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  • (110-2 MR) Case #2 Discussion Problems

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    杜昕
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    The document discusses questions about assessing and optimizing the brand positioning of INSEAD business school compared to its top competitors Harvard, Wharton, and LBS. It asks how INSEAD's brand could be measured and visualized against its competitors, how perceptions of INSEAD's brand could be summarized, and how insights could be used to improve INSEAD's branding internally and externally both short-term and long-term. It also questions if a quantitative study is the best approach, and if other research methods or combining methods would provide better insights.

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    Market Reasearch

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    [110-2 MR] Case #2 Discussion Problems

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    The document discusses questions about assessing and optimizing the brand positioning of INSEAD business school compared to its top competitors Harvard, Wharton, and LBS. It asks how INSEAD's brand could be measured and visualized against its competitors, how perceptions of INSEAD's brand could be summarized, and how insights could be used to improve INSEAD's branding internally and externally both short-term and long-term. It also questions if a quantitative study is the best approach, and if other research methods or combining methods would provide better insights.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Flag for inappropriate content
    25 views1 page

    (110-2 MR) Case #2 Discussion Problems

    Uploaded by

    杜昕
    The document discusses questions about assessing and optimizing the brand positioning of INSEAD business school compared to its top competitors Harvard, Wharton, and LBS. It asks how INSEAD's brand could be measured and visualized against its competitors, how perceptions of INSEAD's brand could be summarized, and how insights could be used to improve INSEAD's branding internally and externally both short-term and long-term. It also questions if a quantitative study is the best approach, and if other research methods or combining methods would provide better insights.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Flag for inappropriate content
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    Who’s #1: INSEAD, Harvard, Wharton, LBS?

    (B)
    Discussion Problems

    1. How strong is the INSEAD brand compared to its competitors? How would you interpret
    the results and how could you visualize the answer to this question? Would a single
    criterion be enough?

    2. How is the INSEAD brand perceived versus its competitors? Can you create a summary
    (e.g., a perceptual map) of the perception of the INSEAD brand compared to its direct
    competitors?

    3. How would you optimize the positioning and the value proposition of the INSEAD brand
    based on these findings? How could INSEAD bring this to life internally and externally?
    Come up with ideas for the short and long term.

    4. Taking a step back, is the quantitative study that has been designed the best method to
    answer the questions raised by the dean of INSEAD? Are there any other methods, or
    other sources of data, you would recommend? Would it make sense to combine different
    research methods for the problem described above? What are the pros and cons of each
    method and when should you use them? When responding, think about how the entire
    research approach – from objectives to business decisions – could be structured.

    5. Could you use the data to segment the customer base?

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