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The Elements of Value
Sales & Marketing Magazine ArticleWhat consumers truly value can be difficult to pin down and psychologically complicated. But universal building blocks of value do exist, creating opportunities... -
New New Product Development Game
Sales & Marketing Magazine ArticleNew product development has become fast paced and competitive. Managers need to realize that the traditional, sequential approach to developing new products... -
Welcome to the Experience Economy
Sales & Marketing Magazine ArticleIn this article, co-authors B. Joseph Pine II and James Gilmore, founders of the management consulting firm Strategic Horizons, preview the likely characteristics... -
What It Takes to Become a Great Product Manager
Technology & Operations Digital ArticleAnd how to pick between jobs. -
Exploit the Product Life Cycle
Product management Magazine ArticleTo convert a tantalizing concept into a managerial instrument of competitive power… -
The Globalization of Markets
Globalization Magazine ArticleMany companies have become disillusioned with sales in the international marketplace as old markets become saturated and new ones must be found. How can they customize products for the demands of new markets? Which items will consumers want? With wily international competitors breathing down their necks, many organizations think that the game just isn’t worth […] -
Business Marketing: Understand What Customers Value
Marketing Magazine ArticleGauging—and communicating—what your products and services are worth to customers has never been more important. -
How Smart, Connected Products Are Transforming Competition
Strategy & Execution Magazine ArticleInformation technology is revolutionizing products, from appliances to cars to mining equipment. Products once composed solely of mechanical and electrical... -
The B2B Elements of Value
Technology & Operations Magazine ArticleAs B2B offerings become more commoditized, the subjective, sometimes quite personal considerations of business customers are increasingly important in... -
The 4 Types of Innovation and the Problems They Solve
Innovation Digital ArticleDisruption isn’t the only approach. -
The Good-Better-Best Approach to Pricing
Marketing Magazine ArticleWhy every company should consider a tiered model -
Test Marketing in New Product Development
Sales & Marketing Magazine ArticleTest marketing should be conducted to provide a dress rehearsal for launching of a new product by a company. Test marketing gives information to improve... -
Ending the War Between Sales and Marketing
Sales & Marketing Magazine ArticleSales departments tend to believe that marketers are out of touch with what's really going on in the marketplace. Marketing people, in turn, believe the... -
Mapping Your Competitive Position
Product management Magazine ArticleA simple chart shows how much a customer will pay for a perceived benefit. This is more than a marketing aid, it’s a powerful tool for competitive strategy. -
How Indra Nooyi Turned Design Thinking Into Strategy: An Interview with PepsiCo's CEO
Strategy & Execution Magazine ArticlePepsiCo's CEO Indra Nooyi believes that each PepsiCo product must engage customers so directly and personally that they fall in love with it. So in 2012... -
Half-Truth of First-Mover Advantage
Strategy & Execution Magazine ArticleMany executives take for granted that the first company in a new product category gets an unbeatable head start and reaps long-lasting benefits. But that... -
The House of Quality
Analytics and data science Magazine ArticleDesign is a team effort, but how do marketing and engineering talk to each other? -
How to Sell New Products
Sales & Marketing Magazine ArticleSenior leaders have great confidence in their ability to develop innovations, say the authors, but not in their ability to commercialize them. This may... -
Marketing Intangible Products and Product Intangibles
Product management Magazine ArticleDistinguishing between companies according to whether they market services or goods has only limited utility. A more useful way to make the same distinction is to change the words we use. Instead of speaking of services and goods, we should speak of intangibles and tangibles. Everybody sells intangibles in the marketplace, no matter what is […] -
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...
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Building Innovation at Terrapin Bright Green
Innovation & Entrepreneurship Case Study8.95View Details Describes Terrapin Bright Green, an environmental consulting and strategic planning firm, and its approach for creating integrative, systematic solutions... -
A Strategic Marketing Plan to Successfully Deliver Your Professional Brand
Sales & Marketing Case Study8.95View Details This exercise will help students understand how to develop a Strategic Marketing Plan: an essential skill, but one that many business, government, and... -
Allbirds: Decarbonizing Fashion
Strategy & Execution Case Study8.95View Details Allbirds is a footwear startup focused on simple design, comfort, and sustainable natural materials. The case describes the company's product development... -
Groom Energy Solutions: Selling Efficiency
Strategy & Execution Case Study8.95View Details Groom Energy Solutions helps organizations reduce their energy use and costs through the implementation of energy efficiency measures, which create long-term... -
Microsoft Office 2007 (Abridged)
Technology & Operations Case Study8.95View Details A discussion of the history and processes behind the development of Microsoft's Office 12 software. -
Boeing 767: From Concept to Production (A)
Technology & Operations Case Study8.95View Details Describes the evolution of the Boeing 767 from the conception of the project to the start of manufacturing. Shows how the company manages an enormously... -
Evaluating Microsavings Programs: Green Bank of the Philippines (A)
Global Business Case Study8.95View Details Green Bank of the Philippines was known for its product innovation and its ability to bring new products to market. In 2002, Green Bank designed an untested... -
Changing Corporate Identity: The Case of a Regional Hospital
Sales & Marketing Case Study8.95View Details Facing competitive pressure from local health care suppliers and a shift in patient demand, the hospital's executive management team develops a strategic... -
Innovation at Insigne Health
Finance & Accounting Case Study8.95View Details Insigne Health is a fictional for-profit, integrated health insurer/health care provider whose leadership believes that by shifting members' focus from... -
Forecasting the Adoption of E-Books
Innovation & Entrepreneurship Case Study8.95View Details Gives students an opportunity to understand the challenges inherent in forecasting the diffusions of innovations. Provides data for forecasting the adoption... -
Fiat-Chrysler Alliance: Launching the Cinquecento in North America
Strategy & Execution Case Study8.95View Details Fiat ended its 27-year absence in the North American automobile market when the first Cinquecento (500)-a very small, iconic Italian car that had strong... -
Amanda and Kristen: Mented Cosmetics
Innovation & Entrepreneurship Case Study8.95View Details The co-founders (Black HBS alumnae) of an e-commerce beauty startup explore the unmet needs within the beauty industry. This case study examines the entrepreneurial... -
Brush with AIDS (B)
Leadership & Managing People Case Study5.00View Details Supplements the (A) case. -
The Business Model of a University Research Lab
Innovation & Entrepreneurship Case Study8.95View Details This case study teaches students how to think through the management of open innovation in the context of a different setting such as a university research... -
Jaga: Managing Creativity and Open Innovation (A)
Strategy & Execution Case Study8.95View Details In 2007, the owner and director of marketing and research and development at Jaga was preparing for a meeting. The purpose of the meeting was to discuss... -
CIBA Vision: The Daily Disposable Lens Project (A)
Technology & Operations Case Study8.95View Details Examines CIBA Vision's decision on whether to launch a major new R&D initiative to develop a low-cost, daily disposable contact lens, and how to organize... -
SAP: Establishing a Research Centre in China
Global Business Case Study8.95View Details Leading technology companies from around the world are entering China to establish research centres, leverage China's unique situation of rapid growth... -
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... -
BMW: The 7-Series Project (B)
Technology & Operations Case Study5.00View Details Describes the decision made on the 7-Series project with respect to prototyping and its impact on quality. -
Institut Pasteur
Technology & Operations Case Study6.95View Details The Pasteur Institut is implementing a proactive commercialization strategy under the direction of Christian Policard. Highlights the government's innovation...
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The Elements of Value
Sales & Marketing Magazine ArticleWhat consumers truly value can be difficult to pin down and psychologically complicated. But universal building blocks of value do exist, creating opportunities... -
New New Product Development Game
Sales & Marketing Magazine ArticleNew product development has become fast paced and competitive. Managers need to realize that the traditional, sequential approach to developing new products... -
Welcome to the Experience Economy
Sales & Marketing Magazine ArticleIn this article, co-authors B. Joseph Pine II and James Gilmore, founders of the management consulting firm Strategic Horizons, preview the likely characteristics... -
What It Takes to Become a Great Product Manager
Technology & Operations Digital ArticleAnd how to pick between jobs. -
Exploit the Product Life Cycle
Product management Magazine ArticleTo convert a tantalizing concept into a managerial instrument of competitive power… -
The Globalization of Markets
Globalization Magazine ArticleMany companies have become disillusioned with sales in the international marketplace as old markets become saturated and new ones must be found. How can they customize products for the demands of new markets? Which items will consumers want? With wily international competitors breathing down their necks, many organizations think that the game just isn’t worth […] -
Business Marketing: Understand What Customers Value
Marketing Magazine ArticleGauging—and communicating—what your products and services are worth to customers has never been more important. -
How Smart, Connected Products Are Transforming Competition
Strategy & Execution Magazine ArticleInformation technology is revolutionizing products, from appliances to cars to mining equipment. Products once composed solely of mechanical and electrical... -
The B2B Elements of Value
Technology & Operations Magazine ArticleAs B2B offerings become more commoditized, the subjective, sometimes quite personal considerations of business customers are increasingly important in... -
The 4 Types of Innovation and the Problems They Solve
Innovation Digital ArticleDisruption isn’t the only approach.