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

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25 May 2011
HBS Case

QuikTrip’s Investment in Retail Employees Pays Off

leave vacant positions unfilled for immediate, measurable savings. That's the retail way. Moreover, the costs of understaffing aren't easily quantifiable; who can say how many customers are lost to long lines or stock-outs? “You can... View Details

Keywords: by Julia Hanna; Retail

May 2023
Article

Self-Preferencing at Amazon: Evidence from Search Rankings

By: Chiara Farronato, Andrey Fradkin and Alexander MacKay

We study whether Amazon engages in self-preferencing on its marketplace by favoring its own brands (e.g., Amazon Basics) in search. To address this question, we collect new micro-level consumer search data using a custom browser extension installed by a panel of study... View Details

Keywords: Consumer Behavior; E-commerce; Product Positioning; Brands and Branding

February 2008 (Revised February 2008)
Supplement

Lincoln Financial Group (B): Making LFD a Reality

LFG reorganizes its business in order to improve customer intimacy. However, to implement the strategy, they need to effect significant changes in the skills of their salespeople. This case series straddles human resource management, corporate strategy, and sales... View Details

Keywords: Organizational Change and Adaptation; Customer Focus and Relationships; Financial Services Industry

November 5, 2024
Article

The International Empirics of Management

By: Daniela Scur, Scott Ohlmacher, John Van Reenen, Morten Bennedsen, Nick Bloom, Ali Choudhary, Lucia Foster, Jesse Groenewegen, Arti Grover, Sjoerd Hardeman, Leonardo Iacovone, Ryo Kambayashi, Marie-Christine Laible, Renata Lemos, Hongbin Li, Andrea Linarello, Mika Maliranta, Denis Medvedev, Charlotte Meng, John Miles Touya, Natalia Mandirola, Roope Ohlsbom, Atsushi Ohyama, Megha Patnaik, Mariana Pereira-López, Raffaella Sadun, Tatsuro Senga, Franklin Qian and Florian Zimmermann

A country’s national income broadly depends on the quantity and quality of workers and capital. But how well these factors are managed within and between firms may be a key determinant of a country’s productivity and its GDP. Although social scientists have long... View Details

Keywords: Performance Productivity; Economy; Management Practices and Processes

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February 2022 (Revised September 2022)
Case

InstaDeep: AI Innovation Born in Africa (A)

By: Shikhar Ghosh and Esel Çekin

Karim Beguir and Zohra Slim were the co-founders of InstaDeep, a deep tech startup focusing on artificial intelligence (AI) solutions. Instadeep was one of the few companies globally that were partnering with DeepMind, an AI subsidiary of Google [Alphabet Inc.].... View Details

Keywords: AI; Artificial Intelligence; Entrepreneurship; Operations; Business Subsidiaries; Brands and Branding; Innovation and Invention; Growth and Development Strategy; AI and Machine Learning; Technology Industry; Africa

November 2008 (Revised April 2009)
Case

E Ink in 2008

By: David B. Yoffie and Renee Kim

In the fall of 2008, E Ink had positioned itself as a leader in electronic ink technology thanks to the launch of several eBook devices such as Amazon's Kindle. Yet E Ink still faced the question of how to turn its technology into a profitable business amid competing... View Details

Keywords: Entrepreneurship; Profit; Product Positioning; Business Strategy; Competition; Hardware; Technology Industry

Michael E. Porter

Michael Porter is an economist, researcher, author, advisor, speaker and teacher. Throughout his career at Harvard Business School, he has brought economic theory and strategy concepts to bear on many of the most challenging problems facing corporations, economies... View Details

Keywords: biotechnology; e-commerce industry; health care; information; information technology industry; internet; nonprofit industry; service industry; state government

June 2024 (Revised October 2024)
Case

Equifruit

By: Elizabeth A. Keenan and Annelena Lobb

Jennie Coleman, president of Fairtrade banana company Equifruit, considered how best to position her firm and brand to increase sales of Fairtrade bananas in the U.S. and Canada. She saw her biggest challenge as convincing retailers that consumers would be OK spending... View Details

Keywords: Plant-Based Agribusiness; Food; Goods and Commodities; Brands and Branding; Product Positioning; Sales; Social Enterprise; Agriculture and Agribusiness Industry; Food and Beverage Industry; Ecuador; Guatemala; Canada; United States

April 2012
Article

Broadening Focus: Spillovers, Complementarities and Specialization in the Hospital Industry

By: Jonathan R. Clark and Robert S. Huckman

The long-standing argument that focused operations outperform others stands in contrast to claims about the benefits of broader operational scope. The performance benefits of focus are typically attributed to reduced complexity, lower uncertainty, and the development... View Details

Keywords: Performance Capacity; Operations; Advertising; Production; Corporate Strategy; Relationships; Medical Specialties; Complexity; Risk and Uncertainty; Experience and Expertise; Diversification; Quality; Health Industry

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November 2023
Case

Apple Inc. in 2023

By: David B. Yoffie and Sarah von Bargen

Under CEO Tim Cook, Apple became the first trillion dollar market cap company, the first two trillion dollar company, and the first three trillion dollar company. Since the COVID pandemic, Apple gained over 20% of the world smartphone market and 50% of the U.S. market,... View Details

Keywords: Competitive Advantage; Product Positioning; Emerging Markets; Competitive Strategy; Technological Innovation; Revenue; Technology Industry

December 2018 (Revised September 2019)
Case

Brand Activism: Nike and Colin Kaepernick

By: Jill Avery and Koen Pauwels

Nike's selection of politically polarizing Colin Kaepernick as the spokesperson for the 30th anniversary of its iconic "Just Do It" campaign catapulted the brand into the media spotlight and made it a political flashpoint for consumers across America. Would the choice... View Details

Keywords: Digital Marketing; Entertainment; Politics; Activism; Brand Equity; Marketing; Marketing Strategy; Brands and Branding; Marketing Communications; Sports; Advertising; Social Media; Consumer Products Industry; Consumer Products Industry; Consumer Products Industry; United States; North America

April 1989 (Revised December 1998)
Case

Masco Corp. (A)

By: Michael E. Porter and Cynthia A. Montgomery

Describes the history and corporate position of a large and successful producer of faucets and related household products. Masco is considering entry into the $14 billion furniture industry. Designed to be used with Household Furniture Industry in 1986 in a strategy... View Details

Keywords: Diversification; Market Entry and Exit; Corporate Strategy; Rank and Position; Consumer Products Industry

18 Jan 2019
Blog Post

Exploring the Tech World Through WesTrek

Anheuser Busch. During my first semester at HBS, I befriended many former west-coasters who proclaimed San Francisco a hotspot for interesting product marketing jobs. For the first time, I wondered what it would be like to move out west... View Details

June 1994
Case

Green Marketing at Rank Xerox

By: Jeffrey F. Rayport

Xerox Corp. is on the verge of launching a new line of photocopiers made largely from refurbished or recycled parts. In spite of this reclaimed content, the company intends to position the machines as "new." The move is a response to growing environmental pressures in... View Details

Keywords: Product Positioning; Machinery and Machining; Environmental Sustainability; Consumer Products Industry; Consumer Products Industry; Europe

December 2023 (Revised January 2025)
Case

Research In Motion: Launching and Scaling the World's First Smartphone Empire (A)

By: Tatiana Sandino and Samuel Grad

In 2005, Research In Motion’s (RIM) BlackBerry smartphone was a sensation. After its launch in 1999, the groundbreaking BlackBerry had captured the hearts and minds of corporate America through its secure wireless email service. The device was so addictive and... View Details

Keywords: Business Growth and Maturation; Decision Choices and Conditions; Mobile and Wireless Technology; Innovation and Management; Technological Innovation; Business or Company Management; Management Style; Product Development; Managerial Roles; Growth and Development Strategy; Technology Industry; United States; Canada

05 Jul 2006
Working Paper Summaries

The Power of Stars: Do Stars Drive Success in Creative Industries?

Keywords: by Anita Elberse; Entertainment & Recreation; Motion Pictures & Video; Financial Services

TeachingInterests

Digital Innovation and Transformation – MBA Elective Curriculum

Digital Innovation and Transformation is designed to equip students to confidently help conceive, lead and execute digital innovation initiatives and develop new business models for existing and insurgent organizations. The basic premise of the course... View Details

March 2017
Exercise

Designing Transformational Customer Experiences

By: Stefan Thomke

Anyone who has recently travelled, gone shopping, or tried to have a problem solved may have little recollection of the experience. Worse yet, some are frustrated by the lack of responsiveness or empathy that they encountered. The reality is that most customer... View Details

Keywords: Customer Experience; Exercise; Learning By Doing; LEGO; Storytelling; Customer Satisfaction; Design; Innovation and Management; Transformation; Service Delivery

March 2014
Technical Note

Venture Capital Investment in the Clean Energy Sector

By: Ramana Nanda and Shikhar Ghosh

In this note, we examine the extent to which venture capital is adequately positioned for the rapid commercialization of clean energy technologies in the United States. The need for a revolution in clean energy is driven not just by environmental consequences of energy... View Details

Keywords: Entrepreneurial Finance; Entrepreneurship; Finance; Financial Services Industry

October 2005
Case

Saskatchewan Wheat Pool 2005

By: Ray A. Goldberg and Mary L. Shelman

CEO Mayo Schmidt had just guided his firm through five difficult years. Survival had come with the difficult decision to change the 80-year-old agricultural cooperative into a Canadian business corporation. The Saskatchewan Wheat Pool (SWP) now faced the future with a... View Details

Keywords: Change Management; Customer Value and Value Chain; Capital; Technological Innovation; Leading Change; Demand and Consumers; Partners and Partnerships; Expansion; Technology Adoption; Food and Beverage Industry; Canada

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