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Preparing for the Perfect Product Launch
Innovation Magazine ArticleA failure of execution forced Steelcase to ramp up the critical thinking that goes into product development. -
Corporate Imagination and Expeditionary Marketing
Sales & Marketing Magazine ArticleIn the 1990s, competitive success will come from building and dominating fundamentally new markets. Core competencies are one prerequisite for creating... -
Designing a Great Early-User Program
Sales & Marketing Digital ArticleA guide to getting the most from your product's early adopters. -
Where Most New Product Launches (But Not Apple's) Go Wrong
Innovation & Leadership Digital ArticleWith all the commotion about the Apple iPad heading into the Easter weekend, you'd have thought it was the second coming. (Certainly its arrival was greeted... -
Should You Launch Products During a Recession?
Product launches Magazine ArticleCountercyclical rollouts can be a smart tactic—but you need to keep several factors in mind. -
Think You Have a Great Idea? Ask These 6 Questions to Gain Perspective.
Strategy & Execution Digital ArticleYou might not be seeing potential hurdles. -
Designing the Best Strategy for Your Next Global Product Rollout
Sales & Marketing Digital ArticleShould you go all in, or take a more measured approach? -
4 Things Your Innovation Efforts Shouldn't Focus On
Innovation & Entrepreneurship Digital ArticleBeware strategic inertia. -
Marketing Breakthrough Products
Sales & Marketing Magazine ArticleProducts without precedent are a tough sell; consumers stick with the goods they understand. The key to marketing breakthrough products is to educate... -
Sales Learning Curve
Sales & Marketing Magazine ArticleWhen a company launches a new product into a new market, the temptation is to ramp up sales force capacity immediately to gain customers as quickly as... -
How Xiaomi Beats Apple at Product Launches
Innovation & Leadership Digital ArticleNot all companies can afford to keep secrets. -
Lessons from New Product Launches—Cell Zone to iPad
Marketing Digital ArticleJoan Schneider and Julie Hall of Schneider Associates, coauthors of the HBR article Why Most Product Launches Fail, explain how to attract and maintain consumers’ attention. -
Finding the Perfect Pace for Product Launches
Sales & Marketing Magazine ArticleWhat's the optimal number of new products to launch in a given time frame? Does it matter whether the launches are spread out or bunched together, and... -
Start-ups: Before You Launch Your Product, Start With a Service
Entrepreneurship Digital ArticleThese companies provide a model for bootstrapping entrepreneurs. -
10 Tactics for Launching a Product Using Social Media
Sales & Marketing Digital ArticleGet customers excited with Facebook, Twitter, Instagram, Snapchat, Meerkat, and more. -
Too Soon to IPO? (HBR Case Study)
Innovation & Entrepreneurship Magazine ArticleFour years ago, Diane Ashton and Sundeep Lal were working together at MIT on a titanium extraction project. Durable and highly heat resistant, titanium... -
3 Reasons Subscription Services Fail
Psychology Digital ArticleSuccess isn’t just about recurring revenue — it’s about creating habits. -
The Best Way to Name Your Product 2.0
Sales & Marketing Magazine ArticleAlthough there's ample research to guide marketers in naming new products, little of it has addressed follow-on offerings, even though these make up the... -
Where Both the ACA and AHCA Fall Short, and What the Health Insurance Market Really Needs
Global Business Digital ArticleWe know what works, but the U.S. lacks the political will to implement it. -
Being Early Beats Being Better
Strategy & Execution Magazine ArticleResearch on product adoption in the airline industry suggests that being first to market can make a big difference to an offering's success, even if the...
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Freshworld: Marrying The Art of Street Vending With The Science of Modern Retail
Innovation & Entrepreneurship Case Study11.95View Details The case tracks the evolution of FreshWorld, a unique mobile fruit and vegetable vending (FnV) startup in India. It gives a snapshot of the dilemmas faced... -
The Genesis Labs at Novartis
Leadership & Managing People Case Study11.95View Details Novartis' Genesis Labs program, launched in 2016 as part of Novartis Institutes for Biomedical Research (NIBR), hosted pitch competitions where teams... -
Kraft Foods: The Coffee Pod Launch (A)
Sales & Marketing Case Study11.95View Details The product manager for coffee development at Kraft Canada must decide whether to introduce the company's new line of single-serve coffee pods or await... -
Healthymagination at GE Healthcare Systems
Sales & Marketing Case Study11.95View Details Jeff Immelt, the CEO of GE, introduced a new innovation strategy named "healthymagination" in Spring 2009. With cost, quality, and access as its three... -
Eli Lilly: Xigris (A)
Sales & Marketing Case Study11.95View Details Examines the launch of Xigris, a breakthrough new pharmaceutical product for the treatment of sepsis. The newly appointed head of marketing for Xigris... -
Frito-Lay, Inc.: Grandma's
Sales & Marketing Case Study11.95View Details Mr. Kenneth Treece, marketing director of Frito-Lay's Grandma's (R) Cookie division has received the final test market figures for the new supermarket... -
Metabical: Positioning and Communications Strategy for a New Weight Loss Drug (Brief Case)
Sales & Marketing Case Study8.95View Details Cambridge Sciences Pharmaceuticals (CSP) expects final approval for its revolutionary weight loss drug, Metabical. Metabical will be the only weight loss... -
Optical Distortion, Inc. (C): The 1988 Reintroduction
Sales & Marketing Case Study5.00View Details In 1988, Optical Distortion, Inc. was ready to reintroduce its only product, contact lenses for chickens. Tests had shown that the lenses significantly... -
Coca-Cola Goes Green: The Launch of Coke Life
Sales & Marketing Case Study11.95View Details In June 2013, The Coca-Cola Company (TCCC) launched Coke Life, a naturally sweetened but sugar-reduced carbonated soft drink. Coke Life complemented TCCC's... -
Flare Fragrances Company, Inc: Analyzing Growth Opportunities (Brief Case)
Sales & Marketing Case Study8.95View Details Flare Fragrances, a manufacturer of perfumes for women, faces a growth challenge in a difficult economic environment. CEO Joely Patterson outlines two... -
Classic Knitwear and Guardian: A Perfect Fit? (Brief Case)
Sales & Marketing Case Study8.95View Details Classic Knitwear manufactures and distributes casual apparel, either unbranded or under a private-label brand name. Partly because Classic has no brand... -
Outsourcing, Near-sourcing, and Supply Chain Flexibility in the Apparel Industry (A)
Finance & Accounting Case Study11.95View Details Timm Veizenburg is an entrepreneur who is reviving his family's tradition of dress-shirt making. He realizes that an issue that initially looked like... -
Re-THINK-ing THINK: The Electric Car Company
Innovation & Entrepreneurship Case Study11.95View Details On January 5, 2010, 48-year-old Richard Canny was on his way to meet the Governor of Indiana. He was reading his newly issued press release, announcing... -
Altoids
Sales & Marketing Case Study11.95View Details -
KOSÉ: The New Challenges in China
Management Case Study11.95View Details In May 2023, KOSÉ Corporation (KOSÉ) was facing three ominous factors in the Chinese market: declining sales due to weak consumer spending in China following... -
Business Development Bank of Canada
Strategy & Execution Case Study11.95View Details On January 28, 2009, the president and CEO of the Business Development Bank of Canada is considering the impact of the minister of finance's announcement... -
Supply Chain Management at World Co. Ltd.
Technology & Operations Case Study11.95View Details Describes a supply chain with very quick (i.e., two week) response times and allows students to explore how such short response times are achieved. Allows... -
Manville Corp. Fiber Glass Group (B)
Technology & Operations Case Study5.00View Details Describes how Manville's managers responded when their main product, fiberglass, was classified by an international research agency as a possible human... -
Fisher-Price Toys, Inc.
Sales & Marketing Case Study11.95View Details Reviews new product introduction and pricing decisions for a riding toy designed for preschool children. Designed to provide background in buyer behavior,...
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Freshworld: Marrying The Art of Street Vending With The Science of Modern Retail
Innovation & Entrepreneurship Case Study11.95View Details The case tracks the evolution of FreshWorld, a unique mobile fruit and vegetable vending (FnV) startup in India. It gives a snapshot of the dilemmas faced... -
The Genesis Labs at Novartis
Leadership & Managing People Case Study11.95View Details Novartis' Genesis Labs program, launched in 2016 as part of Novartis Institutes for Biomedical Research (NIBR), hosted pitch competitions where teams... -
Kraft Foods: The Coffee Pod Launch (A)
Sales & Marketing Case Study11.95View Details The product manager for coffee development at Kraft Canada must decide whether to introduce the company's new line of single-serve coffee pods or await... -
Preparing for the Perfect Product Launch
Innovation Magazine ArticleA failure of execution forced Steelcase to ramp up the critical thinking that goes into product development. -
Healthymagination at GE Healthcare Systems
Sales & Marketing Case Study11.95View Details Jeff Immelt, the CEO of GE, introduced a new innovation strategy named "healthymagination" in Spring 2009. With cost, quality, and access as its three... -
Eli Lilly: Xigris (A)
Sales & Marketing Case Study11.95View Details Examines the launch of Xigris, a breakthrough new pharmaceutical product for the treatment of sepsis. The newly appointed head of marketing for Xigris... -
Frito-Lay, Inc.: Grandma's
Sales & Marketing Case Study11.95View Details Mr. Kenneth Treece, marketing director of Frito-Lay's Grandma's (R) Cookie division has received the final test market figures for the new supermarket... -
Metabical: Positioning and Communications Strategy for a New Weight Loss Drug (Brief Case)
Sales & Marketing Case Study8.95View Details Cambridge Sciences Pharmaceuticals (CSP) expects final approval for its revolutionary weight loss drug, Metabical. Metabical will be the only weight loss... -
Optical Distortion, Inc. (C): The 1988 Reintroduction
Sales & Marketing Case Study5.00View Details In 1988, Optical Distortion, Inc. was ready to reintroduce its only product, contact lenses for chickens. Tests had shown that the lenses significantly...