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Show Results For
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All HBS Web
(515)
- News (73)
- Research (412)
- Multimedia (1)
- Faculty Publications (354)
- 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;
Air Transportation Industry;
Air Transportation Industry;
Air Transportation Industry;
Air Transportation 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.)
- 19 Feb 2019
- First Look
New Research and Ideas, February 19, 2019
of business and discusses the implications for research and public policy. Download working paper: https://pubwww.hbs.edu/faculty/Pages/item.aspx?num=49954 The Air War Versus The Ground Game: An Analysis of Multi-Channel Marketing in U.S....
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Keywords:
Sean Silverthorne
- 10 Mar 2021
- Blog Post
COVID Killed the Traditional Workplace
Performance Indicators (HPIs) they collect. They will try to demonstrate that their buildings are safer than someone else’s space, especially as landlords compete for office tenants. We see this already in posted statistics like positivity rates; in widespread sharing...
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Keywords:
All Industries
- 25 Feb 2020
- News
Alumni and Faculty Books for March 2020
You'll discover the simple joy of early chai and omelette at Kyani and Co., of dawdling in Horniman Circle on a lazy morning, of eating your fill on Mohammed Ali Road, of strolling on the sands at Chowpatty at sunset, or taking the air at...
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- 22 May 2020
- Blog Post
Reflections on Service - Armed Forces Alumni Association Student Profiles
compound and frantically repeating the name of their commander “Mujahed, Mujahed, Mujahed”. I didn’t see Mujahed in the vehicle, but I did see the casualty they had transported to our base for treatment. As I pulled the patient from the...
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- 01 Jun 2015
- News
Higher Ground
in the city, a transportation mode he’s favored since HBS, when he would cycle to the airport before flights back to Mexico City, leaving his bike locked up in front of a supermarket in East Boston. There’s Commander’s Palace, once the...
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- 12 Jul 2021
- News
Alumni Confront the COVID-19 Crisis
personally transporting several patients to local COVID wards. “Instead of giving people numbers, we do the work for them,” he told India Today. “If someone needs a nebulizer, a medicine or oxygen, we get it to them.” The article goes on...
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Media
Media
This lists media reports covering my firm dollarDEX Investments or me (or my colleagues), or columns written by me (or my colleagues). There are all... View Details
- Web
Podcast - Forum for Growth & Innovation
statistics and you know, you count up the nine people and maybe the first two or three weeks in you could kind of start to find, okay, there's at least nine worse than me. I'm 10th, so I'm safe. And Clay got disproportionate air time in...
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- Web
Print View - Course Catalog
will provide logistical support for this course (including accommodations, select meals, and local travel arrangements). Students will be charged a course fee toward defraying a portion of these costs. Students are responsible for their round-trip View Details