Getting product and marketing teams on the same page is critical for a company's success. When they're not aligned, things can get messy: People misunderstand each other, resources get wasted, ...

Ofek, Elie. "Competitive Positioning Through New Product Development." Chap. 3 in Handbook of New Product Development Management, edited by Christoph Loch and Stylianos Kavadias, 49–85. Oxford: ...

So many brands and companies are constantly reinvigorating their businesses and positioning them for growth. There is a constant need to innovate, reinvigorate, update, recalibrate, or just simply ...

Is your product a high-end offering or are you a bargain brand? Do you sell to women or men? Is your warranty a major selling point? These are examples of ways companies position their products or ...

You can use product positioning to influence what a consumer thinks of your product or brand. The resulting consumer mental image has an impact on purchasing decisions. Your product positioning has to ...

Half of all business-to-business (B2B) businesses fail after five years and few successfully scale. The industry may blame product-market fit, but the uncomfortable truth is often simpler: The best ...

Technology products are not static. They evolve in response to shifts in the market or changing customer expectations. The most successful companies prioritize product development to maintain a ...