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

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December 2013 (Revised July 2015)
Case

VP Group: Vegpro Grows Beyond Kenya

By: Jose Alvarez and Natalie Kindred

In 2013, Kenyan horticulture producer and exporter VP Group is weighing potential expansion opportunities against the growing risks in its production and export markets. With $121 million in 2012 revenues, VP Group has grown rapidly in recent years by expanding its... View Details

February 2006 (Revised January 2007)
Case

MercadoLibre.com

By: Francisco de Asis Martinez-Jerez, Joshua Bellin and James Robert Dillon

MercadoLibre.com, eBay's Latin-American partner, needed to decide how far it was going to follow eBay's practice of offering "free listing days" and discounted special-feature days. Was this type of promotion prudent, given MercadoLibre.com's customer base, revenue... View Details

Keywords: Internet and the Web; Auctions; Service Industry; Latin America

December 2018
Case

Bata versus Relaxo—Analyzing Performance

By: Suraj Srinivasan, Iris Leung and Quinn Pitcher

Set in 2016, “Bata India versus Relaxo—Analyzing Performance” compares the strategies and financial performance of two Indian footwear companies. Bata India had long been the market leader in footwear in India, but its leading market position was being challenged by... View Details

Keywords: Finance; Strategy; Operations; Performance Evaluation; Financial Statements; Analysis; Apparel and Accessories Industry

Article

Moment-to-moment Optimal Branding in TV Commercials: Preventing Avoidance by Pulsing

By: Thales S. Teixeira, Michel Wedel and Rik Pieters

We develop a conceptual framework for understanding the impact that branding activity (the audio-visual representation of brands) and consumers' dispersion of attention have on their moment-to-moment avoidance decisions during television advertising. It formalizes this... View Details

Keywords: Advertising; Decision Choices and Conditions; Television Entertainment; Brands and Branding; Consumer Behavior; Mathematical Methods

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March 2008 (Revised October 2009)
Case

IBM in the 21st Century: The Coming of the Globally Integrated Enterprise

By: Rosabeth M. Kanter

Members of IBM's fifth Integration and Values Team (IVT5) were close to finishing their deliberations. Convened by Sam Palmisano, Chairman and CEO, and sponsored by Jon Iwata, Senior VP of Corporate Communications and Marketing, and John E. Kelly III, Senior VP and... View Details

Keywords: Global Strategy; Multinational Firms and Management; Innovation and Management; Leadership Development; Management Teams; Organizational Culture; Integration

24 Jul 2018
Op-Ed

4 Ways Managers Can Exercise Their 'Agency' to Change the World

they feel a lack of “agency,” a sense that only the highest rank of management can effect positive social change from within a business. Ironically, an increasing number of C-suite executives, including former Starbucks CEO Howard... View Details

Keywords: by George Serafeim

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

February 2010 (Revised November 2013)
Case

Living PlanIT

By: Robert G. Eccles, Amy C. Edmondson, Susan Thyne and Tiona Zuzul

Living PlanIT is a start-up company that has developed a new, innovative business model for sustainable urbanization. This model reflects the software and technology backgrounds of its founders, Steve Lewis and Malcolm Hutchinson, and is in vivid contrast to other... View Details

Keywords: Business Model; Business Startups; Development Economics; Entrepreneurship; City; Technological Innovation; Environmental Sustainability; Urban Development; Construction Industry; Green Technology Industry; Real Estate Industry; Portugal

January 2024 (Revised March 2024)
Case

Tesla Motors in 2024--Turbulence Ahead?

By: Felix Oberholzer-Gee and Kate Stoppiello

Over its 20 years in existence, Tesla had become nearly synonymous with electric vehicles, and the company assumed an enviable market position. By 2023, however, Tesla faced intense competition. Traditional carmakers and EV upstarts were expected to introduce close to... View Details

Keywords: Competitive Strategy; Product Positioning; Competition; Industry Growth; Auto Industry; North America; Europe; China; Australia

February 2011
Case

oDesk: Changing How the World Works

By: Boris Groysberg, David A. Thomas and Jennifer M. Tydlaska

It is 2010, and Gary Swart, CEO of oDesk, is contemplating the next steps for his organization. Founded in 2004 in California, oDesk operates an online marketplace which matches Employers with Contractors. oDesk provides fact-based information on Contractors, including... View Details

Keywords: Recruitment; Leadership; Growth and Development Strategy; Digital Platforms; Marketplace Matching; Corporate Strategy; Internet and the Web; Consulting Industry

February 2010
Article

Global Currency Hedging

By: John Y. Campbell, Karine Serfaty-de Medeiros and Luis M. Viceira

Over the period 1975 to 2005, the US dollar (particularly in relation to the Canadian dollar) and the euro and Swiss franc (particularly in the second half of the period) have moved against world equity markets. Thus these currencies should be attractive to... View Details

Keywords: Currency; Equity; Financial Markets; International Finance; Investment Return; Globalized Markets and Industries; Risk Management

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Article

Consequences of Financial Reporting Failure for Outside Directors: Evidence from Accounting Restatements and Audit Committee Members

By: Suraj Srinivasan

I use a sample of 409 companies that restated their earnings from 1997 to 2001 to examine penalties for outside directors, particularly audit committee members, when their companies experience accounting restatements. Penalties from lawsuits and Securities and Exchange... View Details

Keywords: Outcome or Result; Business Earnings; Financial Statements; Lawsuits and Litigation; Labor; Markets; Financial Reporting; Accounting Audits; Cost; Reputation

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August 2017 (Revised June 2018)
Case

Enpara.com: Digital Bank at a Crossroad

By: Sunil Gupta and Eren Kuzucu

In March 2017, Elsa Pekmez Atan (MBA 2004), was wondering about the future of Enpara.com, a digital-only banking platform of QNB Finansbank. Since its launch in October 2012, Enpara had been successful in attracting over 600,000 customers by appealing to digital savvy,... View Details

Keywords: Innovation; Competition; Banks and Banking; Business Model; Product Launch; Competitive Strategy; Integration; Innovation and Invention; Decision Making; Strategy; Emerging Markets; Digital Transformation; Banking Industry; Turkey

Web

Faculty & Research

especially in entrepreneurial ventures. Featured Case Barbie: Reviving a Cultural Icon at Mattel (Abridged) By: Elie Ofek , Ryann Noe and Sarah Mehta The 2023 release of live-action film Barbie, and its accompanying marketing blitz,... View Details

October 2013 (Revised January 2014)
Supplement

Fred Khosravi and AccessClosure (B)

By: Richard G. Hamermesh and Lauren Barley

It was January 2013, and Fred Khosravi, chairman of the board of AccessClosure Inc., wondered what the new year had in store for him and AccessClosure, the company he founded in late 2002. Khosravi was cautiously optimistic—the Mountain View, California-based medical... View Details

Keywords: Medical Devices; Vascular Closure Device; Patent Litigation; Patenting; Biomedical Research; Biotechnology; Biotech; Technological Innovation; Patents; Health Care and Treatment; Biotechnology Industry; United States; California

30 Sep 2021
Blog Post

Driving Social Impact Through Consumer Behavior: Nonprofit to Finance to Retail with Nicole Krantz (MBA 2022)

From a young age, Nicole Krantz (MBA 2022) knew she wanted to make a positive change in the world. The question she has carried with her as she builds her career is how to best combine her interests and skills to do that in her unique... View Details

Keywords: Retail

November 1991
Case

Magic Johnson: Endorsements ""After""...?

By: Stephen A. Greyser

On Thursday, November 7, 1991, Los Angeles Lakers star Earvin "Magic" Johnson announced his retirement from basketball in the wake of having tested positive for HIV, the virus that causes AIDS. Magic Johnson was one of the most popular figures in sports, both... View Details

Keywords: Marketing Strategy; Value; Sports; Advertising; Alliances; Problems and Challenges; Decision Choices and Conditions; Brands and Branding; Consumer Products Industry; Sports Industry; Entertainment and Recreation Industry

Christopher T. Stanton

Christopher Stanton is Marvin Bower Associate Professor of Business Administration in the Entrepreneurial Management Unit. Professor Stanton's research streams focus on personnel economics, organizational economics, labor markets, and entrepreneurship. His MBA... View Details

2020
Article

How Signal Intensity of Behavioral Orientations Affects Crowdfunding Performance: The Role of Entrepreneurial Orientation in Crowdfunding Business Ventures

By: Goran Calic and Anton Shevchenko

Backers assess a crowdfunding campaign description not merely for a project’s capacity to deliver a reward, but also for the manner in which that reward is delivered. Viewed through the lens of signalling theory, crowdfunding performance depends on the signals of... View Details

Keywords: Crowdfunding; Entrepreneurial Finance; Entrepreneurship; Consumer Behavior; Communication Strategy

28 Nov 2007
Research & Ideas

B2B Branding: Does it Work?

Harvard Business School professor John Quelch writes a blog on marketing issues, called Marketing Know: How, for Harvard Business Online. It is reprinted on HBS Working Knowledge.Many business-to-business... View Details

Keywords: by John Quelch; Consumer Products

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