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All HBS Web
(5,510)
- People (22)
- News (1,063)
- Research (3,482)
- Events (14)
- Multimedia (12)
- Faculty Publications (1,881)
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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...
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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.
- November 2016 (Revised March 2018)
- Case
Deutsche Bank: Structured Retail Products
By: Boris Vallée and Jérôme Lenhardt
Describes how Deutsche Bank, a leading European bank, is deciding whether or not to launch a new structured retail product in Germany: an autocallable note. Will this product find a market and how does it fit into the bank’s product portfolio? The case investigates how...
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Keywords:
Structured Products;
Structured Retail Products;
Germany;
Auto Callable Note;
Financial Product;
Financial Product Development;
Financial Product Marketing;
Financial Product Launch;
Financial Product Positioning;
Finance;
Assets;
Asset Pricing;
Asset Management;
Capital Markets;
Financial Institutions;
Banks and Banking;
Commercial Banking;
Financial Instruments;
Annuities;
Bonds;
Stocks;
Financial Management;
Financial Markets;
Financial Strategy;
Interest Rates;
Investment
Vallée, Boris, and Jérôme Lenhardt. "Deutsche Bank: Structured Retail Products." Harvard Business School Case 217-037, November 2016. (Revised March 2018.)
- 13 Jun 2005
- Research & Ideas
Rescuing Products with Stealth Positioning
When firms adopt a reverse or breakaway positioning strategy, there is no pretense about what they're up to. Part of the appeal of their cleverly positioned product offerings...
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Keywords:
by Youngme Moon
- January 2011
- Case
Clean Edge Razor: Splitting Hairs in Product Positioning
By: John A. Quelch and Heather Beckham
After three years of development, Paramount Health and Beauty Company is preparing to launch a new technologically advanced vibrating razor called Clean Edge. The innovative new design of Clean Edge provides superior performance by stimulating the hair follicles to...
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Keywords:
Project Management;
Interdepartmental Relations;
Organizational Change;
Organizational Change and Adaptation;
Leadership;
Conflict Management;
Product Positioning;
Marketing Strategy;
Relationships;
Product Development;
Consumer Products Industry;
Consumer Products Industry
Quelch, John A., and Heather Beckham. "Clean Edge Razor: Splitting Hairs in Product Positioning." Harvard Business School Brief Case 114-249, January 2011.
- March 2015
- Teaching Note
Gerry Pasciucco at AIG Financial Products
By: Gautam Mukunda and Thomas J. DeLong
- October 1985
- Background Note
Statement of Changes in Financial Position
By: David F. Hawkins
Hawkins, David F. "Statement of Changes in Financial Position." Harvard Business School Background Note 186-075, October 1985.
- November 1995 (Revised May 1997)
- Case
General Re Financial Products
Mason, Scott P., and W. James Whalen. "General Re Financial Products." Harvard Business School Case 296-001, November 1995. (Revised May 1997.)
- November 2012 (Revised July 2013)
- Case
Gerry Pasciucco at AIG Financial Products
By: Gautam Mukunda and Thomas J. DeLong
Gerry Pasciucco was appointed to lead American International Group's Financial Products (AIGFP) group after the government bailout of AIG in 2008 and charged with the task of shutting down the division while minimizing the government's losses. AIGFP's failed trades had...
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Keywords:
Corporate Accountability;
Ethics;
Crisis Management;
Financial Crisis;
Management Teams;
Business and Government Relations;
Financial Services Industry;
United States
Mukunda, Gautam, and Thomas J. DeLong. "Gerry Pasciucco at AIG Financial Products." Harvard Business School Case 413-059, November 2012. (Revised July 2013.)
- September 1985
- Background Note
Evolution of Consumer Financial Products
By: Dwight B. Crane
Crane, Dwight B. "Evolution of Consumer Financial Products." Harvard Business School Background Note 286-016, September 1985.
- May 2018
- Article
Selection and Market Reallocation: Productivity Gains from Multinational Production
By: Laura Alfaro and Maggie X. Chen
Assessing the productivity gains from multinational production has been a vital topic of economic research and policy debate. Positive aggregate productivity gains are often attributed to within-firm productivity improvement; however, an alternative, less emphasized...
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Keywords:
Productivity Gains;
Multinational Production;
Selection;
Market Reallocation;
And Within-firm Productivity;
Multinational Firms and Management;
Production;
Performance Productivity;
Competition;
Mathematical Methods
Alfaro, Laura, and Maggie X. Chen. "Selection and Market Reallocation: Productivity Gains from Multinational Production." American Economic Journal: Economic Policy 10, no. 2 (May 2018): 1–38. (Also NBER Working Paper 18207. See Harvard Business School Working Paper, No. 12–111, 2015 for longer version.)
- 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...
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Keywords:
Brands;
Brand Management;
Brand Positioning;
Competitive Positioning;
Brands and Branding;
Marketing;
Marketing Strategy;
Consumer Products Industry;
Consumer Products Industry;
Consumer Products Industry;
Consumer Products 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.
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Bell, David E. "Positioning." Harvard Business School Background Note 593-105, April 1993. (Revised May 1994.)
Front Page News: The Effect of News Positioning on Financial markets
This paper estimates the effect of presentation of information on financial markets, using quasi-random variation in prominent "front page" positioning of news on the Bloomberg... View Details
- 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
- May 1982 (Revised August 1986)
- Background Note
Note on the Statement of Changes in Financial Position
Dearden, John. "Note on the Statement of Changes in Financial Position." Harvard Business School Background Note 182-265, May 1982. (Revised August 1986.)
- 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.
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Moon, Youngme E. "Rethinking Positioning." Harvard Business School Module Note 506-025, October 2005. (Revised March 2006.)
- January 2011
- Teaching Note
Clean Edge Razor: Splitting Hairs in Product Positioning (Brief Case)
By: John A. Quelch and Heather Beckham
Teaching Note for 4249
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- August 2020 (Revised August 2023)
- Case
Nubank: Democratizing Financial Services
By: Michael Chu, Carla Larangeira and Pedro Levindo
Nubank, a wholly-digital solution created to disrupt Brazilian banking, with 6 million clients and a $4 billion valuation after five years, must decide whether to expand to Mexico. The company was founded in São Paulo in 2013 by Colombian-born David Vélez to seize what...
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Keywords:
Fintech;
Financial Inclusion;
Digital Banking;
Credit Cards;
Banks and Banking;
Disruption;
Expansion;
Growth and Development Strategy;
Financial Services Industry;
South America;
Brazil;
North America;
Mexico
Chu, Michael, Carla Larangeira, and Pedro Levindo. "Nubank: Democratizing Financial Services." Harvard Business School Case 321-068, August 2020. (Revised August 2023.)
- September 2017 (Revised August 2018)
- Case
The Productivity Decline: Demographics, Robots, or Globalization?
By: Laura Alfaro, Hayley Pallan and Sarah Jeong
In the early 21st century, there was a noticeable trend of declining productivity growth. Despite the persistent decline in productivity growth, a consensus on its explanation had not been reached. Some of the debate focused on the technicalities of productivity...
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Keywords:
Productivity;
Performance Productivity;
Measurement and Metrics;
Technological Innovation;
Economic Slowdown and Stagnation;
Globalization;
Business and Government Relations
Alfaro, Laura, Hayley Pallan, and Sarah Jeong. "The Productivity Decline: Demographics, Robots, or Globalization?" Harvard Business School Case 718-013, September 2017. (Revised August 2018.)