Positioning - Publications - Faculty & Research

August 2001 (Revised January 2015)
Case

SonoSite: A View Inside

By: Clayton Christensen and Jeremy Dann

After its spin-off from one of the world's largest ultrasound makers, Sonosite attempts to popularize a new kind of handheld ultrasound units. Sonosite needs to decide if it should focus on new markets that will value the portability and ease of use of its products, or... View Details

Keywords: Customers; Disruptive Innovation; Product Positioning; Demand and Consumers

Citation

Educators

Purchase

October 1981 (Revised August 1985)
Case

Vicks Health Care Division: Project Scorpio (C)

Reveals that the new products executives have decided to recommend national expansion. They have to develop a justification and preliminary marketing plan. Emphasizes consumer and trade promotion options. Students have to complete a five-year projected P&L statement. View Details

Keywords: Product Positioning; Health Care and Treatment; Product Launch; Health Industry

Citation

Educators

Purchase

08 Sep 2020
Sharpening Your Skills

Capitalism Works Better When I Can See What You're Doing

your messages after they are read. The problem: The memory of your uninhibited behavior lingers. Research Papers Surfacing the Submerged State with Operational Transparency in Government ServicesCitizens who see the work that government is doing express more View Details

Keywords: by Sean Silverthorne

14 Sep 2007
Research & Ideas

How to Profit from Scarcity

of scarcity can be a smart marketing strategy. And even if you're in the unfortunate position of experiencing very real scarcity, there are tactics you can employ to minimize the brand damage and even profit from the error. What's your... View Details

Keywords: by John Quelch; Consumer Products; Advertising

13 May 2013
Blog Post

3 Projects, 1 Priceless Picture

the Women’s Training team better understand Nike’s position against global competitors and identify gaps or opportunities to consider in their business plan. Working with the group’s Strategic Planner, I also developed a ‘War Games’... View Details

Keywords: Consumer Products / Retail

16 Jul 2018
Blog Post

3 Key Take-a-Ways From My Summer at Zalando

Plan. As we discussed in a wide range of cases during my first year at HBS, diversity is a key challenge for companies worldwide, especially those which are more tech-oriented. Although Zalando is in a good position compared to other tech... View Details

Keywords: Consumer Products / Retail

Profile

Lindsay Hyde

“I’m so pleased with the level of thought and enthusiasm my classmates of all professional backgrounds have given to making a positive impact through business.” View Details

Profile

Hann Yew

allows her to integrate her science skills into a larger vision for positive change. "All the elements are there to transform health care through technology, which I am very excited about." View Details

Keywords: Consulting; Healthcare/Biotech

Profile

Carol Lauson

confirmed Carol's initial impressions. "The classroom dynamic here is distinctive. You go through so many scenarios. You see how other managers have reacted, positively or negatively, and their choices give you better insight into... View Details

05 Oct 2016
Blog Post

The Women’s College Cohort at Peek Weekend

working that you can apply in school, extracurricular activities, or in your positions directly out of undergrad. I had graduated college only about a month before coming to Peek, but the moment I stepped off of the campus, I realized... View Details

Web

Harvard Business School

Organization Andy Zelleke (PhD) 2003 Freedom and Constraint: The Design of Governance and Leadership Structures in British and American Firms Christopher O. Wheat (PhD) 2005 Organizational Positions and the Social Structure of Exchange... View Details

Web

Connections & Relationships | Social Enterprise | Harvard Business School

regional economic competitiveness issues. After graduation, I took a position as Advisor to the Mayor for the City of Boston, sponsored by the HBS Leadership Fellows program . The role really fit well with my desire to advise and lead... View Details

04 Sep 2019
News

A Wide Screen Approach

some vocal support on social media, has led to a change in how they position their women wrestlers. The WWE has put its female Superstars, formerly named “Divas,” on par with the male performers—meaning more match time, deeper story... View Details

01 Mar 2008
News

Negotiating with Wal-Mart

enjoyed their own versions of success with the mega-retailer. Getting a ground-level view of how two companies achieved those positive outcomes illustrates the story-within-a-story of implementing corporate change. “Achieving that is... View Details

Keywords: Julia Hanna; General Merchandise Stores; Retail Trade

01 Oct 1996
News

Starting Now — Bruce Wasserstein (MBA 1971)

position in the mergers and acquisitions business. In addition, the firm has had some notable successes in its merchant banking business, having participated in the buyouts of IMAX, Maybelline, and Collins & Aikman, in particular.... View Details

Keywords: Marguerite Rigoglioso, with Elizabeth McNair

30 Mar 2016
News

Alumni in Middle East Connect Around a ‘Vision’ for the New HBS

challenges and opportunities facing Harvard Business School, but also the great opportunities we have to help create positive change throughout the world. “And the Campaign is about more than raising money,” he noted. “It provides an... View Details

01 Dec 1999
News

Jeff Cruikshank

his colleagues. Even when something looked to me like a genuine impending disaster - a true train wreck looming just around the next bend - there was a very good chance that I was failing to see the Big Picture. So no disasters, but there were some highly View Details

Keywords: Jeff Cruikshank

01 Feb 2000
News

Youth Movement: HBS Clubs Make Students a Top Priority

grads." In light of his positive experience, DeBono has spread the word on campus about the 2000 Trek, which will take place early this year. HBSPS Club president Tracy E. Kwiker (MBA '95) has been a driving force in developing programs... View Details

Keywords: Amy E. Dean

05 May 2015
News

Alumni in London Connect Around a ‘Vision’ for the New HBS

opportunities facing Harvard Business School, but also the great opportunities we have to help create positive change throughout the world. “And the Campaign is about more than raising money,” he noted. “It provides an opportunity to... View Details

24 Feb 2015
News

Florida Alumni Connect Around a ‘Vision’ for the New HBS

institution the resources it will require to meet the challenges this future will bring,” said Dean Nohria. “As we do so, we need to think not only of the challenges and opportunities facing Harvard Business School, but also the great opportunities we have to help... View Details

Publications