Publications
Publications
- January 1993 (Revised November 1993)
- HBS Case Collection
FCB and Publicis (B): Managing Client and Country Diversity
Abstract
Discusses FCB and Publicis, partners in a global advertising agency alliance, working together with their clients to provide excellent service. May be used with FCB and Publicis (A): Forming the Alliance and (C): The German-Led Network.
Keywords
Customer Relationship Management; Alliances; Cooperation; Globalized Firms and Management; Partners and Partnerships; Marketing Strategy; Advertising; Diversity; Advertising Industry; France; Germany; United States
Citation
Kanter, Rosabeth M. "FCB and Publicis (B): Managing Client and Country Diversity." Harvard Business School Case 393-100, January 1993. (Revised November 1993.)