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

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07 Apr 2023
Research & Ideas

When Celebrity ‘Crypto-Influencers’ Rake in Cash, Investors Lose Big

and urging followers to buy. “No one is telling you when to get out, and it's sometimes difficult to get out of crypto,” Pacelli says. “Some of these coins aren't super liquid, so people are potentially getting stuck in this position and... View Details

Keywords: by Kristen Senz

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

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

April 2025
Supplement

Lisa Su and AMD (B)

By: Joshua D. Margolis, Matthew Preble and Dave Habeeb

This multimedia case study focuses on CEO Lisa Su’s turnaround and subsequent transformation of the technology company Advanced Micro Devices, Inc. (AMD). When Su accepted the top position in 2014, AMD was on the verge of collapse. Su focused on the company’s culture,... View Details

Keywords: Turnaround; Leading Change; Transformation; AI and Machine Learning; Innovation Leadership; Innovation Strategy; Organizational Culture; Business and Stakeholder Relations; Business Strategy; Semiconductor Industry; Computer Industry; United States; California; Texas

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

November 2024
Case

Ather Energy: The Future of Mobility

By: Shunyuan Zhang, Kannan Srinivasan and Malini Sen

Ather Energy, India’s third-largest electric scooter maker by volume, was founded in 2013. Five years later, the start-up launched its first electric scooter, Ather 450, which was powered by artificial intelligence (AI) and the Internet of Things (IoT), to navigate... View Details

July 2003
Case

Deutsche Borse

Focuses on how Deutsche Borse's (the German stock exchange based in Frankfurt) acquisition of a 50% stake in Clearstream International, a company specialized in clearing, settlement, and custody of securities across borders, may or may not confirm its position as the... View Details

Keywords: Information Technology; Financial Markets; Innovation and Invention; Germany

18 Sep 2021
News

Celebrating AI-Infused Talent Management at the Eightfold Conference

Research Summary

The Role of IT in Firm Scope Choice: Diversification or Specialization?

The use of IT can have two, actually opposing, effects on product diversification depending on how technologies are used by the firm. On the one hand, some uses of IT can increase specialization because they allow customers to research and order products remotely,... View Details

March 1994 (Revised May 1994)
Case

Lisa Benton (A)

By: Linda A. Hill

Lisa Benton is in her fourth month as an assistant product manager at Houseworld, a leading consumer products company. She has been on the job since graduating from the Harvard Business School, and she has been frustrated from the start by a lack of responsibility, by... View Details

Keywords: Problems and Challenges; Jobs and Positions; Power and Influence; Relationships; Consumer Products Industry

November 2001 (Revised March 2002)
Case

Digital Angel

By: Youngme E. Moon and Kerry Herman

Digital Angel is considering the appropriate marketing plan for the launch of its new locator device. The device, a watch and pager worn in combination, provides GPS location information and monitors heart rate and body temperature via body sensors. Parents of young... View Details

Keywords: Information; Safety; Rights; Market Entry and Exit; Ethics; Product Launch; Brands and Branding; Product Development

July 2016
Article

Do Prices Determine Vertical Integration?

By: Laura Alfaro, Paola Conconi, Harald Fadinger and Andrew F. Newman

What is the relationship between product prices and vertical integration? While the literature has focused on how integration affects prices, this paper provides evidence that prices can affect integration. Many theories in organizational economics and industrial... View Details

Keywords: Price; Vertical Integration; Product

23 Jan 2018
First Look

First Look at New Research and Ideas, January 23, 2018

volatility. Using our model we quantify how capital injections impact the risk of financial institutions and estimate firm-specific precautionary capital needs. In addition, the longstanding observation that volatility is more responsive to negative shocks than View Details

Keywords: Sean Silverthorne

March 2020
Case

Thingtesting: Launching a Brand Discovery and Testing Digital Community

By: Ayelet Israeli and Jill Avery

Thingtesting, a brand discovery and testing digital community devoted to uncovering and exploring direct-to-consumer brands, had just received seed funding and was contemplating a second year of growth. The new year brought many challenges, as founder Jenny Gyllander... View Details

September 2020
Case

Drinkworks: Home Bar by Keurig

By: Sunil Gupta, Jonathan Levav and Julia Kelley

In the summer of 2018, Drinkworks CEO Nathaniel Davis needed to make a number of go-to-market decisions ahead of his company’s upcoming product launch. Formed through a joint venture between Keurig Dr. Pepper and Anheuser-Busch InBev, Drinkworks had developed an... View Details

08 Jun 2009
Research & Ideas

The Return of the Salesman

address: that salespeople promoted innovations; that they acted as brokers of information; and that their activities "embodied the spirit of capitalism in popular culture." Could you elaborate on the importance of these themes? A: In the early 20th century, a lot of... View Details

Keywords: by Sean Silverthorne; Retail

December 2005 (Revised February 2006)
Case

Migros

By: Forest L. Reinhardt, Vincent Marie Dessain and Anders Sjoman

In October 2005, Urs Riedener, head of marketing at Swiss retailer Migros, is contemplating the company's competitive position. Primarily a retailer for foods and near-foods products, the cooperative Migros, with close to 600 retail outlets in Switzerland (but only... View Details

Keywords: Competitive Advantage; Corporate Governance; Corporate Strategy; Cooperative Ownership; Supply Chain Management; Product Marketing; Environmental Sustainability; Social Enterprise; Business or Company Management; Marketing Strategy; Retail Industry; Agriculture and Agribusiness Industry; Switzerland

November 2009 (Revised March 2013)
Case

PureCircle

By: David E. Bell and Aldo Sesia

In December 2008, the U.S. Food and Drug Administration (FDA) determined that high-purity Rebaudioside A (Reb A), a natural and calorie-free product that a young company named PureCircle manufactured from the Stevia plant, could be used in beverages, foods, and as a... View Details

Keywords: Customer Relationship Management; Investment; Globalization; Leadership; Risk Management; Product Launch; Production; Performance Productivity; Business and Shareholder Relations; Food and Beverage Industry; United States

June 2011 (Revised October 2012)
Case

IBM China Development Lab Shanghai: Capability by Design

By: Willy Shih, Kamen Bliznashki and Fan Zhao

When IBM shifted from a traditional territory-based multinational organization to what it called a globally integrated enterprise, it established its headquarters for "Growth Markets" in Shanghai and "Established Markets" in New York. This positioned its China... View Details

Keywords: Diversification; Corporate Strategy; Global Strategy; Organizational Change and Adaptation; Research and Development; Emerging Markets; Product Development; Information Technology Industry; China

Article

Sustainability, Business, and Health

By: George Serafeim, Amanda M. Rischbieth and Howard K. Koh

The coronavirus disease 2019 (COVID-19) pandemic has demonstrated that response demands involvement from every sector of society. As a major example, some businesses have stepped up in ways previously unimaginable. Garment companies have repurposed production to face... View Details

Keywords: COVID; COVID-19; Sustainability; Health And Wellness; Corporate Social Responsibility; Health Pandemics; Health; Corporate Social Responsibility and Impact; Corporate Accountability; Health Care and Treatment

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