Porter, M. E. (2012). Strategic Positioning in a Challenging World: Creating Shared Value. In: World Lottery Summit. Montreal, Canada, 10 September 2012. Boston: Harvard Business School. 원문보기

자료정리: 김예영

Transforming Strategic Positioning

Traditional Positioning New Positioning
Nestlé Food Nutrition
Nike Shoes Health and Wellness
IBM Computers and technology “Smarter Planet”
Thermo Fisher Leader in Serving Science Making the World Healthier, Cleaner, and Safer

A broader sense of purpose motivates and attracts employees, consumers, business partners, shareholders, and the public