Case Detail

Case Summary

ThoughtWorks (B)

Case Number: 5-204-269(B), Year Published: 2004

HBS Number: KEL114

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Authors: Alice Tybout; Kyle Ragsdale

Key Concepts

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.

Number of Pages: 3

Extended Case Information

Teaching Areas: Marketing

Teaching Note Available: Yes

Geographic: United States

Industry: IT Systems Intregation

Organization Name: ThoughtWorks

Organization Department: Marketing

Organization Size: Medium

Decision Maker Position: VP Marketing

Decision Maker Gender: Male

Year of Case: 2003