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Worldwide, and in the U.S. marketplace in particular, the French cachet of L'Oréal was one of its most powerful marketing tools. However, with the opening up of emerging markets, L'Oréal had to cater to a diverse customer base: an aging population in the West, ethnic groups, aspiring and younger customers in the East, emerging markets, and growing interest in health and beauty care among men all over the world. Employing both traditional and innovative marketing techniques, L'Oréal worked to double its customer base to two billion by 2020 and increase to half from a third its share of sales from emerging markets.

In 1997 Nestlé committed to a strategic vision of becoming the leading nutrition, health and wellness (NHW) company in the world. Over the next 13 years, the NHW strategy guided strategic decisions and choices at Nestlé including merger and acquisition choices, strategies for improving products, and packaging innovations that helped Nestlé built credibility with the consumer in NHW, raised profit margins, continued strong growth and differentiated the firm.

Describes methods to calculate the carbon footprint (greenhouse gas emissions) of an organization's operations and supply chain, and a product or service. Illustrates concepts with examples of calculating the carbon footprint of organizations and products. Provides data necessary for carbon footprint calculations.

Larry Smarr, the founding director of the California Institute for Telecommunications and Information Technology (Calit2), reflects on the Institute's past 10 years of successes and challenges. In 2010, more than 700 university scientists, artists, engineers, and social scientists and over 300 non-university partners are associated with the Institute. Innovative and multi-disciplinary research projects are being carried out in diverse fields such as environmental monitoring, human/robotic communication, digital archaeology, nanotechnology, life sciences, information technology, and telecommunications. Calit2 was one of four new research initiatives created in 2000 in a partnership between the State of California, the University of California, and California industry in order to foster and drive entrepreneurial business growth and expand the California economy into new industries and markets. Calit2 was the result of a partnership between both the University of California, San Diego and University of California, Irvine. As Calit2's first decade comes to a close, Smarr considers the future of the Institute and, in particular, its leadership and sustainability.

The Coca-Cola Company ("Coca-Cola") announced a plan in September 2008 to acquire China's biggest domestic juice manufacturer, China Huiyuan Juice Group Limited ("Huiyuan"). This acquisition will boost the market share of Coca-Cola from 12.7% to 20.2% in the country's juice market that year. Because Huiyuan-branded fruit juice is one of China's home-grown prominent brands, this news has triggered a public outcry rooted in patriotic nationalism against Coca-Cola's acquisition. Local juice manufacturers have also protested, claiming that Coca-Cola's enhanced market position would drive them out of business. China's antitrust officials plan to conduct a public hearing in late December 2008. Coca-Cola's senior executives are mulling over the best strategies to convince the authorities that this acquisition benefits the consumers and the society at large. Factors of considerations may include the rationale of regulatory control of M&A, synergies of the merging companies, and the potential effects of merging on competition, consumer interests and industry development. (Note: Case B covers the ruling by China's antitrust authorities on Coca-Cola's case and its implications for foreign companies trying to expand business in the country through acquisition of top domestic brands.)

The Coca-Cola Company (Coca-Cola) announced a plan in September 2008 to acquire China's biggest domestic juice manufacturer, China Huiyuan Juice Group Limited (Huiyuan). This acquisition will boost the market share of Coca-Cola from 12.7 percent to 20.2 percent in the country's juice market that year. Because Huiyuan-brand fruit juice is one of China's prominent homegrown brands, this news has triggered a public outcry rooted in patriotic nationalism against Coca-Cola's acquisition. Local juice manufacturers have also protested, claiming that Coca-Cola's enhanced market position would drive them out of business. China's antitrust officials plan to conduct a public hearing in late December 2008. Coca-Cola's senior executives are mulling over the best strategies to convince the authorities that this acquisition benefits the consumers and the society at large. Factors of considerations may include the rationale of regulatory control of M&A; synergies of the merging companies; and the potential effects of merging on competition, consumer interests, and industry development. (Note: Case B covers the ruling by China's antitrust authorities on Coca-Cola's case and its implications for foreign companies trying to expand business in the country through acquisition of top domestic brands.)

On 8 June 2010, India's leading integrated telecom service provider, Bharti Airtel Ltd ("Airtel"), completed its acquisition of the mobile operations of Kuwaiti company Zain in 15 countries throughout Africa. At US$10.7 billion, it was Airtel's most expensive and ambitious acquisition yet, and the largest ever cross-border deal from one emerging market to another. Airtel hoped that, with this deal, the company would be transformed into a truly global telecom company, fulfilling its vision of building a world-class multinational. Airtel was a pioneer in India's telecom sector and was the flagship company of the Bharti conglomerate of industries. Sunil Bharti Mittal had founded the Bharti group in 1976, and it had grown from being a small-scale manufacturer of bicycle parts into one of the largest business groups in India, with operations in the telecom, financial services, retail and food sectors. Airtel had started its telecom services business in 1995 by launching mobile services in Delhi, India. In a short span of about 15 years, the company had become India's largest cellular service provider and one of the top five wireless operators in the world, with revenue of US$8.8 billion and net income of about US$2 billion as of 31 March 2010. The acquisition of Zain would add 40 million subscribers, bringing its total user base to approximately 185 million. What strategy should Bharti pursue to ensure its success in Africa?

India as an emerging market offers tremendous opportunities to marketers. The marketing scenario is an upbeat one both for mundane products as well as luxury offerings. Marketing art was an unexplored area. www.dhonuk.com was an entrepreneurial company that was making an attempt to market art. This case study is about the attempt by the company to study the behaviour of the consumers interested in art. The case study delves into the nuances of segmentation and psychographics with information on the involvement levels of consumers. The challenge for www.dhonuk.com was to use consumer insights to formulate marketing strategies that would enable the company to target various segments and decide how these segments could be differentiated. Some of the interesting questions that the case reflects are (1) Would capturing the perception of consumers about art forms work? (2) What about their level of involvement in art forms? (3) Were art forms something that consumers used to reflect their personality? (4) Were consumers associated with art different from other consumers in terms of their lifestyle? The case has a blend of several aspects of consumer behaviour that will be useful to formulate a strategy for this unusual category in the Indian marketing context. The case can be used to illustrate how the various aspects of consumer behaviour can contribute to marketing strategy of a firm, especially with regard to a category that has not diffused widely among the consumers. The case also illustrates how consumer behaviour concepts can be combined to obtain consumer insights in a given scenario. The outcome of the case is reflected in how marketing mix elements can be formulated using behavioural concepts. This angle is different from formulating marketing mix using competitive data without the information on behavioural dimensions.

The case details the history of AIG, its organizational structure, and involvement in the market for credit default swaps and the financial crisis. Edward Liddy has been appointed by Treasury Secretary Henry Paulson as CEO and chairman of AIG during the government's bailout of the insurance giant. He is preparing to address the U.S. House of Representatives' Financial Services Subcommittee on Capital Markets, Insurance, and Government-Sponsored Enterprises to provide testimony related to AIG's payment of $165 million in bonuses to several of its managers at the same time the government had been injecting billions of dollars into the company to help keep it afloat. Students are asked to reflect on the bonus payments, what factors in the organization might have contributed to the issues AIG faced in the financial crisis, and how to ensure the company did not face similar issues again in the future.

Given widening bid-ask spread for a target stock, a small Australian portfolio manager considers front running the market makers by posting its own quotes inside the spread. Organized in a series of rounds, the case asks students to post bid and ask limit orders for shares. Each round allows orders to come in that execute against the limit order book, cash flow and end-of-round inventory to be calculated, and the market to revise the bid and ask quotes for the next round. This structure starkly illustrates the tension for market makers between bid-ask spread profits and inventory trading uncertainty.

In March 2010, U.S. District Court Judge Robert Sweet overturned 30 years of legal precedent and ruled that unaltered human genes could not be patented. This case reviews patent law and how it relates to our increasing knowledge of the Human Genome. The case issues deal with the potential implications of Judge Sweet's decision for biotechnology entrepreneurs and investors.

In June 2010, Mingzhe Ma, chairman and chief executive officer of Ping An Insurance (Group) Company of China ("Ping An" or "the Company"), sat down with Sun Jianyi, vice chief executive officer and executive vice president at Ping An, to discuss the future direction of the Company. They would have to answer questions at the upcoming shareholder meeting about Ping An's financial strategy for diversification within China and globally. Ping An had been founded by Ma in 1988 and had since grown into China's second largest life insurer. While Ping An had achieved past success in insurance, it looked to expand its business going forward. Ping An's ambition was to transform itself into a global financial conglomerate, with banking and investment, as well as insurance operations. Ping An's recent efforts at globalization and diversification had been challenging. In a highly publicized transaction, Ping An made an untimely investment in Fortis, a large European bank which failed in the global financial crisis in 2008. Ping An spent close to 24 billion Chinese Yuan (RMB) or 3.4 billion U.S. dollars ($) on Fortis. In the aftermath of the Fortis acquisition, Ping An had halted overseas expansion and focused on opportunities at home in mainland China.

Chris Exline founded Home Essentials, a furniture rental business targeted toward expatriates, in Singapore but rapidly moved the base of operations to Hong Kong. The company was highly successful in Singapore and Hong Kong and then pursued rapid global expansion. Lacking frameworks for deciding upon countries to enter and services to deliver in each country, Exline used gut instinct. Lacking control systems and information, he failed to identify problems early and had trouble understanding the root cause of failures. The global financial crisis intensified the problems. The case ends by describing how Exline was able to turn around the troubled company and develop necessary governance systems. The question of whether to once more attempt to grow beyond Hong Kong and, if so, the approach to take in selecting countries, is a central issue Exline faced at the time of the case.

Supplement for IMD582

Governments throughout the world have offered subsidies for a wide variety of reasons, including the objectives of increasing investments and jobs, particularly those that are high-tech, stimulating economically depressed regions, supporting domestic agriculture, and preventing bankruptcies through "bail-outs." Subsidies now play a key role in business location decisions, and impact their international competitiveness. Recipients of subsidies can offer their goods and services for sale at lower prices than would exist in the absence of subsidies. Foreign-based corporations may regard these lower prices as unfair competition in international trade. Consequently, international trade negotiations have come to focus on many of these subsidy programs as trade distortions that should be limited by formal international agreements. Some countries, especially the US, impose special countervail duties if their corporations are being hurt by foreign subsidies. With current and projected reductions in trade barriers, subsidies will become relatively more important as a trade-determining process. Nevertheless, subsidies are implemented to pursue certain social objectives, and so an intergovernmental pact that limits subsidies may diminish, rather that improve, the well-being of signatories.

The case describes the creation of Turkey's largest business group by Vehbi Koc. The foundation of this group in the interwar years, and its subsequent diversification into many industries, including automobiles, household goods, and services, are analysed. The case serves as a vehicle to explain why diversified business groups are so important in emerging markets such as Turkey. It explores the role of market imperfections, government policies, and entrepreneurial ambition in their creation, as well as the organizational challenges posed by managing such diversified firms owned by a family. Much of the firm's growth came from licensing and joint venture agreements with multinational firms that were unable, or unwilling, to invest directly in Turkey because of political risk and government restrictions. The case ends in 1988, when the founder has received a report from the management consultancy Bain calling for the firm to reduce the range of activities it undertakes because of the competitive challenges resulting from the liberalization of the Turkish economy.

No abstract.

Kellogg Company, one of the largest cereal companies in the world, is struggling with inefficient production flows. The popular Raisin Bran and Frosted Flakes cereals are produced on the same production line. The process is often starved of cereal, which is costing Kellogg thousands of dollars every day in lost revenue. John A. Bryant, Kellogg's chief executive officer, must come up with a viable solution before next week's board meeting. This simple production process shows how complications can arise when a resource requires setup time.

This case has two aspects. First, it provides a tutorial on the basic concepts associated with straightforward time-value-of-money scenarios. The topics of future value (FV) and present value (PV) are discussed and exemplified for both lump sum and recurring cash flow situations. In this vein, the derivation and use of four useful time-value-of-money reference tables are presented to highlight the underlying logic, connections, and mechanics of determining FVs and PVs. Second, this case provides students with several simple vignettes in which they can apply the foregoing time-value-of-money insights and techniques. The case can be effectively used in degree and nondegree programs, and it requires no additional reading materials. It is well suited for one 90-minute class period, and all or selected subsets of the vignettes contained in it may be assigned. A Teaching Note is available to registered faculty.

Since its 1999 merger Reckitt Benckiser (RB), a global consumer goods company, led by its CEO Bart Becht, RB developed a reputation for rapid product innovation and industry leading profit margins. RB's stated strategy was to focus on its Powerbrands and high growth categories and to nurture the Powerbrands with innovation and roll them out globally. The Powerbrands had steady double digit growth year over year, attracted a devoted customer base and typically grabbed high margins. This case examines the Powerbrands strategy, RB's devotion to fast and focused innovation and its execution of that strategy.