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

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2008
Working Paper

Variance-Seeking for Positive (and Variance-Aversion for Negative) Experiences: Risk-Seeking in the Domain of Gains?

By: Jolie Mae Martin, Gregory M. Barron and Michael I. Norton

In contrast to research which has conflated losses with negative experiences and gains with positive experiences, we argue that because reference points are set by memories of extremely good and bad experiences, most outcomes are seen as losses in positive domains and... View Details

Keywords: Change; Experience and Expertise; Marketing; Research; Risk and Uncertainty; Loss; Perspective

2010
Article

The Strategic Use of Brand Biographies

By: Jill Avery, Neeru Paharia, Anat Keinan and Juliet Schor

We introduce the concept of a brand biography to describe an emerging trend in branding in which firms author a dynamic, historical account of the events that have shaped the brand over time. Using a particular type of brand biography, "the underdog," we empirically... View Details

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14 Feb 2011
Research & Ideas

Clay Christensen’s Milkshake Marketing

Updated to clarify a failure rate figure included in an earlier version. When planning new products, companies often start by segmenting their markets and positioning their merchandise accordingly. This... View Details

Keywords: by Carmen Nobel; Retail; Service; Consumer Products; Food & Beverage

January 2001
Teaching Note

ZEFER: Building and Positioning an e-Business Consulting Company TN

By: Richard L. Nolan and George Francis Westerman III

Keywords: Product Positioning; Internet and the Web; Business Ventures; Consulting Industry

2010
Simulation

Marketing Simulation: Managing Segments and Customers

By: Das Narayandas

In this single-player simulation, students assume the position of CEO of a medical motor manufacturer and are tasked with executing a successful business-to-business marketing strategy over a period of twelve fiscal quarters. Students determine all aspects of the... View Details

Keywords: Marketing Strategy; Salesforce Management; Distribution Channels; Price; Product Positioning; Customer Relationship Management; Profit; Revenue; Cost vs Benefits; Policy; Manufacturing Industry

May 2011
Article

Underdog Branding: Why Underdogs Win in Recessions

By: Neeru Paharia, Anat Keinan and Jill Avery

Underdog stories about overcoming great odds through passion and determination are particularly resonant during difficult times as they inspire us and give us hope when the outlook we face is bleak. They promise that success is still possible, a much needed message in... View Details

Keywords: Marketing; Brand Building; Brand Management; Brand Positioning; Competitive Positioning; Brands and Branding; Economics; Marketing Communications; Marketing Strategy; Advertising Campaigns; Advertising Industry; Apparel and Accessories Industry; Beauty and Cosmetics Industry; Consumer Products Industry; Fashion Industry; Food and Beverage Industry

October 2019 (Revised December 2019)
Case

La Roche-Posay: Growing L'Oreal's Active Cosmetics Brand

By: Jill Avery, Vincent Dessain and Mette Fuglsang Hjortshoej

As 2018 neared its end, Laetitia Toupet, international general manager of L’Oréal’s La Roche-Posay brand reflected on the brand’s achievements over the past year. At €1 billion in revenue, La Roche-Posay had recently become the number one dermocosmetics brand in the... View Details

August 1990
Case

Giovanni Buton: International Marketing Strategy

Describes the situation confronting Giovanni Buton, an Italian distiller and beverage distributor, in 1989. The market for distilled spirits was declining and the spirits industry was consolidating via mergers and acquisitions on a worldwide basis. "Global brands" such... View Details

Keywords: Marketing Strategy; Globalized Markets and Industries; Manufacturing Industry; Food and Beverage Industry; Italy; European Union

2022
Article

Which Corporate ESG News Does the Market React To?

By: George Serafeim and Aaron Yoon

Using a dataset that classifies firm-level ESG news as positive and negative, we examine how stock prices react to different types of ESG news. We analyze 111,020 firm-day observations for 3,126 companies and find that prices react only to issues identified as... View Details

Keywords: ESG; ESG (Environmental, Social, Governance) Performance; ESG Ratings; Social Capital; Environment; Sustainability; CSR; Stock Price; Stock Market Expectations; Materiality; Market Reaction; Environmental Sustainability; Governance; Social Issues; Performance; News

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October 2004 (Revised July 2010)
Case

Product Team Cialis: Getting Ready to Market

Lilly and ICOS are preparing for the launch of a new drug, Cialis, to compete against Viagra. To position against the incumbent firm Pfizer, which developed and markets Viagra, and other newcomers into the erectile dysfunction market, they must determine how best to... View Details

Keywords: Communication Strategy; Marketing Strategy; Product Launch; Product Positioning; Competition; Competitive Advantage; Segmentation; Pharmaceutical Industry

18 Nov 2003
Other Presentation

The U.S. Homebuilding Industry and The Competitive Position of Large Builders

By: Michael E. Porter

Strategy presentation at the Centex Investor Conference, New York. Topics include: The structure of the homebuilding industry, the competitive advantages of large homebuilders, market assessment of homebuilding versus other industries and the role of investors in... View Details

Keywords: Industry Analysis; Five Forces; Strategy; Five Forces Framework; United States

August 1984
Case

Competitive Positioning in the Dishwasher Industry (D): General Electric (GE)

By: Joseph L. Bower

Keywords: Product Positioning; Competitive Strategy; Consumer Products Industry

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03 Feb 2003
Research & Ideas

Homeland Security: A Ready-made Market

government are mysterious, he added—the making of laws and sausages are two activities better left behind closed doors. The CIA can talk to the INS, but there are policy issues that affect the speed of adopting new systems.— Mark Hogan, BEA Government Systems The View Details

Keywords: by Julia Hanna; Service

04 Dec 2019
News

Prudential’s long position on skills: fostering careers while embracing automation

August 1984
Case

Competitive Positioning in the Dishwasher Industry (E): Sears' Dishwasher Dilemma

By: Joseph L. Bower

Keywords: Product Positioning; Competitive Strategy; Consumer Products Industry

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07 Dec 2016
Blog Post

Marketing Reimagined: A Recap of the 2016 Marketing Innovation Conference

California. The conference was hosted by HBS’s Marketing Club and was sponsored by Procter & Gamble, The Boston Consulting Group, H-E-B, ABInBev, American Express, General Mills, Ibotta, and Samsung. “The energy on campus was... View Details

Keywords: Entertainment / Media / Sports

October 2023 (Revised April 2024)
Case

FARM Rio: Bringing a Brazilian Fashion Brand to the World

By: Isamar Troncoso and Jill Avery

FARM Rio, a twenty-six year old Brazilian fashion brand, had recently put down roots in the U.S. The brand, known for its bold, colorful, nature-inspired tropical prints, was testing the waters in Europe to assess if and how the brand should further expand globally.... View Details

Keywords: Global Marketing; Go-to-market Strategy; Global Branding; Brand Positioning; Marketing; Brands and Branding; Marketing Strategy; Growth and Development Strategy; Product Positioning; Market Entry and Exit; Distribution Channels; Expansion; Fashion Industry; Brazil; United States; Europe

Teaching Interest

Overview

By: Robert J. Dolan

Professor Dolan's main teaching interest is marketing management. Recent materials developed include notes on marketing research, product policy, and marketing strategy and cases on leading companies such as Catalina Marketing, Kiehl's, Planters Nut and Cox Media's... View Details

Keywords: Marketing; Marketing And Society; Price Customization; Pricing Strategy; Product Positioning

Article

Brand Values and Capital Market Valuation

By: Mary Barth, Michael B. Clement, George Foster and Ron Kasznik

Brand value estimates are significantly positively related to prices and returns, incremental to accounting variables. Questionable brand value estimate reliability underlies lack of financial statement recognition for brands. Findings suggest estimates are relevant... View Details

Keywords: Brands and Branding; Valuation

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February 2017
Teaching Note

Paez

Paez, an Argentine start-up fashion brand, sold traditional alpargatas, a sleepy category that suddenly woke up when TOMS, a U.S. company, appropriated the traditional alpargata design, covered it with fashionable colors and prints, and tied it to a social cause.... View Details

Keywords: Brand Management; Brand Positioning; Competitive Positioning; Competitive Strategy; Retailing; Go To Market Strategy; Marketing; Brands and Branding; Marketing Strategy; Retail Industry; Fashion Industry; Argentina; Latin America; South America; Europe

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