-
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... -
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... -
Innovating on the Cheap
Innovation & Entrepreneurship Magazine ArticleNo investment in innovation is ever a sure bet. Typically, innovation success rates are low, and returns are slow to materialize-if they're generated... -
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... -
Innovating for Cash
Technology & Operations Magazine ArticleReprint: R0309E Despite companies' almost fanatical worship of innovation, most new products don't generate money. That's because executives don't realize... -
Why Most Product Launches Fail
Sales & Marketing Magazine ArticleVeteran product launch PR executives Joan Schneider and Julie Hall examine the five most frequent reasons why new products flop: The company can't support... -
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... -
Finding the Perfect Pace for Product Launches
Marketing Magazine ArticleBetter spacing improves learning. -
Conduct First-Hand Market Research
Sales & Marketing VideoWhen market research is up close and personal, it can have a deep impact on corporate strategy. -
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... -
3 Reasons Subscription Services Fail
Psychology Digital ArticleSuccess isn’t just about recurring revenue — it’s about creating habits. -
Think You Have a Great Idea? Ask These 6 Questions to Gain Perspective.
Corporate strategy Digital ArticleYou might not be seeing potential hurdles. -
If at First You Don't Succeed...
An innovation may be great but still fail to connect with users. Learn more about your customers-and turn an initial loss into a big win. -
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. -
"I Think of My Failures as a Gift"
Leadership & Managing People Magazine ArticleLafley, the former CEO of Procter & Gamble, is regarded as one of the most successful chief executives in recent history. But like everyone else, he's... -
Too Soon to IPO? (Commentary for 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... -
A New Approach to Innovation Investment
Innovation & Leadership Digital ArticleOver the years, we've seen a lot of potentially valuable innovations flop because the companies sponsoring them were using the fundamentally wrong logic... -
Customer Input
Sales & Marketing VideoTest key assumptions by marketing a new product to a small group of consumers. -
Designing the Best Strategy for Your Next Global Product Rollout
Sales & Marketing Digital ArticleShould you go all in, or take a more measured approach? -
Using Experiments to Launch New Products
Strategy & Execution Digital ArticleFour ways to do it well.
-
BRL Hardy: Globalizing an Australian Wine Company
Strategy & Execution Case Study11.95View Details Two new product launch decisions face Christopher Carson, managing director of BRL Hardy, Europe. Responsible for the European operations of a major Australian... -
Single Earth: Science White Paper Supplement
Strategy & Execution Case Study5.00View Details Science White Paper prepared by Single.Earth to give an overview of the models and solutions it has developed. -
The DivaCup: Navigating Distribution and Growth
Sales & Marketing Case Study11.95View Details When the mother-daughter founders of DivaCup set out with a mission to disrupt the menstrual care industry with an innovative product form, they initially... -
Monsanto--The Launch of Roundup Ready Soybeans
Sales & Marketing Case Study11.95View Details As Monsanto launches Roundup Ready® Soybeans in 1995, its executives must choose a target segment and decide how to position the new product and how to... -
United Cereal: Lora Brill's Eurobrand Challenge
Global Business Case Study8.95View Details The case, set within the European organization of a giant multinational breakfast foods company, describes a launch decision for a new cereal product.... -
Kraft Foods: The Coffee Pod Launch (B)
Sales & Marketing Case Study5.00View Details An abstract is not available for this product. -
TH!NK: The Norwegian Electric Car Company
Innovation & Entrepreneurship Case Study11.95View Details On August 1, 2007, 61-year-old Jan-Olaf Willums' plane was flying along the Greenland coastline on his way back to Norway after intense discussions with... -
Emotiv Systems, Inc.: It's the Thoughts that Count
Sales & Marketing Case Study11.95View Details Emotiv is getting ready to launch its innovative brain-computer interfacing (BCI) technology. The company has developed a special headset, called EPOC,... -
Federal Express (A)
Sales & Marketing Case Study11.95View Details Federal Express is a small-package airline operating throughout the United States. After initial heavy losses it is now profitable. Management is examining... -
The Walt Disney Studios
Strategy & Execution Case Study11.95View Details In December 2015, Alan Horn, chairman of The Walt Disney Studios, celebrates the world premiere of Star Wars: The Force Awakens - only the latest in a... -
Linear Air: Creating the Air Taxi Industry
Innovation & Entrepreneurship Case Study11.95View Details Linear Air is an air taxi start-up established to take advantage of the emergence of Very Light Jets, which incorporate new technology that cuts jet operating... -
Why Consumers Don't Buy: The Psychology of New Product Adoption
Sales & Marketing Case Study8.95View Details Looks at the consumer psychology of new product adoption. Identifies a key reason why consumers do not adopt innovations as quickly as developers think... -
Rohm and Haas (A): New Product Marketing Strategy
Sales & Marketing Case Study11.95View Details Joan Macey, Rohm and Haas' market manager for Metalworking Fluid Biocides, found that sales of a new biocide, Kathon MWX, was utterly disappointing. This... -
The New Beetle
Sales & Marketing Case Study11.95View Details Volkswagen of America introduced the New Beetle at the Detroit auto show in January 1998 to rave reviews from the automobile press and industry gurus.... -
Energy Gel: A New Product Introduction (A)
Strategy & Execution Case Study11.95View Details Presents an analysis of the decision regarding a new product introduction. The main issues for discussion are: sunk costs, incremental costs, cannibalization,... -
Montreaux Chocolate USA: Are Americans Ready for Healthy Dark Chocolate?
Sales & Marketing Case Study8.95View Details Andrea Torres, director of new product development at a high-end chocolate confectionery company, leads her team through a carefully sequenced program... -
Deutsche Bank: Structured Retail Products
Finance & Accounting Case Study11.95View Details Describes how Deutsche Bank, a leading bank in Europe, is deciding whether or not to launch a new structured retail product in Germany: an auto callable... -
Federal Express (B)
Sales & Marketing Case Study5.00View Details Federal Express is a small-package airline operating throughout the United States. After initial heavy losses, it is now profitable. Management is examining... -
Tommy Hilfiger Adaptive: Fashion for All
Sales & Marketing Case Study11.95View Details In Fall 2017, Tommy Hilfiger launched Tommy Hilfiger Adaptive, a line of adaptive and inclusive fashion apparel intended to make dressing easier. Now,... -
Payback: Reaping the Rewards of Innovation
29.95View Details If you're like most people, you bet your career and company on innovation--because you must. Payback: Reaping the Rewards of Innovation offers you a new...
-
BRL Hardy: Globalizing an Australian Wine Company
Strategy & Execution Case Study11.95View Details Two new product launch decisions face Christopher Carson, managing director of BRL Hardy, Europe. Responsible for the European operations of a major Australian... -
Single Earth: Science White Paper Supplement
Strategy & Execution Case Study5.00View Details Science White Paper prepared by Single.Earth to give an overview of the models and solutions it has developed. -
Outsourcing, Near-sourcing, and Supply Chain Flexibility in the Apparel Industry (B), Student Spreadsheet
Finance & Accounting Digital ArticleSpreadsheet supplement for case UV7699. -
Osmo: Toy or Learning System? Identifying a Road to Success, Teaching Note
Innovation & Entrepreneurship Digital ArticleTeaching note for case SCG587. -
The DivaCup: Navigating Distribution and Growth
Sales & Marketing Case Study11.95View Details When the mother-daughter founders of DivaCup set out with a mission to disrupt the menstrual care industry with an innovative product form, they initially... -
reMarkable: e-Writing the Future, Teaching Note
Sales & Marketing Digital ArticleTeaching note for case 517018. -
Monsanto--The Launch of Roundup Ready Soybeans
Sales & Marketing Case Study11.95View Details As Monsanto launches Roundup Ready® Soybeans in 1995, its executives must choose a target segment and decide how to position the new product and how to... -
Drinkworks: Home Bar by Keurig, Teaching Note
Sales & Marketing Digital ArticleTeaching note for "Drinkworks: Home Bar by Keurig." Harvard Business School Case 521010. -
United Cereal: Lora Brill's Eurobrand Challenge
Global Business Case Study8.95View Details The case, set within the European organization of a giant multinational breakfast foods company, describes a launch decision for a new cereal product.... -
Kraft Foods: The Coffee Pod Launch (B)
Sales & Marketing Case Study5.00View Details An abstract is not available for this product.
