學門類別
哈佛
- General Management
- Marketing
- Entrepreneurship
- International Business
- Accounting
- Finance
- Operations Management
- Strategy
- Human Resource Management
- Social Enterprise
- Business Ethics
- Organizational Behavior
- Information Technology
- Negotiation
- Business & Government Relations
- Service Management
- Sales
- Economics
- Teaching & the Case Method
最新個案
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Navigating the Brand Portfolio of Google's Geo Services Division
內容大綱
In December 2022, amid mounting pressure to cut costs, Google announced it would consolidate the operations of its four navigation-related brands under the leadership of Chris Phillips, vice president and general manager of the Geo services division. The restructuring plan meant that the 500-member team of Waze, a navigation app that had operated independently since its acquisition in 2013, would now be tied to Google's core mapping products--Google Maps, Google Street View, and Google Earth. Students will take the role of Aaliyah Williams, a fictional marketing consultancy CEO, and make recommendations to Phillips on crafting a portfolio strategy that optimizes Google's market share and growth. In analyzing this case, students will learn how to leverage brand architecture and brand management tools to ensure a strong portfolio with clear positionings that minimize brand overlap and cannibalization.