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