resources Strategy

By: John A. Quelch and Helen Bloom

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August 1981 (Revised May 1984)
Case

General Electric Co.: Clock and Timer Market Strategy

Citation

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June 17, 2016
Comment

Companies Need to Start Marketing Security to Customers

By: John A. Quelch

Recent events in Orlando underscore an important marketing truth: consumer safety and security are mission critical. A popular nightclub, Pulse, known as a safe place for the LGBT community, is put out of business at least temporarily by a terrorist act. Not far away... View Details

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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

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June 2018 (Revised October 2020)
Case

Global Brand Management of Anheuser Busch InBev's Budweiser

By: Jill Avery

Brian Perkins, chief architect of the $6 billion Budweiser brand, was excited about 2018, in which the company would launch Budweiser into several new markets in Africa and Latin America. He was feeling the pressure to finalize a global brand strategy that would define... View Details