Profit Globally, Give Globally

John A. Quelch; V. Kasturi  Rangan

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Article | Harvard Business Review | December 2003

Profit Globally, Give Globally

by John A. Quelch and V. Kasturi Rangan

Keywords: Profit; Global Range; Philanthropy and Charitable Giving;

Format: Print

2 pages

Find at Harvard

Citation:

Quelch, John A., and V. Kasturi Rangan. "Profit Globally, Give Globally." Harvard Business Review 81, no. 12 (December 2003): 16–17. (Reprint #F0312B.)

About the Authors

John A. Quelch

Charles Edward Wilson Professor of Business Administration, Emeritus

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V. Kasturi Rangan

Malcolm P. McNair Professor of Marketing

Marketing

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Case | HBS Case Collection | January 2018 (Revised November 2018)

Acumen and Lean Data 2018

Shawn Cole, V. Kasturi Rangan, Alnoor Ebrahim and Caitlin Reimers Brumme

Citation:
Cole, Shawn, V. Kasturi Rangan, Alnoor Ebrahim, and Caitlin Reimers Brumme. "Acumen and Lean Data 2018." Harvard Business School Case 218-086, January 2018. (Revised November 2018.) View Details

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Case | HBS Case Collection | November 2018

Cepuros Foods Malaysia: Finding the Secret Sauce for Growth (Brief Case)

John A. Quelch and Katherine B. Hartman

Shelby Diaz, country manager for Cepuros Foods International—Malaysia (CFI-M), must decide a growth strategy for the expansion of CFI-M's line of salsas, particularly regarding whom to target and how to allocate marketing investments. CFI-M could expand aggressively by mass marketing to the general population. A more conservative approach would use targeted communications and promotions. Diaz needs to build an argument for a specific growth strategy and recommend which marketing investments CFI-M should pursue. The case can be used to discuss strategy, positioning, and marketing communications, which are relevant to considering alternative strategies for growth. The possibilities for growth include market penetration, product development, and/or market development. The case touches on the potential benefits and risks of each option given the competitive landscape, customer perceptions, and demand determinants. Students should find the product and distribution easy to understand, but the international market context provides a unique opportunity to apply core marketing principles. The case is recommended for upper-level undergraduate students or first-year MBA students studying marketing strategy. It can also be used in a course on international marketing.

Keywords: Growth and Development Strategy; Marketing Strategy; Marketing Communications; Product Positioning;

Citation:
Quelch, John A., and Katherine B. Hartman. "Cepuros Foods Malaysia: Finding the Secret Sauce for Growth (Brief Case)." Harvard Business School Brief Case 919-513, November 2018. View Details

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Supplement | HBS Case Collection | November 2018

Cepuros Foods Malaysia: Finding the Secret Sauce for Growth, Spreadsheet for Instructors (Brief Case)

John A. Quelch and Katherine B. Hartman

Citation:
Quelch, John A., and Katherine B. Hartman. "Cepuros Foods Malaysia: Finding the Secret Sauce for Growth, Spreadsheet for Instructors (Brief Case)." Harvard Business School Spreadsheet Supplement 919-516, November 2018. View Details

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Profit Globally, Give Globally

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