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Article

Positioning The Nation State

By: John A. Quelch and Katherine E. Jocz

Having a clear, differentiated positioning gives a country an advantage in attracting investment, business and tourism, and in building markets for its exports. Countries like Greece, Spain and Chile are successfully repositioning themselves using coordinated marketing... View Details

Keywords: Sovereign Finance; Country; Product Positioning; Global Strategy; Government and Politics

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September 2010 (Revised April 2015)
Case

Taj Hotels, Resorts and Palaces

By: Rohit Deshpande and Mona Sinha

The Taj Hotels, Palaces, and Resorts introduced a new brand architecture to counter lack of differentiation and confused positioning of its mixed bag of brands. After launching an economy and an upscale brand, it dithered over the launch of its upper upscale and luxury... View Details

Keywords: Growth Management; Brands and Branding; Marketing Strategy; Product Positioning; Luxury; Accommodations Industry; India

Article

Milestones in Marketing

By: John A. Quelch and Katherine Jocz

Marketing flourished in U.S. business schools in the prosperous years following World War II. Students preparing for assistant-product-manager positions at the likes of Procter & Gamble, Lever, and General Foods enrolled in courses in marketing management, management... View Details

Keywords: Education; Business History; Marketing; Practice

April 2014 (Revised July 2017)
Case

The Park Hotels: Revitalizing an Iconic Indian Brand

By: Jill Avery and Chekitan S. Dev

Priya Paul, chairperson of The Park Hotels, an award-winning portfolio of thirteen boutique hotels scattered across India, was in the midst of a brand revitalization program. Landor Associates, a leading brand consultancy had identified three areas of concern: the... View Details

Keywords: Organizational Change and Adaptation; Product Positioning; Competition; Brands and Branding; Accommodations Industry; India

08 Nov 2012
HBS Seminar

Avi Goldfarb, University of Toronto

18 Sep 2008
Working Paper Summaries

The Internalization of Advertising Services: An Inter-Industry Analysis

Keywords: by Sharon Horsky, Steven C. Michael & Alvin J. Silk; Advertising

September–October 2013
Article

The Role of Organizational Scope and Governance in Strengthening Private Monitoring

By: Lamar Pierce and Michael W. Toffel

Governments and other organizations often outsource activities to achieve cost savings from market competition. Yet such benefits are often accompanied by poor quality resulting from moral hazard, which can be particularly onerous when outsourcing the monitoring and... View Details

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July 2018
Case

LIXIL Group Corporation: Building a New Company in an Old Industry

By: Boris Groysberg and Akiko Kanno

In the spring of 2018, Kinya Seto, president and CEO of LIXIL Group Corporation, a major housing and building products and services company, called a meeting at the company’s head office in central Tokyo to discuss how to implement the new three-year strategic plan.... View Details

Keywords: Turnaround; Leadership And Change Management; Consolidation; Change Management; Leadership; Global Strategy; Business Model; Consumer Products Industry; Consumer Products Industry; Japan

January 2015 (Revised November 2016)
Case

Stella McCartney

By: Anat Keinan and Sandrine Crener

Stella McCartney launched her own fashion house under her name in a partnership with the luxury conglomerate Kering as a 50/50 joint venture in 2001. A lifelong vegetarian, Stella McCartney does not use any leather or fur in her collections, which include women's... View Details

March 2022 (Revised July 2022)
Teaching Note

Camera IQ and the Metaverse: Building Augmented Reality Brand Experiences

Camera IQ, a camera marketing software company that empowered brands to create and launch augmented reality experiences (AREs) across social platforms, had just raised an additional $5 million to fund further product development and expand its marketing and sales... View Details

June 2011
Case

CA Technologies: Bringing the Cloud to Earth

By: Marco Iansiti and Kerry Herman

Adam Famularo, general manager, Cloud Computing business, CA Technologies, and David Dobson, WVP and group executive, Customer Solutions Group, were preparing for a presentation on communicating and positioning CA Technologies' new strategy for cloud computing.... View Details

Keywords: Disruptive Innovation; Product Positioning; Expansion; Internet and the Web; Technology Adoption

February 2021
Article

Rethinking the Role of the EU in European Competitiveness

By: Christian H.M. Ketels and Michael E. Porter

The aim of this conceptual paper is to delineate the scope and give directives towards higher levels of competitiveness and prosperity for EU members. The EU integration history and challenges are retraced and the EU’s current competitiveness context is presented. In a... View Details

Keywords: Competitiveness; Public Policy; Competitive Advantage; Government Administration; European Union

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October 2010
Article

Organizational Designs and Innovation Streams

By: Michael Tushman, Wendy K. Smith, Robert Chapman Wood, George Westerman and Charles A. O'Reilly III

This article empirically explores the relations between alternative organizational designs and a firm's ability to explore as well as exploit. We operationalize exploitation and exploration in terms of innovation streams—incremental innovation in existing products as... View Details

Keywords: Competency and Skills; Innovation and Invention; Management Teams; Product Development; Organizational Change and Adaptation; Organizational Culture; Organizational Design; Outcome or Result; Performance Improvement

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May 2022
Article

When Harry Fired Sally: The Double Standard in Punishing Misconduct

By: Mark Egan, Gregor Matvos and Amit Seru

We examine gender differences in misconduct punishment in the financial advisory industry. We find evidence of a “gender punishment gap”: following an incident of misconduct, female advisers are 20% more likely to lose their jobs and 30% less likely to find new jobs... View Details

Keywords: Financial Advisers; Brokers; Gender Discrimination; Consumer Finance; Financial Misconduct And Fraud; FINRA; Financial Institutions; Employees; Crime and Corruption; Gender; Prejudice and Bias; Personal Finance; Financial Services Industry

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February 1999 (Revised August 2004)
Case

I Lost My Volvo in New Haven: Tennis Event Sponsorship

By: Stephen A. Greyser, Brian R. Harris and Mitchell Truwit

Focuses on event management and sponsorship from the perspective of the event owner (rather than that of the sponsorship company). Describes in depth the search by one of the tennis tournaments on the professional circuit for a principal sponsor. Detailed economics of... View Details

Keywords: Marketing Communications; Decision Choices and Conditions; Management; Product Positioning; Television Entertainment; Sports; Partners and Partnerships; Sports Industry

05 Dec 2013
Working Paper Summaries

Heterogeneous Technology Diffusion and Ricardian Trade Patterns

Keywords: by William R. Kerr

Research Summary

Competing on a Common Platform

Why have over 100 firms joined the Eclipse Foundation to collectively produce an open source platform and tools for software application development? What are they trying to accomplish? This research analyzes IBMs divestment of the Eclipse Java Integrated Development... View Details

16 Oct 2008
Working Paper Summaries

Opening Platforms: How, When and Why?

Keywords: by Thomas R. Eisenmann, Geoffrey Parker & Marshall Van Alstyne

January 2017
Teaching Note

The Park Hotels: Revitalizing an Iconic Indian Brand

By: Jill Avery and Chekitan S. Dev

Priya Paul, chairwoman of The Park Hotels, an award-winning portfolio of thirteen boutique hotels scattered across India, was in the midst of a brand revitalization program. Landor Associates, a leading brand consultancy, had identified three areas of concern: the... View Details

Keywords: Brand Management; Brand Positioning; Brand Portfolio Strategy; Brand Architecture; Brand Repositioning; Target Market; Hospitality; Hotel Industry; Marketing; Brands and Branding; Marketing Strategy; Service Delivery; Travel Industry; Service Industry; India; Asia

December 2019
Case

Steemit: A New Social Media?

By: Ramon Casadesus-Masanell, Alexander White and Karen Elterman

This case discusses the alternative social media site Steemit, including the principles it was founded on in 2016 and the challenges it faced in 2019. Steemit was a blockchain-based platform that aimed to differentiate itself from other social media companies by... View Details

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