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Show Results For
- All HBS Web
(7,422)
- People (37)
- News (1,696)
- Research (4,558)
- Events (41)
- Multimedia (58)
- Faculty Publications (2,970)
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- 2014
- Other Teaching and Training Material
Marketing Reading: Brand Positioning
By: Jill Avery and Sunil Gupta
This Reading addresses the principles of brand positioning and demonstrates how companies can strategically craft powerful, resonant, and unique brand positions to help products stand out amidst the cacophony of the marketplace. Strategic brand positioning provides... View Details
Keywords: Brand Positioning; Branding; Consumer Research; Defensive Strategies; Market Positioning; Marketing; Product Differentiation; Product Positioning; Strategic Positioning; Value Proposition; Customer Relationship Management; Organizational Structure; Customer Satisfaction; Brands and Branding
Avery, Jill, and Sunil Gupta. "Marketing Reading: Brand Positioning." Core Curriculum Readings Series. Boston: Harvard Business School Publishing 8197, 2014.
- Article
Dying Is Unexpectedly Positive
By: Amelia Goranson, Ryan S. Ritter, Adam Waytz, Michael I. Norton and Kurt Gray
In people’s imagination, dying seems dreadful; however, these perceptions may not reflect reality. In two studies, we compared the affective experience of people facing imminent death with that of people imagining imminent death. Study 1 revealed that blog posts of... View Details
Keywords: Death; Language; LIWC; Positivity; Affective Forecasting; Open Materials; Perspective; Attitudes
Goranson, Amelia, Ryan S. Ritter, Adam Waytz, Michael I. Norton, and Kurt Gray. "Dying Is Unexpectedly Positive." Psychological Science 28, no. 7 (July 2017): 988–999.
- Article
Positioning Brands Against Large Competitors to Increase Sales
By: Neeru Paharia, Jill Avery and Anat Keinan
We explore the effect of having a large dominant competitor and show the conditions under which focusing on a competitive threat, rather than hiding it, can actually help a brand. We demonstrate through lab and field studies that highlighting a large competitor's size... View Details
Keywords: Brands; Brand Management; Brand Positioning; Competitive Positioning; Brands and Branding; Marketing; Marketing Strategy; Consumer Products Industry; Retail Industry; Food and Beverage Industry; Air Transportation Industry; United States
Paharia, Neeru, Jill Avery, and Anat Keinan. "Positioning Brands Against Large Competitors to Increase Sales." Journal of Marketing Research (JMR) 51, no. 6 (December 2014): 647–656. (Lead article.)
- April 1993 (Revised May 1994)
- Background Note
Positioning
By: David E. Bell
Describes the importance of positioning for retail outlets. Sections of the note deal with aspects of the retailing mix. View Details
Bell, David E. "Positioning." Harvard Business School Background Note 593-105, April 1993. (Revised May 1994.)
- Person Page
Positions
dollarDEX (1998-2007)
Retired chief executive, non-executive chairman
One of world's top 30 in online finance (Institutional Investor, March 2003). Wealth management firm in Asia, and has... View Details
- October 2005 (Revised March 2006)
- Module Note
Rethinking Positioning
By: Youngme E. Moon
Outlines the structure and content of a six-session module that introduces students to a nontraditional approach to positioning strategy. View Details
Moon, Youngme E. "Rethinking Positioning." Harvard Business School Module Note 506-025, October 2005. (Revised March 2006.)
- 01 Sep 2024
- News
Net Positive
At LOVB, designing a “community-up” volleyball ecosystem, from youth teams to a professional league. (photo by Melissa Golden) Volleyball is the number-one sport for girls in the United States by participation, yet unlike soccer and basketball, it hasn’t had an... View Details
Keywords: Julia Hanna
- 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
Quelch, John A., and Katherine E. Jocz. "Positioning The Nation State." Place Branding 1, no. 3 (2005): 229–237.
- January–February 2023
- Article
External Interfaces and Internal Processes: Market Positioning and Divergent Professionalization Paths in Young Ventures
By: Alicia DeSantola, Ranjay Gulati and Pavel Zhelyazkov
We explore how the initial market positioning of entrepreneurial ventures shapes how they professionalize over time, focusing specifically on the development of functional roles. In contrast to existing literature, which has presumed a uniform march toward... View Details
Keywords: Market Positioning; Professionalization; Scaling; Entrepreneurship; Strategy; Business Startups; Growth and Development; Organizational Structure
DeSantola, Alicia, Ranjay Gulati, and Pavel Zhelyazkov. "External Interfaces and Internal Processes: Market Positioning and Divergent Professionalization Paths in Young Ventures." Organization Science 34, no. 1 (January–February 2023): 1–23.
- January 1976 (Revised May 1976)
- Case
Daisy (C): Positioning
Star, Steven H., and Nancy J. Davis. "Daisy (C): Positioning." Harvard Business School Case 576-136, January 1976. (Revised May 1976.)
- January 2007
- Class Lecture
Brand Positioning (FSS)
By: Youngme E. Moon
Moon, Youngme E. "Brand Positioning (FSS)." Harvard Business School Class Lecture 507-055, January 2007.
Zero-Sum Frames: The Paradox of Worker Satisfaction and Financial Firm Performance
Despite extensive research on how worker satisfaction positively affects the financial performance of firms, we know little about how firms’ measurement and reporting of financial performance affects the satisfaction of workers. Through multiple field experiments,... View Details
- March 2002 (Revised January 2003)
- Case
Microsoft: Positioning the Tablet PC
By: Youngme E. Moon and Christina L. Darwall
Microsoft is preparing for the launch of the Tablet PC, which allows users to use a pen (stylus) to run Windows and Windows applications, annotate documents, and create handwritten documents for later reference or even conversion to text. Microsoft's original equipment... View Details
Keywords: Technological Innovation; Product Positioning; Market Entry and Exit; Information Infrastructure; Applications and Software; Computer Industry
Moon, Youngme E., and Christina L. Darwall. "Microsoft: Positioning the Tablet PC." Harvard Business School Case 502-051, March 2002. (Revised January 2003.)
- Web
Positions - Faculty & Research
Faculty Faculty Positions Positions Harvard Business School seeks candidates in all fields for full time positions. Candidates with strong records in PhD or DBA programs are encouraged to apply. Harvard... View Details
- Article
Common Variants of the Oxytocin Receptor Gene Do Not Predict the Positive Mood Benefits of Prosocial Spending
By: Ashley V. Whillans, Lara B. Aknin, Colin Ross, Lihan Chen and Frances S. Chen
Who benefits most from helping others? Previous research suggests that common polymorphisms of the oxytocin receptor gene (OXTR) predict whether people behave generously and experience increases in positive mood in response to socially-focused experiences in daily... View Details
Keywords: Prosocial Behavior; Positivity; Behavior Genetics; Individual Differences; Behavior; Emotions; Genetics; Spending
Whillans, Ashley V., Lara B. Aknin, Colin Ross, Lihan Chen, and Frances S. Chen. "Common Variants of the Oxytocin Receptor Gene Do Not Predict the Positive Mood Benefits of Prosocial Spending." Emotion 20, no. 5 (August 2020): 734–749.
- 20 Jun 2005
- Research & Ideas
Creating a Positive Professional Image
professional image, your best guess of how you think your key constituents perceive you. Q: How do stereotypes affect perceived professional image? A: In the increasingly diverse, twenty-first century workplace, people face a number of complex challenges to creating a... View Details
Keywords: by Mallory Stark
- 21 Mar 2007
- News
Porter Posits Healthy Reforms
- March 1994 (Revised September 1994)
- Background Note
Note on Competitive Positioning
Emphasizes the connection between a firm's activities and its prices, costs, and volumes. A firm obtains a competitive advantage when it adopts a system of interrelated activities that generate superior profitabiltiy. Briefly describes differentiation and low-cost... View Details
Keywords: Competitive Advantage
McGahan, Anita M. "Note on Competitive Positioning." Harvard Business School Background Note 794-108, March 1994. (Revised September 1994.)
- March 28, 2014
- Blog Post
What's Positive About Failure?
By: Christopher G. Myers
Myers, Christopher G. "What's Positive About Failure?" Center for Positive Organizations, Blog (March 28, 2014). http://positiveorgs.bus.umich.edu/blog/whats-positive-about-failure/.
- December 2021
- Article
Negativity Spreads More Than Positivity on Twitter after Both Positive and Negative Political Situations
By: Jonas Paul Schöne, Brian Parkinson and Amit Goldenberg
What type of emotional language spreads further in political discourses on social media? Previous research has focused on situations that primarily elicited negative emotions, showing that negative language tended to spread further. The current project extends existing... View Details
Keywords: Negative Emotions; Emotional Influence; Emotional Resonance; Political Discourse; Emotion Contagion; Intergroup; Interactive Communication; Emotions; Government and Politics; Social Media
Schöne, Jonas Paul, Brian Parkinson, and Amit Goldenberg. "Negativity Spreads More Than Positivity on Twitter after Both Positive and Negative Political Situations." Affective Science 2, no. 4 (December 2021): 379–390.