We investigate the performance of a hybrid non-orthogonal multiple access (NOMA) multi-cell downlink system (called hybrid as different users can have different successive interference cancellation (SIC) capabilities) by first formulating and solving a centralized proportional fair scheduling genie-assisted problem that jointly performs user selection, power allocation, power distribution, and modulation and coding scheme (MCS) selection. While such a genie is practically infeasible, it upper bounds the achievable performance. The results indicate that hybrid NOMA with a maximum of 2 multiplexed users can bring significant gains over a traditional OMA system (as long as enough users have the maximum SIC capability). Additionally, results show that the simple equal power allocation scheme (often used in the literature) yields performance lower than half the upper bound. Thus, we propose a simple static coordinated power allocation scheme across all cells for NOMA using a simple power map that is easily calibrated offline and show that with the calibrated power map, performance improves by 80%. Finally, we focus on the online scenario and propose a family of practical scheduling algorithms, each of them exhibiting a different trade-off between complexity (i.e., run-time) and performance.