Differentiation - Publications - Faculty & Research - Harvard Business School

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October 2015 (Revised November 2024)
Case

A Challenger's Strategy: Pinar Abay at ING Bank Turkey

By: Paul Healy, Gautam Mukunda and Esel Çekin

In 2013, Pinar Abay was appointed as the CEO of ING Bank Turkey. At 34, she was the youngest bank CEO in Turkey's history. Her appointment raised eyebrows because of her youth and because her career at McKinsey had given her no day-to-day bank management experience.... View Details

June 2017
Case

AKB48: Going Global? (A)

By: Juan Alcácer, Kotaro Sasamoto, Tee Chayakul and Mayuka Yamazaki

After a remarkable success in Japan, the producer of the Japanese female singing group AKB48 evaluates market opportunities overseas for his artistic creation. This case introduces the business model behind the AKB48 concept and allows students to identify what... View Details

November 2018 (Revised April 2019)
Case

Zespri Grows

By: David E. Bell and Natalie Kindred

Controlling about a third of global kiwifruit exports by volume and nearly half by value in 2018, Zespri was a grower-owned “corporatized cooperative” with the exclusive right to export New Zealand-grown kiwifruit (except to Australia). Zespri did not grow fruit but... View Details

January 2014
Supplement

Patagonia (B)

By: Forest Reinhardt, Ramon Casadesus-Masanell and Lauren Barley

Patagonia produces high-quality environmentally friendly garments that command significant price premiums. In Spring 2010, Patagonia rolled out a new, radical environmental initiative called "Product Lifecycle Initiative" (PLI), which was committed to lengthening the... View Details

Keywords: Corporate Strategy; Environmental Management; Business Models; Beliefs; Product Differentiation; Product Lines; Yvon Chouinard; Rose Marcario; Retailing; Corporate Social Responsibility; Apparel Manufacturing; Strategy; Apparel and Accessories Industry; United States

March 2019
Teaching Note

Zespri Grows

By: David E. Bell and John Masko

Teaching Note for HBS No. 519-047. View Details

December 2022 (Revised January 2023)
Case

Cann: High Hopes for Cannabis Infused Beverages

By: Ayelet Israeli and Anne V. Wilson

Founded in 2018 by Jake Bullock and Luke Anderson, Cann sold “social tonics,” or cannabis-infused beverages. By 2022, the company had several notable celebrity investors and talent partners, had sold over 10 million beverages to consumers, was distributing in six... View Details

January 2006
Tutorial

Alternative Choice Decisions Analysis

By: David F. Hawkins, V.G. Narayanan, Jacob Cohen and Michele Jurgens

Shows how managers use information on costs and revenues to decide between possible alternative courses of action. Presents two case examples of differential cost analysis. The first, a make or buy decision, examines two alternatives in which only costs vary. The... View Details

Keywords: Cost; Profit; Revenue; Information; Management Analysis, Tools, and Techniques; Problems and Challenges; Conflict and Resolution

October 2005 (Revised February 2007)
Case

Ripe 'n Ready

By: Ray A. Goldberg and Laura Winig

Stoned fruit has quality variations, reducing consumption. Five independent growers formed a cooperative to provide quality control and a brand name--Ripe 'N Ready--that enabled retailers to differentiate their stores and producers to differentiate the products they... View Details

Keywords: Quality; Brands and Branding; Competitive Strategy; Food and Beverage Industry

February 2011
Article

Dividend Taxes and International Portfolio Choice

By: Mihir Desai and Dhammika Dharmapala

This paper investigates how dividend taxes influence portfolio choices, using the response to the distinctive treatment of a subset of foreign dividends in the Jobs and Growth Tax Relief Reconciliation Act (JGTRRA) of 2003. An open-economy after-tax capital asset... View Details

Keywords: Dividends; Portfolio Choice; Taxes; Tax Treaties; Foreign Portfolio Investment; Taxation; Lawfulness; Economy; Price; Equity; Stocks; Investment Portfolio; Opportunities; Behavior; United States

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December 2016
Case

HBS in 2016

By: Thomas R. Eisenmann and Kerry Herman

The case explores opportunities and challenges confronting the Harvard Business School as it seeks to maintain its differentiated strategic positioning in the face of a rapidly evolving management education landscape. View Details

Keywords: Business Education; Engineering; Strategy; Partners and Partnerships; Change Management; Education Industry; United States

July 2000 (Revised May 2002)
Case

Gateway: Moving Beyond the Box

By: Frances X. Frei, Youngme E. Moon and Hanna Rodriguez-Farrar

Gateway has opened retail stores to differentiate itself from its competitors (e.g., Dell). Describes how the company has created an excellent service experience, but has struggled financially as a result. View Details

Keywords: Transition; Change Management; Valuation; Service Operations; Service Delivery; Distribution Channels; Computer Industry; Electronics Industry; United States

January 1990 (Revised November 1992)
Case

Competition and Product Variety

Examines the choice of optimal product positioning in a differentiated goods market. View Details

Keywords: Product Positioning; Competition

October 2004
Case

Costing Alternative Choices

By: David F. Hawkins and Jacob Cohen

Discusses the role of differential cost and revenues in solving alternative choice problems. View Details

Keywords: Cost Accounting; Revenue

2016
Article

Vicarious Contagion Decreases Differentiation—and Comes with Costs

By: Ovul Sezer and Michael I. Norton

Baumeister et al. propose that individual differentiation is a crucial determinant of group success. We apply their model to processes lying in between the individual and the group—vicarious processes. We review literature in four domains—attitudes, emotions, moral... View Details

Keywords: Moral Sensibility; Behavior; Groups and Teams; Attitudes; Emotions

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July 2004 (Revised September 2004)
Background Note

A Conversation about Information Technology

Two managers discuss the benefits, costs, opportunities, and headaches of corporate computing. Topics include security, training, the Internet and Web, collaboration, productivity, Moore's Law, computer crashes, upgrades, open source software, network effects,... View Details

Keywords: Information Technology; Problems and Challenges

Article

On the Optimal Structure of Liability Laws

By: Jerry R. Green

We consider the control of tvo-party accidents through the use of liability rules that assign damages according to whether or not predetermined standards for care have been met. Particular emphasis is given to how the differential in the costs of accident avoidance... View Details

Keywords: Legal Liability; Law

January 2007 (Revised January 2008)
Case

Charles Schwab & Co., Inc.: The "Talk to Chuck" Advertising Campaign

By: John A. Quelch

Schwab management is evaluating the success of the recently launched "Talk to Chuck" advertising campaign. This campaign aims to differentiate Schwab in the cluttered financial services marketplace. Test market results facilitate discussion of advertising objectives,... View Details

Keywords: Advertising Campaigns; Communication Strategy; Brands and Branding; Media; Performance Evaluation; Financial Services Industry

17 Nov 2017
Working Paper Summaries

Equity Concerns Are Narrowly Framed

Keywords: by Christine L. Exley and Judd B. Kessler

May 2021 (Revised May 2022)
Case

Headspace vs. Calm: A Mindful Competition

By: Ayelet Israeli and Anne Wilson

By 2021, the mindfulness app wars reached their apex. Over 2,000 meditation apps were available to consumers, but two apps, Headspace and Calm, dominated the space, jointly holding about 70% of the total market. Headspace had established itself as the approachable... View Details

Keywords: Marketing Communication; Integrated Strategy; Brand; Brand ＆ Product Management; Brand Communication; Brand Differentiation; Brand Building; Brand Management; E-Commerce Strategy; Ecommerce; App; App Development; Applications; COVID; COVID-19; Pandemic; Pricing; Pricing Strategy; Subscription Model; Subscription; Partnerships; Strategic Partnerships; B2B Vs. B2C; B2B; Health ＆ Wellness; Wellbeing; Digitization; Commoditization; Mobile App; Mobile App Industry; Mobile Healthcare; Mobile Marketing; Digital Brand; Digital Health; Consumer Health; Apps; Online Business; Online Competition; Online Community; Online Entertainment; Entertainment And Leisure; Meditation; Marketing; Marketing Communications; Brands and Branding; Price; Strategy; Competition; Competitive Strategy; Competitive Advantage; Partners and Partnerships; Health; Well-being; Mobile and Wireless Technology; Communication; Communication Strategy; Disruption; Consumer Behavior; Digital Marketing; E-commerce; Applications and Software; Health Industry; Technology Industry; Communications Industry; United States; North America; United Kingdom

December 2022
Article

When and How Should Firms Differentiate? Quality and Advertising Decisions in a Duopoly

By: Dominique Olié Lauga, Elie Ofek and Zsolt Katona

A prominent hallmark of competitive interaction is the desire to differentiate from rivals. In this article, the authors examine under what conditions firms will differentiate through product quality versus advertising intensity. Firms select quality in a first stage,... View Details

Keywords: Competition; Advertising; Product Positioning

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