HBSP (USA)
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KFC's Radical Approach to China
Bell, David E.; Shelman, Mary L.Article HBS-R1111K-EGlobal companies face a crucial question when they enter emerging markets: how far should they go to localize their offerings? Typically they try to sell core products or services pretty much as they've been sold in Europe or the United States, with headquarters calling all the shots-and usually with disappointing results. The authors, both of Harvard Business School, examined why KFC China has been able to find fertile ground in a market that is...Starting at €8.20
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InMobi: Reimagining Mobile Advertising
Gupta, Sunil; Chaturvedi, SaloniCase HBS-516030-EMarketingInMobi, a mobile advertising company, considered one of India's first unicorns, has launched a new product called Miip. InMobi hopes that the product will grow its revenue 8 times by 2018. Visually identified by a mascot, Miip seeks to re-imagine adverting by becoming a user's trusted companion on the mobile phone, introducing them to new, relevant products, much as a friend would. As the CEO and co-founder Naveen Tewari introduces the product in...Starting at €8.20
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Nestl : Nutrition, Health, and Wellness
Bell, David E.; McLoughlin, Damien P.; Kindred, NatalieCase HBS-517052-EMarketingStarting at €8.20
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Hormel Foods
Bell, David E.; Kindred, NatalieCase HBS-520045-EMarketingIn 2019, CEO Jim Snee is weighing how to shape the image of Hormel Foods, one of the largest U.S. meat and food companies, at a time when the industry faces unprecedented scrutiny. Based in the small town of Austin, Minnesota, the nearly 130-year-old firm is best known for its legacy meat-based brands such as Hormel Pepperoni and Spam. It also owns brands (many acquired recently) that consumers might not associate with Hormel, such as Wholly Guac...Starting at €8.20
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COFCO Xinjiang Tunhe Co., Ltd.
Bell, David E.; Sesia, AldoCase HBS-508079-EMarketingIn 2005, COFCO Ltd., one of China's largest and most successful companies, acquired Xinjiang Tunhe, a tomato processing firm, which had been, in recent years, poorly managed. COFCO changed Tunhe's management team and set out to create a culture of professionalism and impressed upon the employees that the customer came first. Qin Yelong, Tunhe president, had ambitious goals for the company. he wanted Tunhe to be the world's largest supplier of tom...Starting at €8.20
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Nestle
Bell, David E.; Shelman, MaryCase HBS-509001-EMarketingIn April 2008, Paul Bulcke took over as CEO of the world's largest food and beverage company. His predecessor, Peter Brabeck, had delivered 12 years of outstanding results while moving the company toward a new vision of health, nutrition, and wellness. Bulcke's challenge was to swiftly execute the vision and deliver the organic growth and improved margins necessary to meet the "Nestle model."Starting at €8.20
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PureCircle
Bell, David E.; Sesia, AldoCase HBS-510032-EStrategyIn December 2008, the U.S. Food and Drug Administration (FDA determined that high-purity Rebaudioside A (Reb A), a natural and calorie-free product that a young company named PureCircie manufactured from the Stevia plant, could be used in beverages, foods, and as a table top sweetener in the U.S.-the largest market for sugar and sweeteners in the world. While the FDA's determination was the breakthrough the company had hoped for, much remained un...Starting at €8.20
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PureCircle, Teaching Note
Bell, David E.Teaching Note HBS-510072-EStrategyTeaching Note for #510-032.Starting at €0.00
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TripAdvisor, Teaching Note
Gupta, SunilTeaching Note HBS-512108-EMarketingTeaching Note for 511004.Starting at €0.00
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OSI in China
Bell, David E.; Shelman, MaryCase HBS-513045-EStrategyTo maximize their effectiveness, color cases should be printed in color. OSI, one of the world's largest suppliers of processed meats to McDonald's and other QSRs, was in the middle of a $400M expansion in China that included backward integration into poultry production. However, its current customers took only a portion of each bird produced and OSI had to develop a go-to-market strategy for the rest. The case describes the opportunities and cha...Starting at €8.20