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How Global Brands Compete (Spanish version)
Holt, Douglas B.; Quelch, John A.; Taylor, Earl L.Article HBS-R0409DMarketingIt's time to rethink global branding. More than two decades ago, Harvard Business School professor Theodore Levitt argued that corporations should grow by selling standardized products all over the world. But consumers in most countries had trouble relating to generic products, so executives instead strove for global scale on backstage activities such as production while customizing product features and selling techniques to local tastes. Such "g...Starting at €8.20
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CMR Enterprises (Spanish Version)
Narayandas, Das; Caravella, Mary NeunerCase HBS-509S02MarketingSam Marcus ha adquirido recientemente una pequeña empresa de ebanistería, y está en busca de un crecimiento espectacular. La empresa compite en los mercados de construcción comercial y residencial; poco después de la adquisición, la empresa obtiene un gran nuevo cliente residencial. El caso describe los cambios realizados en la empresa y cómo la relación con este cliente comienza a deteriorarse. Al final del caso, Marcus debe decidir si corregir ...Starting at €8.20