Product Positioning - Publications - Faculty & Research - Harvard Business School

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March 2007 (Revised April 2011)
Case

Madam C.J. Walker: Entrepreneur, Leader, and Philanthropist

By: Nancy F. Koehn, Anne Dwojeski, William Grundy, Erica Helms and Katherine Miller

Madam C. J. Walker, who has been credited as the first self-made African-American woman millionaire, created a hair-care empire after years spent as a laundress in St. Louis, Missouri. Decades before the Civil Rights movement, her company gave employment to thousands... View Details

Keywords: Leadership; Business History; Race; Corporate Social Responsibility and Impact; Entrepreneurship; Personal Development and Career; Gender; Philanthropy and Charitable Giving; Saint Louis

December 2013 (Revised July 2015)
Case

VP Group: Vegpro Grows Beyond Kenya

By: Jose Alvarez and Natalie Kindred

In 2013, Kenyan horticulture producer and exporter VP Group is weighing potential expansion opportunities against the growing risks in its production and export markets. With $121 million in 2012 revenues, VP Group has grown rapidly in recent years by expanding its... View Details

16 Aug 2004
Research & Ideas

Luxury Isn’t What It Used to Be

refreshing their product lines and extending their brand to more affordable items. Pressure to innovate is intense, says HBS professor Nancy F. Koehn, a business historian and author of Brand New: How Entrepreneurs Earned Consumers' Trust... View Details

Keywords: by Julia Hanna; Consumer Products

October 2023
Article

Innovation on Wings: When Do Nonstop Flights Matter for Global Innovation?

By: Dany Bahar, Prithwiraj Choudhury, Do Yoon Kim and Wesley Koo

We study whether, when, and how better connectivity through nonstop flights leads to positive innovation outcomes for firms in the global context. Using unique data of all flights emanating from 5,015 airports around the globe from 2005 to 2015 and exploiting a... View Details

Keywords: Nonstop Flights; Collaborative Innovation and Invention; Patents; Research and Development; Air Transportation Industry

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November 2005 (Revised April 2009)
Case

RFID at the METRO Group

Introduces radio frequency identification (RFID) as the next generation of automatic identification technologies that is expected to improve the performance of retail supply chains through reduced shrink, increased product availability, and improved labor productivity.... View Details

Keywords: Decision Choices and Conditions; Supply Chain Management; Performance Improvement; Performance Productivity; Technology Adoption

October 1994 (Revised January 1995)
Case

Rhone-Poulenc (A) and (B) Condensed

Rhone-Poulenc, France's largest chemical firm, has achieved a major position in the United States as the result of an ambitious series of acquisitions. As it expanded in the United States from 1986 to 1990, Rhone-Poulenc management sought to take a "hands-off" approach... View Details

Keywords: Organizational Change and Adaptation; Multinational Firms and Management; Organizational Structure; Chemical Industry; France; United States

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September 1993
Case

Rhone-Poulenc (B)

Rhone-Poulenc, France's largest chemical firm, has achieved a major position in the United States as the result of an ambitious series of acquisitions. As it expanded in the United States from 1986 to 1990, Rhone-Poulenc management sought to take a "hands-off" approach... View Details

Keywords: Organizational Change and Adaptation; Multinational Firms and Management; Organizational Structure; Chemical Industry; France; United States

01 Oct 2012
Research & Ideas

Better by the Bundle?

a model equipped with a convenience package or technology package. "Ideally you should be bundling products that have a positive synergy together," Kumar says, "but what we have shown here is that even when... View Details

Keywords: by Dina Gerdeman

Spring 2021
Article

Corporate Resilience and Response During COVID-19

By: Alex Cheema-Fox, Bridget LaPerla, George Serafeim and Hui (Stacie) Wang

The coronavirus pandemic caused a sharp market decline while raising heterogeneous responses across companies related to their employees, supply chain, and repurposing of operations to provide needed products and services. We study whether during the 2020 COVID-19... View Details

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Article

Divide and Conquer: Competing with Free Technology under Network Effects

By: Deishin Lee and Haim Mendelson

We study how a commercial firm competes with a free open source product. The market consists of two customer segments with different preferences and is characterized by positive network effects. The commercial firm makes product and pricing decisions to maximize its... View Details

Keywords: Profit; Product Launch; Network Effects; Open Source Distribution; Adoption; Competitive Strategy; Competitive Advantage

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26 Feb 2013
News

Lessons I learned from Japan

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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February 2001 (Revised March 2003)
Case

Extricity Inc.

Extricity provides software that triggers and automates information flows between collaborating businesses. Its products interface with the legacy information systems already in use by customers, extract information from them, and send this information over the... View Details

Keywords: Product Positioning; Internet and the Web; Information Technology; Applications and Software; Information Technology Industry

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V. Kasturi Rangan

Kash Rangan is the Malcolm P. McNair Professor of Marketing at the Harvard Business School. Formerly the chairman of the Marketing Department (1998-2002), he is now the co-chairman of the school's Social Enterprise Initiative. He has taught in a wide variety of MBA... View Details

Keywords: consumer products; consumer products; consumer products; consumer products; consumer products; consumer products; consumer products; consumer products; consumer products; consumer products; consumer products

Article

Improved Bounds on the Sizes of S.P Numbers

By: Paul Myer Kominers and Scott Duke Kominers

A number which is S.P in base r is a positive integer which is equal to the sum of its base-r digits multiplied by the product of its base-r digits. These numbers have been studied extensively in The Mathematical Gazette. Recently, Shah Ali... View Details

Keywords: Mathematical Methods

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March 1996 (Revised February 1999)
Case

Vistakon: 1 Day Acuvue Disposable Contact Lenses

By: Alvin J. Silk, Bruce Issacson and Marie Bell

Vistakon, an independent and entrepreneurial subsidiary of Johnson & Johnson, pioneered the production and marketing of disposable contact lenses with the 1987 launch of Acuvue, the first disposable extended-wear lens--a soft contact lens that patients wear for a... View Details

Keywords: Advertising Campaigns; Business Subsidiaries; Business Startups; Corporate Entrepreneurship; Price; Risk Management; Marketing; Product Positioning; Production; Performance Effectiveness; Consumer Products Industry; United States

December 2006
Case

Vipp A/S

By: Robert D. Austin and Daniela Beyersdorfer

Rapidly growing Vipp sells highly differentiated (and expensive) "designer" versions of a product that most buyers think about in purely functional terms: Trash bins. Examines how the company successfully produces and positions a trash bin so that it is regarded as an... View Details

Keywords: Supply Chain Management; Creativity; Product Design; Luxury; Brands and Branding

April 1998
Case

Compaq, 1998

By: Steven C. Wheelwright and Matt Verlinden

In 1997, Compaq Computer Corp. had become a $25 billion powerhouse. It had accomplished its revenue growth projections, successfully made a number of strategic acquisitions, and increased its gross margins, principally by moving up market into servers, workstations,... View Details

Keywords: Mergers and Acquisitions; Transformation; Customer Relationship Management; Profit; Revenue; Growth and Development Strategy; Brands and Branding; Distribution Channels; Alliances; Customization and Personalization; Computer Industry

April 1997 (Revised May 1997)
Case

Mercer Management Consulting's "Grow to Be Great" (A): The Growth Initiative

By: Dorothy A. Leonard and Carin-Isabel Knoop

In late 1994, James Down, member of Mercer's Executive Committee, has to decide whether or not he should push ahead with the writing and publication of a book on growth--at a time when the more successful business publications focus on reengineering and cost cutting.... View Details

Keywords: Technological Innovation; Organizational Culture; Business Growth and Maturation; Knowledge Management; Product Development; Information Publishing; Books; Consulting Industry; Publishing Industry

November 2018 (Revised May 2019)
Case

Almarai Company: Milk and Modernization in the Kingdom of Saudi Arabia

By: Kristin Fabbe, Safwan Al-Amin, Esel Cekin and Natalie Kindred

With SAR 14 billion ($3.7 billion) in 2017 revenues, Almarai was Saudi Arabia’s largest dairy producer, distributor, and marketer, with a large portfolio of branded dairy products, juices, bakery goods, and infant formula and a sales presence across the Gulf region,... View Details

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