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- Faculty Publications (3,175)
Show Results For
- All HBS Web
(8,265)
- People (37)
- News (1,843)
- Research (4,854)
- Events (46)
- Multimedia (60)
- Faculty Publications (3,175)
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- August 2023
- Supplement
Zurich Insurance (B): Re-Establishing a Leading Market Position in Retail
By: Ramon Casadesus-Masanell, Stefano Brusoni, Claudio Freser, Karolin Frankenberger and Ana Procopio Schoen
Casadesus-Masanell, Ramon, Stefano Brusoni, Claudio Freser, Karolin Frankenberger, and Ana Procopio Schoen. "Zurich Insurance (B): Re-Establishing a Leading Market Position in Retail." Harvard Business School Supplement 724-365, August 2023.
- Article
Competing with a Goliath
By: Jill Avery
A Peruvian apparel company struggles to position itself against a global brand. View Details
Keywords: Brand Management; Brand Positioning; Competitive Positioning; Marketing; Brands and Branding; Marketing Strategy; Apparel and Accessories Industry; Peru; Latin America; South America
Avery, Jill. "Competing with a Goliath." Harvard Business Review 94, no. 10 (October 2016): 117–121.
- January – March 2006
- Article
The Use of Bootstrapping by Women Entrepreneurs in Positioning for Growth
By: Candida G. Brush, Nancy M. Carter, Elizabeth J. Gatewood, Patricia G. Greene and Myra M. Hart
Keywords: Growth and Development
Brush, Candida G., Nancy M. Carter, Elizabeth J. Gatewood, Patricia G. Greene, and Myra M. Hart. "The Use of Bootstrapping by Women Entrepreneurs in Positioning for Growth." Venture Capital 8, no. 1 (January–March 2006): 15–31.
- 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
Keywords: Marketing; Brand Management; Brands; Brand Building; Brand Positioning; Competitive Positioning; Advertising; Marketing Communication; Biography; Brands and Branding; Product Marketing; Emerging Markets; Network Effects; Demand and Consumers; Marketing Communications; Cost vs Benefits; Perspective; Advertising Campaigns; Marketing Strategy; Apparel and Accessories Industry; Apparel and Accessories Industry; Apparel and Accessories Industry; Apparel and Accessories Industry; Apparel and Accessories Industry; Apparel and Accessories Industry
Paharia, Neeru, Anat Keinan, Jill Avery, and Juliet B. Schor. "The Underdog Effect: The Marketing of Disadvantage and Determination Through Brand Biography." Journal of Consumer Research 37, no. 5 (February 2011): 775–790. (Finalist, 2014 Best Article Award for a paper published in JCR in 2011.)
- 2004
- Working Paper
The Use of Bootstrapping by Women Entrepreneurs in Positioning for Growth
By: C. G. Brush, N. M. Carter, E. J. Gatewood, P. G. Greene and Myra M. Hart
- June 1983
- Article
Elicitation of Honest Preferences for the Assignment of Individuals to Positions
By: Dutch Leonard
Leonard, Dutch. "Elicitation of Honest Preferences for the Assignment of Individuals to Positions." Journal of Political Economy 91, no. 3 (June 1983): 461–479.
- September 1998
- Article
Producer Network Positions and Propensities to Collaborate: An Investigation of Strategic Alliance Formations in a High-technology Industry
Stuart, Toby E. "Producer Network Positions and Propensities to Collaborate: An Investigation of Strategic Alliance Formations in a High-technology Industry." Administrative Science Quarterly 43, no. 3 (September 1998): 668–698.
- 06 Feb 2018
- Working Paper Summaries
Subjectivity in Tournaments: Implicit Rewards and Penalties and Subsequent Performance
- Article
Joy and Rigor in Behavioral Science
By: Hanne K. Collins, Ashley V. Whillans and Leslie K. John
In the past decade, behavioral science has seen the introduction of beneficial reforms to reduce false positive results. Serving as the motivational backdrop for the present research, we wondered whether these reforms might have unintended negative consequences on... View Details
Keywords: Open Science; Pre-registration; Exploration; Confirmation; False Positives; Career Satisfaction; Science; Research; Personal Development and Career; Satisfaction; Diversity
Collins, Hanne K., Ashley V. Whillans, and Leslie K. John. "Joy and Rigor in Behavioral Science." Organizational Behavior and Human Decision Processes 164 (May 2021): 179–191.
- 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
Conti, R., T. M. Amabile, and S. Pollack. "The Positive Impact of Creative Activity: Effects of Creative Task Engagement and Motivational Focus on College Student's Learning." Personality and Social Psychology Bulletin 21 (1995): 1107–1116.
- Article
Product Positioning in a Two-Dimensional Vertical Differentiation Model: The Role of Quality Costs
By: Dominique Lauga and Elie Ofek
We study a duopoly model where consumers are heterogeneous with respect to their willingness to pay for two product characteristics and marginal costs are increasing with the quality level chosen on each attribute. We show that while firms seek to manage competition... View Details
Keywords: Duopoly and Oligopoly; Customers; Quality; Product Positioning; Competition; Management; Cost; Product
Lauga, Dominique, and Elie Ofek. "Product Positioning in a Two-Dimensional Vertical Differentiation Model: The Role of Quality Costs." Marketing Science 30, no. 5 (September–October 2011): 903–923.
- 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
Yoffie, David B., and Renee Kim. "Coca-Cola in 2011: In Search of a New Model." Harvard Business School Case 711-504, June 2011. (Revised August 2012.)
- 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
Alcacer, Juan, and Kerry Herman. "Intel: Strategic Decisions in Locating a New Assembly and Test Plant (A)." Harvard Business School Case 713-406, September 2012. (Revised December 2013.)
- October 2012 (Revised March 2014)
- Teaching Note
Baltic Beverages Holding: Competing in a Globalizing World (A) and (B)
By: Juan Alcácer
The teaching plan to accompany "Baltic Beverages Holding: Competing in a Globalizing World (A)," HBS No. 713-430; "Baltic Beverages Holding: Competing in a Globalizing World (B)," HBS No. 713-471. It is divided into an introduction, followed by three discussion... View Details
- Article
Modes of Technology Transfer as a Function of Position in the Research-Development-Technical Service Spectrum
By: Michael Tushman and T. J. Allen
Tushman, Michael, and T. J. Allen. "Modes of Technology Transfer as a Function of Position in the Research-Development-Technical Service Spectrum." Academy of Management Journal 22, no. 4 (December 1979): 694–708.
- November 2010
- Article
Capitalizing on the Underdog Effect
By: Anat Keinan, Neeru Paharia and Jill Avery
This article presents the results of a study that investigated the use of the underdog effect in marketing. The idea of triumphing over disadvantages by impassioned determination is said to be a powerfully positive image, which can lead consumers to choose a brand over... View Details
Keywords: Marketing; Brand Management; Brands; Brand Positioning; Competitive Positioning; Competition; Brands and Branding; Advertising Campaigns; Marketing Communications; Marketing Strategy; Apparel and Accessories Industry; Apparel and Accessories Industry; Apparel and Accessories Industry; Apparel and Accessories Industry; Apparel and Accessories Industry; Apparel and Accessories Industry
Keinan, Anat, Neeru Paharia, and Jill Avery. "Capitalizing on the Underdog Effect." Harvard Business Review 88, no. 11 (November 2010): 32.
- April 2020
- Case
Apple Inc. in 2020
By: David B. Yoffie and Daniel Fisher
After a decade as CEO, Tim Cook is facing one of his biggest strategic transitions of his tenure. While Apple had performed spectacularly well under Cook, Apple's core business was maturing. Sales of iPhones, iPads, and Macs were flat or down. However, Apple's new... View Details
Keywords: Innovation; Market Positioning; Marketing Implementation; Planning; Products; Strategic Positioning; Strategy; Information Technology; Competitive Strategy; Technological Innovation; Competitive Advantage; Product Positioning; Communication; Competition; Leadership; Strategic Planning; Computer Industry; Telecommunications Industry; Technology Industry
Yoffie, David B., and Daniel Fisher. "Apple Inc. in 2020." Harvard Business School Case 720-454, April 2020.
- 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
Chua, Roy Y.J., and S. Iyengar. "Creativity As a Matter of Choice: Prior Experience and Task Instruction As Boundary Conditions for the Positive Effect of Choice on Creativity." Journal of Creative Behavior 42, no. 3 (September 2008): 164–180.
- 28 Feb 2021
- Working Paper Summaries
Measuring Employment Impact: Applications and Cases
Keywords: by Katie Panella and George Serafeim
- 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; Food and Beverage Industry; Food and Beverage Industry; United States
Ager, David L., and Michael A. Roberto. "Trader Joe's." Harvard Business School Case 714-419, September 2013. (Revised April 2014.)