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ThoughtWorks (A): Targeting and Positioning Basics for a Services Firm

Kellogg School of Management Cases

ISSN: 2474-6568

Publication date: 20 January 2017


ThoughtWorks, a medium-size IT systems integrator, was growing quickly but identified "lack of clear positioning around which to build a brand" as the biggest impediment to continued growth. The company had identified features that it believed differentiated it from its competitors and was considering alternative segments to target. Asks readers to choose a target and develop a positioning statement for that target as well as identify the assumptions underlying the recommended positioning strategy and suggest how market research could help establish the validity of those assumptions.



Tybout, A.M. and Ragsdale, K. (2017), "ThoughtWorks (A): Targeting and Positioning Basics for a Services Firm", Kellogg School of Management Cases.



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