Publications
Publications
- August 2008 (Revised July 2009)
- HBS Case Collection
Repositioning CARE USA
By: V. Kasturi Rangan and Katharine Lee
Abstract
CARE USA, a large ($600 million) international nonprofit/NGO, had recently revamped its external branding and positioning in support of its international development work. The case lays out the challenges facing its new CEO, Helene Gayle, as she manages through the organization's transition.
Keywords
Change Management; Management; Brands And Branding; Marketing Strategy; Product Positioning; Organizational Change And Adaptation; Non-governmental Organizations; Adaptation; United States
Citation
Rangan, V. Kasturi, and Katharine Lee. "Repositioning CARE USA." Harvard Business School Case 509-005, August 2008. (Revised July 2009.)
About The Author
