ThoughtWorks, medium IT systems integrator, is growing fast, but to define the "lack of a clear position around which to build a brand," as the biggest obstacle to further growth. Company identified the features that it believes, to differentiate it from its competitors and is considering alternative segments goal. Asks readers to choose a goal and develop a positioning statement for this purpose, as well as identify the assumptions underlying the recommended positioning strategy and suggest how marketing research can help to establish the validity of these assumptions. "Hide
by Alice M. Tybout, Kyle Ragsdale Source: Kellogg School Management 12 pages. Publication Date: January 1, 2004. Prod. #: KEL113-PDF-ENG
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