Publications

TeachingInterests

Globalization and Emerging Markets

Globalization and Emerging Markets is designed for students who will be investing, managing a business or nonprofit, or working for a government in an emerging market. The unit of analysis of the course ranges from countries to multinational and domestic companies... View Details

December 2013
Course Overview Note

Digital Marketing Strategy

By: Thales Teixeira

Digital Marketing Strategy is the process by which firms employ, either partially or exclusively, digital tools, techniques, and tactics to create value for customers. View Details

Keywords: Digital Marketing; Brands And Branding; Marketing

2023
Working Paper

Where Strategy Matters: Evidence from a Global Startup Field Study

By: Nataliya Langburd Wright

The role of strategy for innovative startups is theoretically ambiguous and much debated among practitioners. I interviewed executives of 253 scaling software ventures from 34 countries and scored the alignment of their market and organizational choices to detect... View Details

Keywords: Entrepreneurship And Strategy; Scaling Technology Ventures; Global Contextual Intelligence; Strategy; Entrepreneurship; Global Strategy; Growth and Development Strategy

SSRN

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2016
Book

Strategy Beyond Markets

By: John de Figueiredo, Michael Lenox, Felix Oberholzer-Gee and Rick Vanden Bergh

Strategy beyond markets has been an active area of research inquiry since the early 1990s. Since its inception, the scholarship emanating from this research stream has grown substantially in quantity, quality, and breadth. Likewise, firms across the world have... View Details

Keywords: Strategy

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Research Summary

GLOBALIZATION AND STRATEGY

Pankaj Ghemawat is engaged in a substantial stream of work on globalization and strategy. On the research front, this has involved a particular focus on the levels and dynamics of cross-border market integration, location-specificity and persistent sources of... View Details

July 1989 (Revised November 1992)
Background Note

Marketing Strategy Formulation

Identifies the elements of marketing strategy and introduces frameworks for strategic marketing decisions. The frameworks deal with market definition and selection, positioning and differentiation, and market entry/exit decisions. Other topics discussed include... View Details

Keywords: Marketing Strategy; Decision Choices and Conditions

2019
Chapter

Product Market Strategy

By: Anoop Menon and Dennis Yao

Product market strategy is the collection of choices, actions and activities of a firm that determines how it positions itself in its product markets, and allows it to achieve and maintain a COMPETITIVE ADVANTAGE. This article examines product market strategy from the... View Details

Keywords: Product Positioning; Competitive Advantage

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Teaching Interest

Digital Marketing Strategy

By: John A. Deighton

When the tools of marketing change, strategies change too. The focus of this course is on firms trying to navigate the transition from offline to online market-making and strategy development. Our concern is primarily with corporations that have products and... View Details

Research Summary

Customer-Centric Marketing Strategy

By: Rohit Deshpande

Rohit Deshpandé's research program focuses on Customer-Centricity. A stream of projects examines the interaction between corporate and national culture as they influence the development and implementation of global marketing strategies in high performance firms. This... View Details

1986
Chapter

Three Roles of International Marketing in Global Strategy

By: Hirotaka Takeuchi and Michael E. Porter

Keywords: Globalized Markets and Industries; Global Strategy; Marketing

Teaching Interest

Global Strategy and Implementation

Professor Vijay Govindarajan

This course focuses on the challenges of developing and implementing strategies in global industries. The aim is to provide students with a conceptual and practical understanding of the strategic and organizational... View Details

08 Dec 2020
Cold Call Podcast

Uber's Strategy for Global Success

Keywords: Technology; Transportation

1994
Book

Global Strategy

By: P. Barnevik and R. M. Kanter

Keywords: Strategy

December 2015 (Revised July 2020)
Technical Note

Some Strategy Ingredients: Scale, Learning, and Market Structure

By: Eric Van den Steen

This note introduces students to some economic concepts and ideas that are important ingredients for strategy, such as scale, learning, and the effects of market structure on competition. The note approaches these ideas really from a strategy perspective with a focus... View Details

Keywords: Scale; Market Structure; Strategy; Markets; Learning

2015
Other Teaching and Training Material

Competitive Strategies Marketing Reading

By: Jill Avery and Sunil Gupta

Core Curriculum Readings in Marketing cover the fundamental concepts, theories, and frameworks that business students must study.
This Reading illuminates the dynamics of companies in competition and offers a process for planning and executing marketing... View Details

Keywords: Competitive Strategy

June 2007 (Revised January 2008)
Case

BBC Worldwide: Global Strategy

By: John A. Quelch and Carin-Isabel Knoop

In January 2007, John Smith, chief executive officer of BBC Worldwide (BBC WW), the commercial arm of the British Broadcasting Corporation (BBC), was preparing to meet with his senior managers to discuss BBC WW's global strategy options. BBC WW exploited and exported... View Details

Keywords: Global Strategy; Brands and Branding; Marketing Channels; Expansion; Internet; Media and Broadcasting Industry; Great Britain

January–April 1996
Article

Implementing Marketing Strategy

By: Frank V. Cespedes

Keywords: Marketing; Strategy

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April 2002
Background Note

Local Institutions and Global Strategy

By: Tarun Khanna

Explores how location affects a firm's strategy and identifies the different ways location affects industry structure, choice of a firm's position, and the sustainability of that position. The intellectual foundations lie in an appreciation of institutional economics.... View Details

Keywords: Global Range; Global Strategy; Product Positioning; Market Transactions; Industry Structures; Negotiation Deal; Organizational Design; Outcome or Result; Strategic Planning