Repositioning CARE USA

V. Kasturi  Rangan; Katharine  Lee

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Case | HBS Case Collection | August 2008 (Revised July 2009)

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;

Language: English

Format: Print

26 pages

Educators Purchase

Citation:

Rangan, V. Kasturi, and Katharine Lee. "Repositioning CARE USA." Harvard Business School Case 509-005, August 2008. (Revised July 2009.)

About the Author

V. Kasturi Rangan

Malcolm P. McNair Professor of Marketing

Marketing

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Case | HBS Case Collection | March 2019 (Revised November 2019)

Gilead: Hepatitis C Access Strategy (A) (Abridged)

V. Kasturi Rangan, Vikram Rangan and David E. Bloom

Gilead had come up with an innovative drug for Hepatitis C, which affected 180 million people worldwide. The drug was priced at $1,000 a pill for the US market. Gilead had to decide how to price and market the pill in developing countries that bore the brunt of the disease. The company had earned accolades for its work in HIV/AIDS, where its innovative medicines now accounted for 60% of all patients on Anti-Retroviral (ARV) medicines. Much of this was accomplished through generic licensing, which brought a $10,000/year treatment regimen down to $100! Should the company replicate that strategy for Hepatitis C? If so, how would its US Healthcare customers, who were paying $84,000 per patient, react? On the other hand, Gilead had to balance the interests of its shareholders, who paid $11 billion for an acquisition that led to the new Hepatitis C drug.

Keywords: healthcare; Pharmaceuticals; pricing; Access to care;

Citation:
Rangan, V. Kasturi, Vikram Rangan, and David E. Bloom. "Gilead: Hepatitis C Access Strategy (A) (Abridged)." Harvard Business School Case 519-077, March 2019. (Revised November 2019.) View Details

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Gupta Media: Governors Ball Ad Spending and Ticket Sales Data

V. Kasturi Rangan and Courtney Han

Citation:
Rangan, V. Kasturi, and Courtney Han. "Gupta Media: Governors Ball Ad Spending and Ticket Sales Data." Harvard Business School Spreadsheet Supplement 520-706, October 2019. View Details

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Gupta Media (B) Supplement: Governors Ball Overview and Promotional Materials

V. Kasturi Rangan and Courtney Han

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Rangan, V. Kasturi, and Courtney Han. "Gupta Media (B) Supplement: Governors Ball Overview and Promotional Materials." Harvard Business School Supplement 520-039, October 2019. View Details

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Repositioning CARE USA

Abstract

Citation:

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