Peeling Back the Global Brand
| Published: | June 16, 2003 |
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| Feature: | Research & Ideas |
The global brand is a hard nut to crack. In a session devoted to these seemingly all-powerful brands, professors and practitioners exposed the fault lines.
Published in 2002
Unilever—A Case Study
| Published: | December 9, 2002 |
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| Feature: | Research & Ideas |
As one of the oldest and largest foreign multinationals doing business in the U.S., the history of Unilever's investment in the United States offers a unique opportunity to understand the significant problems encountered by foreign firms. Harvard Business School professor Geoffrey Jones has done extensive research on Unilever, based on full access to restricted corporate records. This recent article from Business History Review is the first publication resulting from that research.
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