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Strategic positioning reflects choices a company makes about the kind of value it will create and how that value will be created differently than rivals. Strategic positioning should translate into one of two things: a premium price or lower costs for the company.
Understand how segmentation, targeting, and positioning are essential elements in a marketing strategy. Learn different ways to segment a market. Learn how to quantify the profitability of various segments and select attractive target markets. Explore how to create a compelling product position.
In this article, Ivey Business School’s Niraj Dawar and Charan K. Bagga present a new type of map that links a brand’s position to competitors according to its perceived “centrality” (how...
Creating a positioning map involves three steps: First, define your market to include everything your customers might consider to be your product’s competitors or substitutes. Second, track...
Michael Porter has taught generations of students at Harvard Business School and across the entire University, as well as business, government, and health care leaders from around the world. He serves as an advisor to business, government, and the social sector.
For more than three decades, Harvard Professor Michael Porter has been developing and refining the essential frameworks that explain how competition works and its implications for strategy in business, government, and society.
There are two fundamental levels of strategy: corporate level strategy and business unit strategy. Cor p orate strategy defines what set of businesses to compete in, while business unit strategy describes how to compete in each distinct business or industry.
