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

Av: Medverkande: Materialtyp: TextSerie: Utgivningsuppgift: London : SAGE Publications Ltd, 2017Beskrivning: 1 online resource : illustrationsInnehållstyp:
  • text
Medietyp:
  • computer
Bärartyp:
  • online resource
ISBN:
  • 9781473992429 (ebook) :
Ämnen: DDK-klassifikation:
  • 005.2768
Onlineresurser: 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.
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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.

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.

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