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- June 1996 (Revised February 1998)
- Case
Repositioning Ranbaxy
A leading Indian pharmaceutical company reacts to changes in its industry by trying to reposition along several dimensions from developing markets to developed ones, from bulk drugs toward pharmaceuticals in dosage forms, and from reverse-engineering products developed... View Details
Keywords: Organizational Change and Adaptation; Expansion; Industry Structures; Pharmaceutical Industry; India
Ghemawat, Pankaj, and Kazbi Kothavala. "Repositioning Ranbaxy." Harvard Business School Case 796-181, June 1996. (Revised February 1998.)
- Article
Repositioning and Cost-Cutting: The Impact of Competition on Platform Strategies
By: Robert Seamans and Feng Zhu
Organizational structures are increasingly complex. In particular, more firms today operate as multi-sided platforms. In this paper, we study how platform firms use repositioning and cost-cutting in response to competition, elucidate external and internal factors that... View Details
Keywords: Platform Strategy; Repositioning; Cost-cutting; Intra-firm Learning; Multi-Sided Platforms; Cost Management; Product Positioning; Organizational Structure; Competitive Strategy; Knowledge Acquisition; Journalism and News Industry
Seamans, Robert, and Feng Zhu. "Repositioning and Cost-Cutting: The Impact of Competition on Platform Strategies." Strategy Science 2, no. 2 (June 2017): 83–99.
- January 2022
- Article
Pushed into a Crowd: Repositioning Costs, Resources, and Competition in the RTE Cereal Industry
By: Young Hou and Dennis Yao
This paper exploits a natural experiment involving self-regulation in the ready-to-eat (RTE) breakfast cereal industry to evaluate the performance impact of product repositioning. It then examines how a product's brand equity value declines with repositioning distance... View Details
Keywords: Positioning; Resources; Brand Equity; Competitive Dynamics; Non-market Strategy; Regulation; Repositioning; Product Positioning; Performance Evaluation; Brands and Branding; Competitive Strategy; Consumer Products Industry
Hou, Young, and Dennis Yao. "Pushed into a Crowd: Repositioning Costs, Resources, and Competition in the RTE Cereal Industry." Strategic Management Journal 43, no. 1 (January 2022): 3–29.
- April 2012 (Revised May 2012)
- Case
EILEEN FISHER: Repositioning the Brand
By: Anat Keinan, Jill Avery, Fiona Wilson and Michael Norton
Well-established fashion brand Eileen Fisher has traditionally appealed to older women. However, to drive growth, Eileen Fisher's management team wants to target a younger demographic and has revamped its Fall product line to offer more fashionable styles to appeal to... View Details
Keywords: Marketing; Brand Management; Brand Positioning; Market Segmentation And Target Market Selection; Retailing; Fashion; Corporate Social Responsibility; Brands and Branding; Product Positioning; Segmentation; Social and Collaborative Networks; Growth and Development Strategy; Social Media; Retail Industry; Fashion Industry
Keinan, Anat, Jill Avery, Fiona Wilson, and Michael Norton. "EILEEN FISHER: Repositioning the Brand." Harvard Business School Case 512-085, April 2012. (Revised May 2012.)
- August 2008 (Revised July 2009)
- Case
Repositioning CARE USA
By: V. Kasturi Rangan and Katharine Lee
CARE USA, a large ($600 million) international nonprofit/NGO, had recently revamped its external branding and positioning in support of its international development work. The case lays out the challenges facing its new CEO, Helene Gayle, as she manages through the... View Details
Keywords: Change Management; Management; Brands and Branding; Marketing Strategy; Product Positioning; Organizational Change and Adaptation; Non-Governmental Organizations; Adaptation; United States
Rangan, V. Kasturi, and Katharine Lee. "Repositioning CARE USA." Harvard Business School Case 509-005, August 2008. (Revised July 2009.)
- March 1996 (Revised November 1997)
- Case
Dewar's (A): Brand Repositioning in the 1990's
By: Alvin J. Silk and Lisa Klein Pearo
Dewar's, a major brand of Scotch whisky, produced by United Distillers of the U.K., and the U.S. leader in the Scotch category with a 15% market share, faced a declining market among traditional consumers of distilled spirits. Given the growing societal, legal, and... View Details
Keywords: Advertising; Customers; Brands and Branding; Marketing Strategy; Market Participation; Strategic Planning; Opportunities; Consumer Products Industry; Food and Beverage Industry; United Kingdom; United States
Silk, Alvin J., and Lisa Klein Pearo. "Dewar's (A): Brand Repositioning in the 1990's." Harvard Business School Case 596-076, March 1996. (Revised November 1997.)
- August 2010
- Teaching Note
Repositioning CARE USA (TN)
By: V. Kasturi Rangan and Katharine Lee
Teaching Note for 509005. View Details
Keywords: United States
- October 2017
- Article
Elevating Repositioning Costs: Strategy Dynamics and Competitive Interactions
By: Anoop R. Menon and Dennis Yao
This paper proposes an approach for modeling competitive interactions that incorporates the costs to firms of changing strategy. The costs associated with strategy modifications, which we term “repositioning costs,” are particularly relevant to competitive interactions... View Details
Keywords: ＂Repositioning Costs; Strategy Dynamics; Strategic Interaction; Capabilities; Cost; Strategy; Change; Game Theory; Organizational Change and Adaptation
Menon, Anoop R., and Dennis Yao. "Elevating Repositioning Costs: Strategy Dynamics and Competitive Interactions." Strategic Management Journal 38, no. 10 (October 2017): 1953–1963.
- March 1996
- Case
Burlington Northern Railroad: Strategic Repositioning
By: Lynda M. Applegate and Randi Wade Purchia
Applegate, Lynda M., and Randi Wade Purchia. "Burlington Northern Railroad: Strategic Repositioning." Harvard Business School Case 396-213, March 1996.
Repositioning and Cost-Cutting: The Impact of Competition on Platform Strategies
We study how platform firms use repositioning and cost-cutting in response to competition, elucidate external and internal factors that constrain or enable these responses, and examine how the firms’ responses affect their performance. Our empirical context is... View Details
- March 1996 (Revised October 1997)
- Case
Dewar's (B): Preliminary Results of the Repositioning Campaign
By: Alvin J. Silk and Lisa Klein Pearo
Reports the strategic choices made by Dewar's and briefly describes the implementation of the campaign from its launch in September 1993 through September 1995. View Details
Keywords: Product Positioning; Marketing Strategy; Advertising Campaigns; Food and Beverage Industry
Silk, Alvin J., and Lisa Klein Pearo. "Dewar's (B): Preliminary Results of the Repositioning Campaign." Harvard Business School Case 596-085, March 1996. (Revised October 1997.)
- December 1990
- Case
Allen-Bradley's ICCG: Repositioning for the 1990s
By: Nitin Nohria
Allen-Bradley's Industrial Computer and Communication Group (ICCG) underwent a period of rapid transformation in the 1980s, instituting a wide array of innovations from product development to information systems. In 1990 the Ohio-based group announced a major... View Details
Keywords: Organizational Change and Adaptation; Technological Innovation; Information Technology; Organizational Culture; Business Organization; Problems and Challenges; Information Technology Industry
Nohria, Nitin. "Allen-Bradley's ICCG: Repositioning for the 1990s." Harvard Business School Case 491-066, December 1990.
- May 1992
- Teaching Note
Allen-Bradley's ICCG: Repositioning for the 1990s, Teaching Note
By: Nitin Nohria
Teaching Note for (9-491-066). View Details
Keywords: Information Technology Industry
Big Think: We Need to Reposition Copenhagen
Harvard Business School professor Robert Eccles comments on a recent video interview with Peter Brabeck, the Chairman of Nestle. View Details
- October 2016
- Case
La-Z-Boy (A)
By: Joseph B. Fuller and Natalie Kindred
Kurt Darrow, CEO of La-Z-Boy furniture, must decide whether to continue an overhaul of the company's strategy in the face of a collapse in demand during the great recession. Having pared back La-Z-Boy's portfolio of brands and manufacturing network, he intends to... View Details
Keywords: Retail; Manufacturing; Organizational Transformations; Reorganization; Furniture Industry; Corporate Strategy; Home Fashion; Turnaround; Portfolio Rationalization; Globalization Of Supply Chain; Brand Repositioning; Business Growth and Maturation; Brands and Branding; Competitive Strategy; Vertical Integration; Retail Industry; Manufacturing Industry; Consumer Products Industry; United States
Fuller, Joseph B., and Natalie Kindred. "La-Z-Boy (A)." Harvard Business School Case 317-034, October 2016.
- October 2018 (Revised October 2018)
- Teaching Note
La-Z-Boy (A)
By: Joseph B. Fuller and Julia Kelley
Kurt Darrow, CEO of La-Z-Boy furniture, must decide whether to continue an overhaul of the company's strategy in the face of a collapse in demand during the great recession. Having pared back La-Z-Boy's portfolio of brands and manufacturing network, he intends to... View Details
Keywords: Retail; Manufacturing; Organizational Transformations; Reorganization; Furniture Industry; Corporate Strategy; Home Fashion; Turnaround; Portfolio Rationalization; Globalization Of Supply Chain; Brand Repositioning; Business Growth and Maturation; Brands and Branding; Competitive Strategy; Vertical Integration; Transformation; Retail Industry; Manufacturing Industry; Consumer Products Industry; United States
- January 2017
- Teaching Note
The Park Hotels: Revitalizing an Iconic Indian Brand
By: Jill Avery and Chekitan S. Dev
Priya Paul, chairwoman of The Park Hotels, an award-winning portfolio of thirteen boutique hotels scattered across India, was in the midst of a brand revitalization program. Landor Associates, a leading brand consultancy, had identified three areas of concern: the... View Details
- December 2014
- Article
Second Thoughts About a Strategy Shift
By: Elie Ofek and Jill Avery
A retail guru attempts to reposition an established brand and introduce an entirely new pricing scheme. Early financial results from the strategic shift are not favorable. Based on the experience of U.S. retailer J.C. Penney, the piece raises fundamental questions... View Details
Keywords: Brand Management; Pricing Strategy; Retailing; Leadership; Price; Product Marketing; Brands and Branding; Retail Industry
Ofek, Elie, and Jill Avery. "Second Thoughts About a Strategy Shift." Harvard Business Review 92, no. 12 (December 2014): 125–127.