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January 2018 (Revised March 2020)
Case

SAP: Branding in the Digital Age

By: Das Narayandas and Amram Migdal

By 2017, digital, social, and mobile technologies were rapidly changing the way many of SAP’s traditional customers did business over the last decade. In response to this trend, SAP had acquired companies with capabilities in e-commerce, human capital, workforce... View Details

Keywords: Brand Positioning; Marketing; Sales; Brands and Branding; Strategy; Technology Industry

September 1998
Article

Producer Network Positions and Propensities to Collaborate: An Investigation of Strategic Alliance Formations in a High-technology Industry

Keywords: Cooperation; Strategy; Alliances; Information Technology; Networks; Technology Industry

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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

Article

What Professional Service Firms Must Do to Thrive

By: Ashish Nanda and Das Narayandas

When the going gets tough, professional service firms (PSFs) often get desperate and chase all kinds of business just to keep the lights on. Consultancies, financial services firms, VC/PE firms, and the like offer services and sign up clients they should never have... View Details

Keywords: Professional Service Firms; Client Mix; Strategic Positioning; Organizations; Performance Effectiveness; Decision Making; Framework

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15 Jan 2013
Working Paper Summaries

The Promise of Positive Optimal Taxation: A Generalized Theory Calibrated to Survey Evidence on Normative Preferences Explains Puzzling Features of Policy

Keywords: by Matthew Weinzierl

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

1995
Article

The Positive Impact of Creative Activity: Effects of Creative Task Engagement and Motivational Focus on College Student's Learning

By: R. Conti, T. M. Amabile and S. Pollack

This study assessed the effectiveness of engaging students in a creative activity on a topic as a means of encouraging an active cognitive set toward learning that topic area. This technique was examined in three motivational contexts. Before reading a short... View Details

Keywords: Creativity; Cognition and Thinking; Behavior; Performance; Motivation and Incentives; Training

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Fall 2020
Article

Competing on Customer Outcomes

By: Marco Bertini and Oded Koenigsberg

Customers ultimately want to pay for meaningful outcomes, not the products and services that presumably deliver them. Today, companies can be increasingly accountable for those outcomes with three kinds of technologically-enhanced revenue models. Adopt one to better... View Details

Keywords: Market Positioning; Revenue Strategy; Customer Satisfaction; Marketing Strategy; Business Model; Value Creation

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August 19, 2015
Article

The Slow Decay and Quick Revival of Self-deception

By: Zoe Chance, Francesca Gino, Michael I. Norton and Dan Ariely

People demonstrate an impressive ability to self-deceive, distorting misbehavior to reflect positively on themselves—for example, by cheating on a test and believing that their inflated performance reflects their true ability. But what happens to self-deception when... View Details

Keywords: Self-deception; Cheating; Self-enhancement; Positive Illusions; Motivated Reasoning; Perception; Behavior; Ethics

May 2015 (Revised October 2015)
Case

Apple Inc. in 2015

By: David B. Yoffie and Eric Baldwin

At the end of 2014, Apple Inc. recorded the most profitable quarter of any firm in history, and its market capitalization soon topped $700 billion. 'Apple Inc in 2015' explores the history of Apple, its successes under Jobs, its continued growth under Tim Cook, and the... View Details

Keywords: Competition; Innovation; Market Positioning; Marketing Implementation; Planning; Products; Strategy; Strategic Positioning; Technology; Information Technology; Strategic Planning; Product Positioning; Leadership; Communication; Competitive Advantage; Product; Innovation and Invention; Computer Industry; Electronics Industry

6 Oct 2021
Talk

How to Transition In and Out of Work

By: Jon M. Jachimowicz

How to keep home and work separate while working remotely. Some remote employees miss their commute, with several even creating a fake commute to turn off work at the end of a long workday. Expert Jon Jachimowicz explains how to maximize the positive lifestyle benefits... View Details

Keywords: Work From Home (WFH); Positivity; Lifestyle; Passion; Work-Life Balance

February 2011
Article

The Underdog Effect: The Marketing of Disadvantage and Determination Through Brand Biography

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

We introduce the concept of an underdog brand biography (UBB) to describe an emerging trend in branding in which firms author an historical account of their humble origins, lack of resources, and determined struggle against the odds. We identify two essential... View Details

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Article

Creativity As a Matter of Choice: Prior Experience and Task Instruction As Boundary Conditions for the Positive Effect of Choice on Creativity

By: Roy Y.J. Chua and S. Iyengar

Keywords: Decision Choices and Conditions; Creativity; Information; Outcome or Result

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March 2017
Supplement

Mobileye: The Future of Driverless Cars

By: David B. Yoffie

This video is a supplement to the Mobileye case. The co-founder, Chairman, and CTO, Amnon Shashua, discussed how Mobileye tries to create a sustainable advantage; how it prices its products; whether it should collaborate or not with Google; and how much of its... View Details

Keywords: Strategy; Competitive Positioning; Driverless Car; Competitive Strategy; Alliances; Competitive Advantage; Auto Industry; Israel

February 2021 (Revised July 2024)
Case

White Claw: Defending Market Share as Competition Encroaches

By the end of 2019, two brands accounted for 84% of hard seltzer sales, a segment that had recently taken the U.S. beer market by storm, growing from $3 million in 2015 to over $2.7 billion by the start of the summer of 2020. White Claw was the dominant market leader... View Details

Keywords: Brand Management; Alcoholic Beverages; Beer/brewing Industry; Brand Positioning; Growth; Competitive Positioning; Consumer Products; Beverage Industry; Value Proposition; Marketing; Brands and Branding; Competition; Product Positioning; Competitive Strategy; Consumer Behavior; Consumer Products Industry; Food and Beverage Industry; United States

September 2013 (Revised April 2014)
Case

Trader Joe's

By: David L. Ager and Michael A. Roberto

Based on a variety of metrics, Trader Joe's ranked as one of the most successful grocers in the United States in 2013. Experts estimated that the company had the highest sales per square foot of any major grocery chain, even significantly higher than top performer... View Details

Keywords: Core Competencies; Growth Strategy; Strategic Positioning; Industry Analysis; Competitive Strategy; Competitive Advantage; Organizational Culture; Growth and Development Strategy; Retail Industry; Food and Beverage Industry; United States

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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2017
Working Paper

Shopping for Confirmation: How Disconfirming Feedback Shapes Social Networks

By: Paul Green Jr., Francesca Gino and Bradley Staats

Many organizations employ interpersonal feedback processes as a structured means of informing and motivating employee improvement. Ample evidence suggests that these feedback processes are largely ineffective, and despite a wealth of prescriptive literature, these... View Details

Keywords: Developmental Feedback; Self-concept; Positive Illusions; Social Network; Threat; Identity; Social and Collaborative Networks; Behavior; Performance; Social Media

June 2011 (Revised August 2012)
Case

Coca-Cola in 2011: In Search of a New Model

By: David B. Yoffie and Renee Kim

Muhtar Kent, CEO of the Coca-Cola Company, faced a critical decision in 2011 after closing a $12 billion deal to buy its troubled North America bottling operations from its biggest bottler, Coca-Cola Enterprises. The decision was prompted by several changes in the U.S.... View Details

Keywords: Beverage Industry; Strategic Positioning; Mergers And Acquisitions; Competition; Business Model; Vertical Integration; Competitive Strategy; Corporate Strategy; Franchise Ownership; Investment; Food and Beverage Industry; United States

September 2012 (Revised December 2013)
Case

Intel: Strategic Decisions in Locating a New Assembly and Test Plant (A)

By: Juan Alcacer and Kerry Herman

In mid-2005, Intel is examining its options for where to locate its next assembly and test plant. On its short list of potential sites include locations in China, India, Thailand, and Vietnam. Each country has its own unique benefits and risks related to... View Details

Keywords: Strategic Positioning; Location Choices; Location Strategies; Technology; Geographic Location; Global Strategy; Information Technology; Strategy; Technology Industry; United States; China; India; Thailand; Viet Nam

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