Publications
Publications
  • August 2008 (Revised July 2009)
  • Case
  • HBS Case Collection

Repositioning CARE USA

By: V. Kasturi Rangan and Katharine Lee
  • Format:Print
  • | Language:English
  • | Pages:26
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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

V. Kasturi Rangan

Marketing
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