Faculty News | Financial Times | 22 Nov 2010
The value of being an underdog
Re: Anat Keinan
"During the 2008 presidential election, we noticed that almost all of the candidates were positioning themselves as underdogs," says Anat Keinan of Harvard Business School, who, with colleagues Jill Avery, Juliet Schor and Neeru Paharia, has just completed a research study on challenger brands.

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