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  • January 1993 (Revised November 1993)
  • Case
  • HBS Case Collection

FCB and Publicis (A): Forming the Alliance

By: Rosabeth M. Kanter
  • Format:Print
  • | Pages:26
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Abstract

Two of the largest ad agencies form a partnership to be able to offer their clients global capabilities. After five years, how is the alliance faring? May be used with FCB and Publicis (B): Managing Client and Country Diversity and (C): The German-Led Network.

Keywords

Alliances; Partners and Partnerships; Globalized Firms and Management; Advertising; Global Strategy; Marketing Strategy; Customer Focus and Relationships; Market Timing; Outcome or Result; Advertising Industry; United States; France; Germany

Citation

Kanter, Rosabeth M. "FCB and Publicis (A): Forming the Alliance." Harvard Business School Case 393-099, January 1993. (Revised November 1993.)

About The Author

Rosabeth M. Kanter

General Management
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