Euro RSCG Worldwide: Global brand management in advertising
The CEO of Euro RSCG, the No. 5 advertising firm worldwide, reviews global account management. In order to break away from other top global competitors, Euro RSCG needs to define its own model for global account and global brand management. Issues under consideration are how to differentiate the service model, whether to settle for one model or pursue multiple models, and how to structure the approach. The case offers details on existing global accounts with varying levels of marketing globalization. The case is suitable for MBA or executive level programs and advanced undergraduates. It is intended for courses on global marketing.
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in Harvard Business Review March-April 2024, vol. 102, issue 2, pp. 80-87
Research Information & Knowledge Hub for additional information on IMD publications
Research Information & Knowledge Hub for additional information on IMD publications
Research Information & Knowledge Hub for additional information on IMD publications
Research Information & Knowledge Hub for additional information on IMD publications
The (B) case describes the same customer’s follow-up experience in the same exclusive retail outlet. The case invites the participants to further i...
A short (A) describes the experience of a wealthy Chinese customer going to buy an exclusive watch in the retail outlet of a famous Swiss luxury br...
Research Information & Knowledge Hub for additional information on IMD publications
The (C) case describes the customer’s after-sales experience. The participants need to identify what went wrong again and how the brand might save ...
A short (A) describes the experience of a wealthy Chinese customer going to buy an exclusive watch in the retail outlet of a famous Swiss luxury br...
Research Information & Knowledge Hub for additional information on IMD publications
The (C) case describes the customer’s after-sales experience. The participants need to identify what went wrong again and how the brand might save ...
The (B) case describes the same customer’s follow-up experience in the same exclusive retail outlet. The case invites the participants to further i...