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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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Purple Innovation, Inc.: The Online to Offline Marketing Challenge
Ofek, Elie; Williams, NakishaCase HBS-520040-EMarketingThis case focuses on Purple Innovation Inc. (Purple), a company that started out in the Direct to Consumer (DTC) mattress space. After a successful launch and IPO, with sales predominantly originating from its website, in late 2018 Purple was looking to sustain its growth momentum by partnering with traditional bricks & mortar players, such as Mattress Firm and Bed Bath and Beyond. Although the move had the promise of expanding the relevant custo...Starting at €8.20