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- All HBS Web (133)
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- All HBS Web (133)
- Faculty Publications (68)
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- December 2011 (Revised October 2015)
- Case
Fonterra
By: David E. Bell and Mary Shelman
In 2011, Fonterra, the world's largest processor and exporter of dairy products, needed to reposition its business to take advantage of rising demand in emerging markets in Asia.
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Keywords:
Organizational Change and Adaptation;
Product Positioning;
Emerging Markets;
Agriculture and Agribusiness Industry;
Asia
Bell, David E., and Mary Shelman. "Fonterra." Harvard Business School Case 512-003, December 2011. (Revised October 2015.)
- September 2012 (Revised February 2013)
- Case
micro Home Solutions: A Social Housing Initiative in India
By: William R. Kerr and Alexis Brownell
mHS is a social enterprise for the provision of affordable housing in India. After India's microfinance industry collapses, mHS needs to reposition itself for continued operations and long-term growth.
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Keywords:
India;
Loans;
Development;
Micro Finance;
Entrepreneurship;
Housing;
Social Enterprise;
Poverty;
India
Kerr, William R., and Alexis Brownell. "micro Home Solutions: A Social Housing Initiative in India." Harvard Business School Case 813-092, September 2012. (Revised February 2013.)
- May 1999 (Revised April 2003)
- Case
Executive Health Group
Executive Health Group provides in-depth physical exams. Facing stagnant revenues, CEO William Flatley has to reposition his firm, strengthen the brand franchise, and grow share in an increasingly competitive health care environment.
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Keywords:
Product Positioning;
Competition;
Health Care and Treatment;
Brands and Branding;
Health Industry
Chun, Samuel S. "Executive Health Group." Harvard Business School Case 599-048, May 1999. (Revised April 2003.)
- April 2020
- Case
TiVo 2020
By: David B. Yoffie and Daniel Fisher
This short case provides an update on TiVo from 2016-2020. The case covers TiVo merger with Rovi, the turnover of several CEOs, and struggles on how to reposition its product business (the digital video recorder).
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Yoffie, David B., and Daniel Fisher. "TiVo 2020." Harvard Business School Case 720-457, April 2020.
- February 2000 (Revised August 2001)
- Case
Astor Park Hotel
By: William J. Poorvu, Arthur I Segel and Matthew C. Lieb
Starwood Hotels, the world's largest REIT, is interested in acquiring an underperforming hotel in the Pacific Northwest. Steve Goldman, Starwood's VP of acquisitions and development, is wondering how much to pay for the property and how to reposition it.
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Keywords:
Entrepreneurship;
Mergers and Acquisitions;
Asset Pricing;
Property;
Investment;
Accommodations Industry;
Northwestern United States
Poorvu, William J., Arthur I Segel, and Matthew C. Lieb. "Astor Park Hotel." Harvard Business School Case 800-194, February 2000. (Revised August 2001.)
- October 1982 (Revised August 1999)
- Case
Johnson Wax: Enhance (A)
Johnson Wax has produced a new hair conditioner for problem hair. Before committing themselves to test market, they analyze the new product using a field based, pretest-market procedure called ASSESSOR. The testing reveals product positioning, advertising, and...
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Keywords:
Product Positioning;
Analysis;
Marketing Communications;
Advertising;
Beauty and Cosmetics Industry
Clarke, Darral G. "Johnson Wax: Enhance (A)." Harvard Business School Case 583-046, October 1982. (Revised August 1999.)
- August 1995 (Revised July 1997)
- Case
Passion for Learning
Describes the challenges confronting a recent HBS graduate who has started a direct-mail toy company. The entrepreneur must evaluate industry conditions in both toys and direct mail, and determine whether he has developed a viable business concept. Presents detailed...
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Keywords:
Entrepreneurship
McGahan, Anita M., Dale Coxe, Israel Yellen Ganot, and Greg Keller. "Passion for Learning." Harvard Business School Case 796-057, August 1995. (Revised July 1997.)
- August 2006 (Revised February 2009)
- Case
Tanishq: Positioning to Capture the Indian Woman's Heart
By: Das Narayandas and Kerry Herman
The firm has to choose between an established brand, Tanishq, and a new skunkworks brand, GoldPlus, to go after the Indian plain gold jewelry market: Tanishq, initially targeted at a western customer, has undergone strategic retooling and has currently been...
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Keywords:
Customers;
Brands and Branding;
Product Positioning;
Segmentation;
Apparel and Accessories Industry;
India
Narayandas, Das, and Kerry Herman. "Tanishq: Positioning to Capture the Indian Woman's Heart." Harvard Business School Case 507-025, August 2006. (Revised February 2009.)
- January 2004 (Revised May 2006)
- Case
Yamato Transport: Valuing and Pricing Network Services (A)
By: Felix Oberholzer-Gee, Tarun Khanna and Masako Egawa
Yamato Transport is the leading Japanese parcel delivery company and has dominated its industry for more than two decades. In response to new competitive challenges, Yamato must decide how to reposition itself in the industry and optimize the size of its network. The...
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Oberholzer-Gee, Felix, Tarun Khanna, and Masako Egawa. "Yamato Transport: Valuing and Pricing Network Services (A)." Harvard Business School Case 704-475, January 2004. (Revised May 2006.)
- August 1997 (Revised June 1999)
- Case
Providian Trust: Tradition and Technology (A)
By: F. Warren McFarlan and Melissa Dailey
A major trust company attempts to implement a major software system while simultaneously reengineering business processes. Providian Trust, a previously non-IT intensive organization, must completely reposition its management of technology to deal with IT's new...
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Keywords:
Change Management;
Financial Institutions;
Business Processes;
Organizational Change and Adaptation;
Information Technology;
Applications and Software;
Financial Services Industry
McFarlan, F. Warren, and Melissa Dailey. "Providian Trust: Tradition and Technology (A)." Harvard Business School Case 398-008, August 1997. (Revised June 1999.)
- December 1999
- Case
Sun Microsystems, Inc. (A5): Solaris 7: Rich Green on Product Strategy and Culture Change
By: Rosabeth M. Kanter and Jane Roessner
Solaris, Sun Microsystems' version of the UNIX operating system, was an amorphous collection of capabilities that had accumulated over the years, a product the company vaguely wished it could market and sell better. Developing and marketing Solaris 7 would help...
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- October 1998 (Revised November 1999)
- Case
Chantal Cookware Corp.
By: H. Kent Bowen, Paul W. Marshall and Stephanie Dodson
Chantal Cookware is a small, private company with a 15-year record of success in the design, assembly, and sale of high-end cookware. It experiences serious setbacks when consumers' tastes shift from colorful enamel-on-steel products to commercial-style cookware....
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Keywords:
Consumer Behavior;
Strategic Planning;
Market Entry and Exit;
Product Positioning;
Trends;
Manufacturing Industry
Bowen, H. Kent, Paul W. Marshall, and Stephanie Dodson. "Chantal Cookware Corp." Harvard Business School Case 699-023, October 1998. (Revised November 1999.)
- May 2022
- Case
Honeywell: Transforming a Century Old Industrial
By: William W. George, Michael Norris and John Masko
In late 2021, Darius Adamczyk, Chairman and CEO of Honeywell is considering the changes he has made to the company since he took over the top leadership position in 2017. The company he had inherited from his predecessor, David Cote, was seen by most as a...
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Keywords:
Business Conglomerates;
Transformation;
Technological Innovation;
Leading Change;
Business Strategy;
Mergers and Acquisitions;
Business Organization;
Aerospace Industry;
Chemical Industry;
Electronics Industry;
Green Technology Industry;
Industrial Products Industry;
Technology Industry;
North Carolina;
New Jersey
George, William W., Michael Norris, and John Masko. "Honeywell: Transforming a Century Old Industrial." Harvard Business School Case 322-064, May 2022.
- July 2002 (Revised March 2003)
- Case
North East Medical Services
By: Thomas J. DeLong and Wendy Carter
Sophie Wong, president and CEO of North East Medical Services, a health care organization dedicated to serving the underprivileged Asian American community in San Francisco, must decide how to reposition the organization to serve patients from multiple income levels...
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Keywords:
Health Care and Treatment;
Human Resources;
Leadership;
Business and Stakeholder Relations;
Health Industry;
San Francisco
DeLong, Thomas J., and Wendy Carter. "North East Medical Services." Harvard Business School Case 403-002, July 2002. (Revised March 2003.)
- August 2009 (Revised January 2012)
- Case
Steel Street
By: Arthur I Segel, William J. Poorvu, Ben Creo and Justin Seth Ginsburgh
The case involves repositioning an old 6-story warehouse in Pittsburgh and many of the issues of rehabilitation and selecting and managing the development team especially in a world of capital market uncertainty. The case also demonstrates the alignment of interests of...
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Keywords:
Construction;
Capital Markets;
Financial Management;
Investment;
Property;
Urban Development;
Real Estate Industry;
Pittsburgh
Segel, Arthur I., William J. Poorvu, Ben Creo, and Justin Seth Ginsburgh. "Steel Street." Harvard Business School Case 210-010, August 2009. (Revised January 2012.)
- June 2001 (Revised March 2002)
- Case
Ducati
Focuses on the turnaround and strategic repositioning of Ducati, an Italian maker of high-end sport motorcycles, and describes the current concerns with the growth prospects of the company. Federico Minoli, the CEO and strategic mind behind the turnaround, knew that...
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- October 1999 (Revised October 2005)
- Case
Autobytel.com
By: Youngme E. Moon
Autobytel enjoys first-mover advantage in the Internet new car buying space. According to a number of metrics, it is the online leader in this category. However, a number of competitors have sprung up, raising questions about the long-term viability of Autobytel's...
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Keywords:
Growth and Development Strategy;
Internet and the Web;
Marketing Channels;
Strategy;
Internet and the Web;
Competition;
Business Model;
Service Operations;
Budgets and Budgeting;
Growth and Development;
Auto Industry
Moon, Youngme E. "Autobytel.com." Harvard Business School Case 500-015, October 1999. (Revised October 2005.)
- 2014
- Other Teaching and Training Material
Marketing Reading: Brand Positioning
By: Jill Avery and Sunil Gupta
This Reading addresses the principles of brand positioning and demonstrates how companies can strategically craft powerful, resonant, and unique brand positions to help products stand out amidst the cacophony of the marketplace. Strategic brand positioning provides...
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Keywords:
Brand Positioning;
Branding;
Consumer Research;
Defensive Strategies;
Market Positioning;
Marketing;
Product Differentiation;
Product Positioning;
Strategic Positioning;
Value Proposition;
Customer Relationship Management;
Organizational Structure;
Customer Satisfaction;
Brands and Branding
Avery, Jill, and Sunil Gupta. "Marketing Reading: Brand Positioning." Core Curriculum Readings Series. Boston: Harvard Business School Publishing 8197, 2014.
- October 1989
- Case
Dennis Hightower and the Walt Disney Co. in Europe
Describes the initial entry challenges faced by Dennis Hightower after being assigned the task to revitalize and reposition Walt Disney Co. of Europe in preparation for 1992. Allows students to consider the challenges of cultural heterogeneity, Disney traditions, and...
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Keywords:
Organizational Change and Adaptation;
Cross-Cultural and Cross-Border Issues;
Entertainment and Recreation Industry;
United States;
Europe
Jick, Todd D. "Dennis Hightower and the Walt Disney Co. in Europe." Harvard Business School Case 490-010, October 1989.
- Article
Positioning The Nation State
By: John A. Quelch and Katherine E. Jocz
Having a clear, differentiated positioning gives a country an advantage in attracting investment, business and tourism, and in building markets for its exports. Countries like Greece, Spain and Chile are successfully repositioning themselves using coordinated marketing...
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Quelch, John A., and Katherine E. Jocz. "Positioning The Nation State." Place Branding 1, no. 3 (2005): 229–237.