Case Number: 5-204-269(B), Year Published: 2004
HBS Number: KEL114
Positioning, Business Marketing, Marketing Research, Branding
Before finalizing their positioning strategy, the company undertook qualitative marketing research to test their assumptions about why companies chose ThoughtWorks. The findings of this research prompted them to rethink their positioning strategy. Students are asked to revise the positioning strategy they developed on the basis of the (A) case, taking into account the findings from the marketing research.
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