Positioning - Publications - Faculty & Research - Harvard Business School

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June 2011
Case

Reed Supermarkets: A New Wave of Competitors

By: John A. Quelch and Carole Carlson

Reed Supermarkets is a high-end supermarket chain with operations in several Midwestern states. Meredith Collins, vice president of marketing, visits stores located in Columbus, Ohio, an important region with the largest market and the greatest impact on revenue... View Details

Keywords: Product Positioning; Marketing Strategy; Business Growth and Maturation; Competitive Strategy; Consumer Behavior; Brands and Branding; Retail Industry; Food and Beverage Industry; Ohio

February 2022
Article

How Global Leaders Gain Power Through Downward Deference and Reduction of Social Distance

By: Tsedal Neeley and Sebastian Reiche

We theorize about how people with positional power enact downward deference—a practice of lowering oneself to be equal to that of lower power workers—based on a study of 115 top global leaders at a large U.S. company. These leaders were charged with advancing... View Details

Keywords: Leadership; Leadership Style; Global Range; Relationships; Rank and Position; Power and Influence; Cross-Cultural and Cross-Border Issues

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Fadi Ghandour

Keywords: Shipping & Logistics

August 1993 (Revised December 1993)
Case

Scudder, Stevens & Clark

By: Jay O. Light and James O. Sailer

A large multi-product investment counseling firm considers its positioning in the mutual fund business. View Details

Keywords: Investment; Investment Funds; Product Positioning; Consulting Industry; Service Industry

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2023
Working Paper

Do Active Funds Do Better in What They Trade?

By: Marco Sammon and John J. Shim

We develop two new, simple measures to quantify active fund decisions at the individual position level. The intuition is to separate passive rebalancing induced by flows and position changes from active rebalancing decisions. We find that additive active rebalancing --... View Details

Keywords: Investment Funds; Financial Management

Muhammad Musa

Keywords: Development; Microfinance

29 May 2024
News

Harvard Business School and Harvard Medical School MD/MBA Program Celebrates Two Decades of Integrated Leadership in Medicine and Management

July 1999 (Revised June 2000)
Case

Edward Jones

By: Michael E. Porter and Gregory C. Bond

Edward Jones is a leading, highly profitable retail brokerage firm with a unique strategy very different from those of its rivals. The case describes Jones's activities and allows a rich discussion of its positioning choices, supporting activities, and tradeoffs. Jones... View Details

Keywords: Financial Institutions; Business or Company Management; Goals and Objectives; Growth and Development Strategy; Growth Management; Business Strategy; Competition; Competitive Strategy; Banking Industry; Financial Services Industry

January 2002 (Revised September 2022)
Case

Aqualisa Quartz: Simply a Better Shower

By: Youngme E. Moon and Kerry Herman

Harry Rawlinson is managing director of Aqualisa, a major U.K. manufacturer of showers. He has just launched the most significant shower innovation in recent history: the Quartz shower. The shower provides significant improvements in terms of quality, cost, and ease of... View Details

Keywords: Problems and Challenges; Product Launch; Consumer Behavior; Product Positioning; Technological Innovation; Decision Choices and Conditions; Sales; Strategy; Manufacturing Industry; Consumer Products Industry; United Kingdom

March 1979 (Revised July 1984)
Case

Amana Microwave Ovens

Describes Amana's position and strategies in the microwave oven market and evaluates its competitive thrust in this growth area. View Details

Keywords: Product Positioning; Competitive Strategy; Consumer Products Industry

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April 2022
Case

Mastercard: Creating a World Beyond Cash

By: Sunil Gupta, Linda A. Hill, Julia Kelley and Emily Tedards

In late 2021, Mastercard CEO Michael Miebach and Chairman and former CEO Ajaypal “Ajay” Banga considered how Mastercard could best position itself for continued success in the years to come. Since Mastercard’s initial public offering in 2006, the company had grown and... View Details

January 1990 (Revised November 1992)
Case

Competition and Product Variety

Examines the choice of optimal product positioning in a differentiated goods market. View Details

Keywords: Product Positioning; Competition

November 1999
Case

Long-Term Capital Management, L.P. (A)

By: Andre F. Perold

Long-Term Capital Management, L.P. (LTCM) was in the business of engaging in trading strategies to exploit market pricing discrepancies. Because the firm employed strategies designed to make money over long horizons--from six months to two years or more--it adopted a... View Details

Keywords: Fluctuation; Capital; Financial Liquidity; Financing and Loans; Investment Funds; Investment Portfolio; Corporate Governance; Governing Rules, Regulations, and Reforms; Management; Risk Management; Marketing; Motivation and Incentives; Financial Services Industry

October 2004 (Revised July 2010)
Case

Product Team Cialis: Getting Ready to Market

Lilly and ICOS are preparing for the launch of a new drug, Cialis, to compete against Viagra. To position against the incumbent firm Pfizer, which developed and markets Viagra, and other newcomers into the erectile dysfunction market, they must determine how best to... View Details

Keywords: Communication Strategy; Marketing Strategy; Product Launch; Product Positioning; Competition; Competitive Advantage; Segmentation; Pharmaceutical Industry

2009
Working Paper

Integrity: Without It Nothing Works

By: Michael C. Jensen

There is confusion between integrity, morality and ethics. In our much longer paper on the topic (see "Integrity: A Positive Model that Incorporates the Normative Phenomena of Morality, Ethics and Legality" (available at http://ssrn.com/abstract=920625)) my co-authors,... View Details

Keywords: Trust; Moral Sensibility; Legal Liability; Behavior

22 Dec 2020
Cold Call Podcast

Dove: Maintaining a Brand with Purpose

September 1995 (Revised August 1996)
Case

Land Rover North America, Inc.

Charles Hughes, president and CEO of Land Rover North America, Inc., is debating product positioning options for the new Land Rover Discovery. The positioning decision must consider the role of the Discovery vis-`a-vis other vehicles in the LRNA line, the brand's... View Details

Keywords: Product Positioning; Consumer Behavior; Brands and Branding; Auto Industry; Retail Industry; North and Central America; United Kingdom

October 1998 (Revised February 2000)
Case

RealNetworks, Inc.: Converging Technologies/Expanding Opportunities

By: Lynda M. Applegate and Kirk A. Goldman

Highlights issues related to the impact of the Internet on industry and technology convergence. RealNetworks has succeeded in establishing its position as a market leader (over 90% market share) in the Internet streaming media segment. Can they maintain this position... View Details

Keywords: Outcome or Result; Opportunities; Competitive Strategy; Expansion; Internet; Information Technology Industry

November 1999 (Revised December 1999)
Case

Safe Food Act, The: A Consumer Group's Perspective

By: Ray A. Goldberg, Carin-Isabel Knoop and Hal Hogan

The Center for Science in the Public Interest is taking a position on creating a new safety leadership vehicle in the U.S. government. How should it plead its cause? What are the position merits and faults? View Details

Keywords: Food; System; Consumer Behavior; Government and Politics; Safety; Leadership; United States

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Michael S. Kaufman

A Senior Lecturer at the Harvard Business School, Michael co-developed and teaches a second year MBA course, “Challenges and Opportunities in the Restaurant Industry.”

A founder and partner of Positive Strategy LLC, a management/strategy consulting... View Details

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