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      Market PositioningRemove Market Positioning →

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      • August 2000 (Revised November 2001)
      • Case

      Edmunds.com (A)

      By: Stephen P. Bradley and Christina Akers
      Edmund's began in 1966 as a publisher of new and used vehicle guides and grew into one of the leading third-party automotive web sites of today. This case explores how Edmunds.com gained a competitive edge using strategic partnerships and alliances, as well as careful... View Details
      Keywords: Growth and Development Strategy; Business Strategy; Success; Product Positioning; Partners and Partnerships; Competitive Advantage; Auto Industry; Information Technology Industry
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      Bradley, Stephen P., and Christina Akers. "Edmunds.com (A)." Harvard Business School Case 701-025, August 2000. (Revised November 2001.)
      • June 2000
      • Case

      Rebirth of the Swiss Watch Industry, 1980-1992 (A)

      By: Michael L. Tushman and Daniel Radov
      The Swiss watch industry has been devastated by new entrants from Asia in the low- and mid-priced watch segments. Japanese and Hong Kong firms have used quartz technology to lower costs dramatically. Nicolas Hayek, president of a Swiss consulting firm, is asked to help... View Details
      Keywords: Information Technology; Product Development; Organizational Structure; Change Management; Alignment; Product Positioning; Brands and Branding; Management Teams; Apparel and Accessories Industry; Consumer Products Industry; Switzerland
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      Tushman, Michael L., and Daniel Radov. "Rebirth of the Swiss Watch Industry, 1980-1992 (A)." Harvard Business School Case 400-087, June 2000.
      • May 2000
      • Supplement

      Launching the BMW Z3 Roadster

      By: Robert J. Dolan and Susan M. Fournier
      Contains two BMW Z3 television commercials used at launch, a Jay Leno Tonight Show segment, a Bryant Gumbel Today Show segment, Central Park PR event coverage, and Go: An American Road Story (promotional video from BMW). View Details
      Keywords: Marketing Communications; Marketing Strategy; Brands and Branding; Product Launch; Product Positioning; Auto Industry
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      Dolan, Robert J., and Susan M. Fournier. "Launching the BMW Z3 Roadster." Harvard Business School Video Supplement 500-502, May 2000.
      • March 2000
      • Case

      Merloni Elettrodomestici spa: Building for Profit

      By: Joseph L. Bower, Bruce McKern and John L. Naman
      In 1995, the Merloni management is faced with profitless prosperity. A rise in raw material prices in the face of ferocious competition in their markets hurts margins. At the same time, the company is trying to expand geographically in order to become Pan-European and... View Details
      Keywords: Business or Company Management; Profit; Management; Problems and Challenges; Markets; Europe
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      Bower, Joseph L., Bruce McKern, and John L. Naman. "Merloni Elettrodomestici spa: Building for Profit." Harvard Business School Case 300-118, March 2000.
      • March 2000
      • Case

      Heartport, Inc.

      By: Gary P. Pisano and Shoshana Dobrow
      Heartport, an entrepreneurial medical device maker, has introduced several innovative systems for conducting less-invasive cardiac surgery. Despite initially high expectations, the company has struggled to get its technology adopted by cardiac surgeons. The company's... View Details
      Keywords: History; Product Positioning; Knowledge Acquisition; Corporate Entrepreneurship; Technology Adoption; Health Care and Treatment
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      Pisano, Gary P., and Shoshana Dobrow. "Heartport, Inc." Harvard Business School Case 600-020, March 2000.
      • February 2000 (Revised May 2001)
      • Case

      BET.com

      By: Thomas R. Eisenmann and Pauline M Fischer
      Black Entertainment Television, a leading cable programmer, is launching BET.com, an Internet portal targeted toward African-Americans. This case examines the challenges facing BET management as it defines its service offerings and target customer segments in a... View Details
      Keywords: Product Positioning; Ethnicity; Internet and the Web; Age; Race; Decision Choices and Conditions; Business Startups; Entertainment and Recreation Industry; United States
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      Eisenmann, Thomas R., and Pauline M Fischer. "BET.com." Harvard Business School Case 800-283, February 2000. (Revised May 2001.)
      • January 2000
      • Case

      The Dimensions of Brand Equity for Nestlé Crunch Bar: A Research Case

      By: Jill Avery and Gerald Zaltman
      An in-depth study of consumers' thoughts and feelings about a branded candy bar. View Details
      Keywords: Brand Management; Brand Equity; Brand Communication; Brand & Product Management; Brand Building; Brand Positioning; Brand Storytelling; Brand Strategy; Brand Value; Branding; Marketing; Advertising; Customer Satisfaction; Brands and Branding; Consumer Behavior; Food and Beverage Industry; Consumer Products Industry
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      Avery, Jill, and Gerald Zaltman. "The Dimensions of Brand Equity for Nestlé Crunch Bar: A Research Case." Harvard Business School Case 500-083, January 2000.
      • January 2000
      • Case

      Talbots - A Classic

      By: V. Kasturi Rangan and Marie Bell
      This case traces why the $1 billion women's clothing retailer decided to attract younger customers, what went wrong, and the actions taken to recover. By the end of 1999, the company has reestablished itself and faces several growth opportunities and must decide on the... View Details
      Keywords: Customer Focus and Relationships; Decisions; Crisis Management; Product Positioning; Problems and Challenges; Segmentation; Fashion Industry
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      Rangan, V. Kasturi, and Marie Bell. "Talbots - A Classic." Harvard Business School Case 500-082, January 2000.
      • January 2000 (Revised January 2006)
      • Teaching Note

      Husky Injection Molding Systems (TN)

      By: Jan W. Rivkin
      Teaching Note for (9-799-157). View Details
      Keywords: Product Positioning; Competitive Strategy; Leadership Style; Expansion; Manufacturing Industry; Canada
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      Rivkin, Jan W. "Husky Injection Molding Systems (TN)." Harvard Business School Teaching Note 700-087, January 2000. (Revised January 2006.)
      • December 1999
      • Case

      Sun Microsystems, Inc. (A5): Solaris 7: Rich Green on Product Strategy and Culture Change

      By: Rosabeth M. Kanter and Jane Roessner
      Solaris, Sun Microsystems' version of the UNIX operating system, was an amorphous collection of capabilities that had accumulated over the years, a product the company vaguely wished it could market and sell better. Developing and marketing Solaris 7 would help... View Details
      Keywords: Digital Platforms; Applications and Software; Organizational Change and Adaptation; Product Positioning; Growth and Development Strategy; Organizational Culture; Success; Change; Diversification; Technology Industry; Computer Industry
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      Kanter, Rosabeth M., and Jane Roessner. "Sun Microsystems, Inc. (A5): Solaris 7: Rich Green on Product Strategy and Culture Change." Harvard Business School Case 300-079, December 1999.
      • November 1999 (Revised December 1999)
      • Case

      Safe Food Act, The: A Consumer Group's Perspective

      By: Ray A. Goldberg, Carin-Isabel Knoop and Hal Hogan
      The Center for Science in the Public Interest is taking a position on creating a new safety leadership vehicle in the U.S. government. How should it plead its cause? What are the position merits and faults? View Details
      Keywords: Food; System; Consumer Behavior; Government and Politics; Safety; Leadership; United States
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      Goldberg, Ray A., Carin-Isabel Knoop, and Hal Hogan. "Safe Food Act, The: A Consumer Group's Perspective." Harvard Business School Case 900-013, November 1999. (Revised December 1999.)
      • November 1999
      • Case

      Long-Term Capital Management, L.P. (A)

      By: Andre F. Perold
      Long-Term Capital Management, L.P. (LTCM) was in the business of engaging in trading strategies to exploit market pricing discrepancies. Because the firm employed strategies designed to make money over long horizons--from six months to two years or more--it adopted a... View Details
      Keywords: Fluctuation; Capital; Financial Liquidity; Financing and Loans; Investment Funds; Investment Portfolio; Corporate Governance; Governing Rules, Regulations, and Reforms; Management; Risk Management; Marketing; Motivation and Incentives; Financial Services Industry
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      Perold, Andre F. "Long-Term Capital Management, L.P. (A)." Harvard Business School Case 200-007, November 1999.
      • November 1999
      • Case

      Long-Term Capital Management, L.P. (C)

      By: Andre F. Perold
      Long-Term Capital Management, L.P. (LTCM) was in the business of engaging in trading strategies to exploit market pricing discrepancies. Because the firm employed strategies designed to make money over long horizons--from six months to two years or more--it adopted a... View Details
      Keywords: Fluctuation; Capital; Financial Liquidity; Financing and Loans; Investment Funds; Investment Portfolio; Corporate Governance; Governing Rules, Regulations, and Reforms; Management; Risk Management; Markets; Motivation and Incentives; Financial Services Industry
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      Perold, Andre F. "Long-Term Capital Management, L.P. (C)." Harvard Business School Case 200-009, November 1999.
      • November 1999 (Revised June 2006)
      • Case

      DLJdirect: "Putting Our Reputation Online"

      By: Thomas R. Eisenmann and Gillian Morris
      Online broker DLJdirect faced two decisions during the fall of 1999: what customer segments should it target and how much should it spend on marketing? Unlike its competitors, who focused either on day traders or more mainstream investors, DLJdirect differentiated its... View Details
      Keywords: Marketing Strategy; Marketing Communications; Competitive Strategy; Decision Choices and Conditions; Investment; Cost Management; Business Plan; Research and Development; Customers; Budgets and Budgeting; Online Advertising; Internet; Financial Services Industry
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      Eisenmann, Thomas R., and Gillian Morris. DLJdirect: "Putting Our Reputation Online". Harvard Business School Case 800-164, November 1999. (Revised June 2006.)
      • October 1999 (Revised September 2005)
      • Case

      Eddie Bauer, Inc.

      By: David E. Bell and Ann Leamon
      Eddie Bauer has decided to coordinate its merchandising strategy (price, selection) across its stores and catalog. But with e-commerce, is this still sensible? View Details
      Keywords: Management; Brands and Branding; Marketing Channels; Product Positioning; Business Strategy; Internet
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      Bell, David E., and Ann Leamon. "Eddie Bauer, Inc." Harvard Business School Case 500-034, October 1999. (Revised September 2005.)
      • September 1999 (Revised July 2006)
      • Case

      Juice Guys (A)

      By: Joseph B. Lassiter III, Sharon Lee Fox and Cynthia Rushmore Kuechle
      The case explores who the customers are for a new beverage product, their desires as customers for this product, and their desires when ordering this product from a local specialty store location. View Details
      Keywords: Entrepreneurship; Product Launch; Product Positioning; Customer Relationship Management; Consumer Behavior; Commercialization; Customer Satisfaction; Food and Beverage Industry
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      Lassiter, Joseph B., III, Sharon Lee Fox, and Cynthia Rushmore Kuechle. "Juice Guys (A)." Harvard Business School Case 800-122, September 1999. (Revised July 2006.)
      • September 1999 (Revised February 2004)
      • Case

      Juice Guys (B)

      By: Joseph B. Lassiter III, Sharon Lee Fox and Cynthia Rushmore Kuechle
      The case explores who the customers are for a new beverage product, their desires as customers for this product, and their desires when ordering this product from a local specialty store location. View Details
      Keywords: Entrepreneurship; Product Launch; Product Positioning; Customer Relationship Management; Consumer Behavior; Commercialization; Customer Satisfaction; Food and Beverage Industry
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      Lassiter, Joseph B., III, Sharon Lee Fox, and Cynthia Rushmore Kuechle. "Juice Guys (B)." Harvard Business School Case 800-123, September 1999. (Revised February 2004.)
      • September 1999
      • Case

      Project Dreamcast: Serious Play at Sega Enterprises Ltd. (A)

      By: Stefan H. Thomke and Andrew Robertson
      Focuses on the ongoing competitive battles in the global home video game market that is estimated to exceed $15 billion by 1999 in the United States and Japan alone. Describes how Sega Enterprises has redesigned its development processes to create a revolutionary... View Details
      Keywords: Games, Gaming, and Gambling; Competitive Strategy; Technological Innovation; Growth and Development Strategy; Partners and Partnerships; Product Development; Business Growth and Maturation; Market Entry and Exit; Sales; Entertainment and Recreation Industry; Computer Industry
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      Thomke, Stefan H., and Andrew Robertson. "Project Dreamcast: Serious Play at Sega Enterprises Ltd. (A)." Harvard Business School Case 600-028, September 1999.
      • August 1999 (Revised October 1999)
      • Case

      RCA Records: The Digital Revolution

      By: Jeffrey F. Rayport, Carin-Isabel Knoop and Cate Reavis
      In 1995, Bertelsmann-owned RCA Records was considered a "tired and old" record label. By 1999, the company represented a number of the "hottest" acts in the music industry. Nevertheless, the company's position (as well as that of the entire music industry) was under... View Details
      Keywords: Brands and Branding; Business Model; Competition; Corporate Strategy; Internet and the Web; Change Management; Marketing Strategy; Music Industry; Entertainment and Recreation Industry; United States
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      Rayport, Jeffrey F., Carin-Isabel Knoop, and Cate Reavis. "RCA Records: The Digital Revolution." Harvard Business School Case 800-014, August 1999. (Revised October 1999.)
      • June 1999
      • Case

      Major League Baseball--1999

      By: Stephen A. Greyser and Elizabeth (Lisa) Smyth
      Major League Baseball (MLB) has experienced a very positive 1998 season and must assess its situation and consider new initiatives for 1999. The latter include building, a fan base, television coverage, etc. View Details
      Keywords: Advertising Campaigns; Marketing Communications; Marketing Strategy; Business and Stakeholder Relations; Situation or Environment
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      Greyser, Stephen A., and Elizabeth (Lisa) Smyth. "Major League Baseball--1999." Harvard Business School Case 599-121, June 1999.
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