HBSP (USA)
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The Comeback (C): Baosteel Stays in Brazil
Abrami, Regina M.; Koch-Weser, IacobCase HBS-912413-EEconomicsThe case begins with Baosteel's renewed effort at building a steel mill in Brazil with Vale do Rio Doce. But again, the company runs into problems with obtaining regulatory approvals. This is compounded by the global financial crisis that seriously impacts the global steel industry. How will Baosteel react to this adverse situation?Starting at €5.74
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Global Brand Management of Anheuser Busch InBev's Budweiser
Avery, JillCase HBS-518105-EMarketingBrian 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 also feeling the pressure to finalize a global brand strategy that would define Budweiser's value proposition and guide its development and execution around the world. The problem was that Budweiser actually had two distinct brand realities that differed ...Starting at €8.20
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Shiseido: Reinvesting in Brand
Avery, Jill; Sato, NobuoCase HBS-519026-EMarketingShiseido was in the midst of a six year corporate turnaround, trying to reverse the effects of decades of under-investment in R&D and marketing which had led to a cycle of declining customer support and brand value. Would the CEO's VISION 2020 plan, centered on four strategies: 1.) increasing R&D spending from 1.8% to 3% of sales, 2.) investing an incremental 120 billion in brand-building marketing, 3.) moving to a "think global-act local" matr...Starting at €8.20
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La Roche-Posay: Growing L'Or al's Active Cosmetics Brand
Avery, Jill; Dessain, Vincent; Hjortshoej, Mette FuglsangCase HBS-520035-EMarketingAs 2018 neared its end, Laetitia Toupet, international general manager of L'Or al's La Roche-Posay brand reflected on the brand's achievements over the past year. At 1 billion in revenue, La Roche-Posay had recently become the number one dermocosmetics brand in the world. While Toupet was pleased with this feat, she believed that the brand was at a critical juncture. It was time to make some significant marketing decisions related to brand po...Starting at €8.20
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Heavy Metal (B): Baosteel Struggles in Brazil
Abrami, Regina M.; Koch-Weser, IacobCase HBS-912412-EEconomicsThis case begins with Baosteel's decision to build a steel mill in Brazil with Vale do Rio Doce, the world's leading iron mining company. Regulatory obstacles and unexpected costs have placed the project in jeopardy. Outside Brazil, however, Baosteel has been growing rapidly, and market trends favor an overseas plant. Baosteel must decide whether or not to continue its efforts to build a steel plant in Brazil.Starting at €5.74
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Goldwind USA: Chinese Wind in the Americas
Abrami, Regina M.; Koch-Weser, IacobCase HBS-912416-EStrategyTo maximize their effectiveness, color cases should be printed in color. Many Chinese firms have struggled in the United States. Renewable energy is a fledgling, high-risk market. Can Goldwind USA, a leading producer of wind turbines, overcome the odds? The case examines the many strategic choices Goldwind faced as it established its first major overseas subsidiary in Chicago: building a local team around a U.S. CEO; bridging cross-cultural diffe...Starting at €8.20