Microsoft Corp. : branding and positioning .NET / Mohanbir Sawhney, Brian Buenneke, Lisa Jackson, Lisa Kulick, Nancy Kulick, Evan Norton, Erica Post, Ran Rotem.

Format:

Book

Author/Creator:

Sawhney, Mohanbir, author.

Buenneke, Brian, author.

Jackson, Lisa, author.

Kulick, Lisa, author.

Kulick, Nancy, author.

Norton, Evan, author.

Post, Erica, author.

Rotem, Ran, author.

Series:

SAGE Knowledge. Cases.

SAGE Knowledge. Cases

Language:

English

Subjects (All):

Microsoft .NET Framework--Case studies.

Microsoft .NET Framework.

Application software--Case studies.

Application software.

Branding (Marketing)--Case studies.

Branding (Marketing).

William, John.

Microsoft Corporation.

Genre:

Case studies.

Physical Description:

1 online resource : illustrations.

Place of Publication:

London : SAGE Publications Ltd, 2017.

System Details:

text file

Summary:

John Williams, senior director of marketing for Microsoft's .NET, was trying to build the .NET brand, a comprehensive family of next-generation connectivity software products. Highlights the challenges of branding and positioning a complex technology offering. The first challenge facing Microsoft was to develop a common definition of .NET, which had been in flux over the prior two years. The second challenge was to choose between an umbrella branding strategy, a sub-branding strategy, and an ingredient branding strategy. The third challenge was to create a value proposition that would appeal to three very different target audiences: business decision makers, IT professionals, and developers.

Notes:

Originally published: Sawhney, M., Buenneke, B., Jackson, L., Kulick, L., & Kulick, N., Norton, E., Post, E., & Rotem, R. (2002). Microsoft Corp.: Branding and Positioning .NET. 5-104-034. Evanston, IL: Kellogg School of Management, Northwestern University.

No ILL or scholarly sharing allowed.

Description based on XML content.

ISBN:

9781473992429

OCLC:

1017713793

Access Restriction:

Restricted for use by site license.