Publications

Article

Make Your Weak Position Strong

By: Deepak Malhotra

July 2014
Article

Convergence of Position Auctions under Myopic Best-Response Dynamics

By: Matthew Cary, Aparna Das, Benjamin Edelman, Ioannis Giotis, Kurtis Heimerl, Anna Karlin, Scott Duke Kominers, Claire Mathieu and Michael Schwarz

We study the dynamics of multi-round position auctions, considering both the case of exogenous click-through rates and the case in which click-through rates are determined by an endogenous consumer search process. In both contexts, we demonstrate that the dynamic... View Details

Keywords: Sponsored Search; Advertising; Google; Equilibrium Selection; Online Advertising; Advertising Industry

05 Oct 2010
Working Paper Summaries

A Positive Approach to Studying Diversity in Organizations

Keywords: by Lakshmi Ramarajan & David Thomas

April 2004 (Revised November 2005)
Teaching Note

Microsoft: Positioning the Tablet PC (TN)

By: Youngme E. Moon

Teaching Note to (9-502-051). View Details

Keywords: Product Positioning; Computer Industry

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... View Details

Keywords: Customers; Brands and Branding; Product Positioning; Segmentation; Apparel and Accessories Industry; India

2007
Chapter

Competitive Positioning Through New Product Development

By: Elie Ofek

Keywords: Product Development; Competitive Advantage

January 2004 (Revised May 2004)
Background Note

Strategy and Positioning in Professional Service Firms

By: Ashish Nanda

This case provides a definition of strategy, distinguishes between corporate and practice strategy, and discusses how and why developing and implementing strategy for professional service firms is different from developing and implementing strategy for commercial... View Details

Keywords: Corporate Strategy; Service Industry

7 Mar 2013
Keynote Speech

Positive Risk and the Innovation Commons

By: Carliss Y. Baldwin

Keywords: Innovation ＆ Entrepreneurship; Entrepreneurship; Innovation and Invention

2012
Report

Sweden's Position in the Global Economy

By: Christian H.M. Ketels

In the spring of 2012, the Swedish economy is, as many of its peers, facing a difficult and uncertain economic environment. While these challenges are real, the Swedish economy looks much better prepared to deal with them than many of its peers. Following its own... View Details

Keywords: Economy; Financial Crisis; Government and Politics; Policy; Globalization; Competitive Advantage; Sweden

07 Dec 2009
Research & Ideas

Government’s Positive Role in Kick-Starting Entrepreneurship

entrepreneurship and venture capital, the actions of any one group are likely to have positive spillovers—or, in the language of economics, "externalities"—for their peers. It is in these types of settings that the government... View Details

Keywords: by Sean Silverthorne; Technology

September 2005 (Revised April 2006)
Background Note

Market Segmentation, Target Market Selection, and Positioning

By: Miklos Sarvary and Anita Elberse

Elaborates on the prerequisites for designing a successful marketing strategy: market segmentation, target market selection, and product positioning. View Details

Keywords: Marketing Strategy; Product Positioning; Markets

October 3, 2014
Guest Column

Finding the Positives in Your Failures

By: Christopher G. Myers

Keywords: Learning From Failure; Learning

22 Jun 2013 - 23 Jun 2013
Conference Presentation

Positive Risk and the Innovation Commons

By: Carliss Y. Baldwin

October 1985
Background Note

Statement of Changes in Financial Position

By: David F. Hawkins

Keywords: Finance; Change

27 Apr 2012
Working Paper Summaries

Putting Integrity into Finance: A Purely Positive Approach

Keywords: by Werner Erhard & Michael C. Jensen

2012
Working Paper

Putting Integrity into Finance: A Purely Positive Approach

By: Werner Erhard and Michael C. Jensen

We summarize our new positive theory of integrity that has no normative content, and argue that there are large gains from putting integrity into finance—into both the theory and practice of finance. We define integrity as being whole and complete and unbroken. We... View Details

Keywords: Finance; Ethics; Theory; Practice; Change

SSRN

Article

Choice Architects Reveal a Bias Toward Positivity and Certainty

By: David P. Daniels and Julian Zlatev

Biases influence important decisions, but little is known about whether and how individuals try to exploit others’ biases in strategic interactions. Choice architects—that is, people who present choices to others—must often decide between presenting choice sets with... View Details

Keywords: Nudges; Biases; Strategic Decision Making; Social Influence; Choice Architects; Choice Architecture; Reflection Effect; Certainty Effect; Loss Aversion; Decision Making; Risk and Uncertainty; Power and Influence

July 2010
Case

Metabical: Positioning and Communications Strategy for a New Weight Loss Drug

By: John A. Quelch and Heather Beckham

Cambridge Sciences Pharmaceuticals (CSP) expects final approval for its revolutionary weight loss drug, Metabical. Metabical will be the only weight loss drug with FDA approval that is also clinically proven to be effective for moderately overweight people. Barbara... View Details

Keywords: Product Positioning; Marketing Communications; Product Launch; Consumer Behavior; Pharmaceutical Industry; United States

October 2012
Supplement

Vodafone's Position in the Wireless Telecom Industry in 2001

By: Juan Alcacer

Instructors may use the supplementary material "Vodafone's Position in the Wireless Telecom Industry in 2001" to demonstrate noticeable differences across countries in terms of: (1) WTP (suggested by the striking differences in ARPU); (2) payment methods (pre-paid vs.... View Details

Keywords: Telecommunications; Information Technology; Mobile and Wireless Technology; Telecommunications Industry; Japan