Skip to Main Content
HBS Home
  • About
  • Academic Programs
  • Alumni
  • Faculty & Research
  • Baker Library
  • Giving
  • Harvard Business Review
  • Initiatives
  • News
  • Recruit
  • Map / Directions
Faculty & Research
  • Faculty
  • Research
  • Featured Topics
  • Academic Units
  • …→
  • Harvard Business School→
  • Faculty & Research→
Publications
Publications
  • January 1993 (Revised November 1993)
  • Case
  • HBS Case Collection

FCB and Publicis (A): Forming the Alliance

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

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.)
  • Find it at Harvard

About The Author

Rosabeth M. Kanter

General Management
→More Publications

Related Work

    • January 1993 (Revised November 1993)
    • Faculty Research

    FCB and Publicis (B): Managing Client and Country Diversity

    By: Rosabeth M. Kanter
    • November 1993
    • Faculty Research

    FCB and Publicis (C): The German-Led Network

    By: Rosabeth M. Kanter and Pamela A. Yatsko
Related Work
  • FCB and Publicis (B): Managing Client and Country Diversity By: Rosabeth M. Kanter
  • FCB and Publicis (C): The German-Led Network By: Rosabeth M. Kanter and Pamela A. Yatsko
ǁ
Campus Map
Harvard Business School
Soldiers Field
Boston, MA 02163
→Map & Directions
→More Contact Information
  • Make a Gift
  • Site Map
  • Jobs
  • Harvard University
  • Trademarks
  • Policies
  • Accessibility
  • Digital Accessibility
Copyright © President & Fellows of Harvard College