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Book Cover
Author Sawhney, Mohanbir, author

Title Microsoft Corp. : branding and positioning .NET / Mohanbir Sawhney, Brian Buenneke, Lisa Jackson, Lisa Kulick, Nancy Kulick, Evan Norton, Erica Post, Ran Rotem
Published London : SAGE Publications Ltd, 2017
Online access available from:
Sage Business Cases    View Resource Record  


Description 1 online resource : illustrations
Series SAGE Knowledge. Cases
SAGE Knowledge. Cases
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
Description based on XML content
Subject William, John
Microsoft Corporation.
Microsoft .NET Framework -- Case studies.
Application software -- Case studies.
Branding (Marketing) -- Case studies.
Genre/Form Case studies.
Form Electronic book
Author Buenneke, Brian, author
Jackson, Lisa, author
Kulick, Lisa, author
Kulick, Nancy, author
Norton, Evan, author
Post, Erica, author
Rotem, Ran, author
ISBN 9781473992429 (ebook)