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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... -
How Xiaomi Beats Apple at Product Launches
Innovation Digital ArticleNot all companies can afford to keep secrets. -
4 Tips for Launching Minimum Viable Products Inside Big Companies
Entrepreneurial management Digital ArticleYou have to act like a real startup. -
10 Tactics for Launching a Product Using Social Media
Sales & Marketing Digital ArticleGet customers excited with Facebook, Twitter, Instagram, Snapchat, Meerkat, and more. -
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... -
Using Experiments to Launch New Products
Strategy & Execution Digital ArticleFour ways to do it well. -
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... -
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... -
Designing the Best Strategy for Your Next Global Product Rollout
Sales & Marketing Digital ArticleShould you go all in, or take a more measured approach? -
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... -
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... -
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... -
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... -
Start-ups: Before You Launch Your Product, Start With a Service
Innovation & Leadership Digital ArticleThese companies provide a model for bootstrapping entrepreneurs. -
Too Soon to IPO? (HBR Case Study and Commentary)
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... -
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. -
Think You Have a Great Idea? Ask These 6 Questions to Gain Perspective.
Corporate strategy Digital ArticleYou might not be seeing potential hurdles. -
“Good” Companies Launch More New Products
Corporate social responsibility Magazine ArticleCorporate social responsibility is becoming a clear priority: More than 6,000 companies in 135 countries have adopted the UN’s Global Compact, agreeing to align their operations with 10 principles relating to human rights, labor, environment, and corruption. But CSR remains controversial because of its impact on the bottom line. Critics charge that it saps firms—and […] -
What Did 2020 Do to Retail?
Strategy & Execution Digital ArticleCovid will have a long-lasting impact on the industry.
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The Novartis Malaria Initiative
Strategy & Execution Case Study12.00View Details The Novartis Malaria Initiative was designed, as a result of a precedent-setting agreement with the World Health Organization in 2001, to provide a breakthrough... -
Business Development Bank of Canada
Strategy & Execution Case Study8.95View 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... -
MannKind Corporation: Take a Deep Breath, This Time Afrezza Will Work
Sales & Marketing Case Study8.95View Details In June 2014, MannKind Corporation announced that after years of development and billions of dollars in expenses, the FDA had finally approved its drug,... -
Genzyme: The Renvela Launch Decision
Sales & Marketing Case Study8.95View Details Pharmaceutical company Genzyme has created a new drug, Renvela, which is a phosphate binder designed to be used primarily by patients with kidney failure.... -
Evisort: An A.I.-Powered Start-up Uses Text Mining to Become Google for Contracts
Innovation & Entrepreneurship Case Study8.95View Details Start-up Evisort was cofounded by two law students seeking to create AI-enhanced software providing contract management and processing solutions for attorneys... -
Eco7: Launching a New Motor Oil, Spanish Version
Sales & Marketing Case Study8.95View Details Aaron Jonnerson, vice president of marketing at the automotive division of Avellin, must make marketing mix decisions for the launch of Eco7, a new environmentally-friendly... -
Note on Racing to Acquire Customers
Strategy & Execution Case Study8.95View Details Examines factors that motivate a firm's race to acquire customers in newly emerging markets and explores conditions under which racing strategies are... -
Pepcid AC: Racing to the OTC Market
Sales & Marketing Case Study8.95View Details Pepcid management must decide whether to risk all in a race to be first in the over-the-counter market with a new heartburn remedy. -
Millennial Net
Innovation & Entrepreneurship Case Study6.95View Details Millennial Net created self-organizing, ultra-low-power, wireless sensor networks, a space that was getting a lot of attention in 2004. The company was... -
Boeing 767: From Concept to Production (B)
Technology & Operations Case Study5.00View Details Updates the (A) case to the present day. The issue facing students is whether Boeing's approach to managing new airplane programs must be modified to... -
Microsoft Corp.: Office Business Unit
Technology & Operations Case Study8.95View Details Describes the development of a new word processing software package, Word for Windows. The major focus is how the development process should be improved... -
The Passion of the Christ (A)
Sales & Marketing Case Study8.95View Details Bob Berney, president of Newmarket Films, must decide on a distribution and marketing strategy for Mel Gibson's controversial new movie, The Passion of... -
Brocade: Launching the Multiprotocol Router
Sales & Marketing Case Study8.95View Details Brocade management is preparing for the launch of a new technology for data storage. The multiprotocol router improves on existing technology and has... -
A Truck Is Not a Cookie: Matching Supply with Demand at Mahindra Truck and Bus Division
Technology & Operations Case Study8.95View Details The Mahindra Truck and Bus Division (MTBD) is one of India's leading auto industries. Commercial truck brands such as Tata and Ashok Leyland capture a... -
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... -
Marquee: Reinventing the Business of Nightlife
Sales & Marketing Case Study8.95View Details In January 2013, nightlife impresarios Jason Strauss and Noah Tepperberg are celebrating the re-opening of their famed New York City-based nightclub Marquee.... -
Tough Mudder: Scaling Dynamics After Early Traction
Innovation & Entrepreneurship Case Study8.95View Details Established in 2010, the endurance event start-up Tough Mudder experienced rapid international expansion in the years following the company's inception.... -
Wright Line, Inc. (A)
Sales & Marketing Case Study8.95View Details The Wright Line division of Barry Wright sells accessories used to store, protect, and provide access to computer media such as cards, tapes, and diskettes.... -
Pulse Candy: Sustaining the Brand Differentiation
Sales & Marketing Case Study8.95View Details In April 2015, the Dharampal Satyapal Group introduced a new hard-boiled candy in three states in India. The candy, named Pulse, had a distinctive raw-mango... -
MicroFridge: The Concept, Japanese Version
Sales & Marketing Case Study8.95View Details Robert Bennett, who has a Master's degree in engineering, wants to exploit his idea to combine a refrigerator, freezer, and 500-watt microwave into an...
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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... -
The Novartis Malaria Initiative
Strategy & Execution Case Study12.00View Details The Novartis Malaria Initiative was designed, as a result of a precedent-setting agreement with the World Health Organization in 2001, to provide a breakthrough... -
Business Development Bank of Canada
Strategy & Execution Case Study8.95View 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... -
MannKind Corporation: Take a Deep Breath, This Time Afrezza Will Work
Sales & Marketing Case Study8.95View Details In June 2014, MannKind Corporation announced that after years of development and billions of dollars in expenses, the FDA had finally approved its drug,... -
Genzyme: The Renvela Launch Decision
Sales & Marketing Case Study8.95View Details Pharmaceutical company Genzyme has created a new drug, Renvela, which is a phosphate binder designed to be used primarily by patients with kidney failure.... -
Evisort: An A.I.-Powered Start-up Uses Text Mining to Become Google for Contracts
Innovation & Entrepreneurship Case Study8.95View Details Start-up Evisort was cofounded by two law students seeking to create AI-enhanced software providing contract management and processing solutions for attorneys... -
Eco7: Launching a New Motor Oil, Spanish Version
Sales & Marketing Case Study8.95View Details Aaron Jonnerson, vice president of marketing at the automotive division of Avellin, must make marketing mix decisions for the launch of Eco7, a new environmentally-friendly... -
Note on Racing to Acquire Customers
Strategy & Execution Case Study8.95View Details Examines factors that motivate a firm's race to acquire customers in newly emerging markets and explores conditions under which racing strategies are... -
Pepcid AC: Racing to the OTC Market
Sales & Marketing Case Study8.95View Details Pepcid management must decide whether to risk all in a race to be first in the over-the-counter market with a new heartburn remedy. -
Millennial Net
Innovation & Entrepreneurship Case Study6.95View Details Millennial Net created self-organizing, ultra-low-power, wireless sensor networks, a space that was getting a lot of attention in 2004. The company was...