-
Think You Have a Great Idea? Ask These 6 Questions to Gain Perspective.
Corporate strategy Digital ArticleYou might not be seeing potential hurdles. -
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
Experimentation Digital ArticleFour ways to do it well. -
Designing the Best Strategy for Your Next Global Product Rollout
Sales & Marketing Digital ArticleShould you go all in, or take a more measured approach? -
Why Most Product Launches Fail
Product launches Magazine ArticleGetting attention for a new offering is a big challenge. Five causes of flops—and how to avoid them -
"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? (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... -
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... -
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... -
Transforming Your Brand
Sales & Marketing VideoMake customers' needs and wants central to your marketing strategy, even when rivals are responding to other perceived trends. -
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... -
10 Tactics for Launching a Product Using Social Media
Marketing Digital ArticleGet customers excited with Facebook, Twitter, Instagram, Snapchat, Meerkat, and more. -
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... -
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... -
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... -
How Xiaomi Beats Apple at Product Launches
Innovation & Leadership Digital ArticleNot all companies can afford to keep secrets. -
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. -
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... -
Customer Input
Sales & Marketing VideoTest key assumptions by marketing a new product to a small group of consumers.
-
Outsourcing, Near-sourcing, and Supply Chain Flexibility in the Apparel Industry (A)
Finance & Accounting Case Study8.95View 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... -
Palm Computing: The Pilot Organizer
Sales & Marketing Case Study8.95View Details Palm Computing appears to be the first to have gotten it "right" in the PDA (personal digital assistant) market. Palm Computing has designed a radically... -
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... -
Digital Natives Growing Without a Sales Force
Sales & Marketing Case Study8.95View Details This brief case describes the rise of so-called digital natives (also called born-in-digital) in the 2000s and 2010s that successfully grew without a... -
Hamilton: An American Musical
Leadership & Managing People Case Study8.95View Details In July 2013, composer, writer, actor and rapper Lin-Manuel Miranda, director Tommy Kail, and producer Jeffrey Seller met to discuss how to launch Hamilton,... -
Artepharm: Commercialising the Malaria Cure in Africa
Finance & Accounting Case Study8.95View Details This case is set January 2019. Song Jianping is senior advisor to Chinese pharmaceutical firm Artepharm, which has been engaging in malaria elimination... -
MicroFridge: The Concept
Sales & Marketing Case Study6.95View 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... -
Fairphone 3: Commercializing Radical Sustainability
Management Case Study8.95View Details The mobile phone industry is notorious for its lack of sustainability. Fairphone started as a campaign to draw attention to 'conflict minerals' and the... -
Nanda Home: Preparing for Life After Clocky
Sales & Marketing Case Study8.95View Details Gauri Nanda, the inventor of Clocky, the alarm clock that rolls off the bed stand and forces its owner to find it, has to make critical decisions regarding... -
Suave
Sales & Marketing Case Study6.95View Details Promotes discussion on advertising budgeting and media mix decisions in the shampoo market for low-priced, high-volume Suave. Provides various types of... -
Financing Anghami's Growth
Innovation & Entrepreneurship Case Study8.95View Details In December 2012, less than two years into the founding of their music-streaming platform Anghami, cofounders Elie Habib and Eddy Maroun found themselves... -
Château Margaux: Launching the Third Wine
Sales & Marketing Case Study6.95View Details Château Margaux, one of only five prestigious estates in the Bordeaux Medoc wine region to have been classified as a "first-growth", is facing a host... -
Product Team Cialis: Getting Ready to Market (Abridged)
Management Case Study8.95View Details Lilly and ICOS are preparing for the launch of a new drug, Cialis, to compete against Viagra. To position against the incumbent firm Pfizer, which developed... -
Whiskey and Cheddar: Ingredient Branding at the Caesan Cheese Cooperative
Sales & Marketing Case Study8.95View Details The Caesan Cheese Cooperative is considering introducing a new high-quality, high-margin artisan whiskey cheddar cheese. Deidra Kelly, vice president... -
Johnson Wax: Enhance (A)
Sales & Marketing Case Study6.95View Details Johnson Wax has produced a new hair conditioner for problem hair. Before committing themselves to test market, they analyze the new product using a field... -
LenDenClub: New Product Development in the Digital Space
Sales & Marketing Case Study8.95View Details LenDenClub (LDC) was a primarily online platform operated by Innofin Solutions Pvt. Ltd. in the peer-to-peer lending industry in India. To offer differentiated... -
The Genesis Labs at Novartis
Leadership & Managing People Case Study8.95View Details Novartis' Genesis Labs program, launched in 2016 as part of Novartis Institutes for Biomedical Research (NIBR), hosted pitch competitions where teams... -
Fidello Cigar Cutter
Sales & Marketing Case Study8.95View Details The Fídelló Cigar Cutter case highlights the introduction of a new-to-the-world product to a niche market with an elite target customer group. Chris Jones,... -
HelloSelf: Search
Strategy & Execution Case Study8.95View Details In August 2018, after nearly six months of searching, Charles Wells was convinced that he should found HelloSelf to help people improve their sense of... -
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....
-
Outsourcing, Near-sourcing, and Supply Chain Flexibility in the Apparel Industry (A)
Finance & Accounting Case Study8.95View 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... -
Palm Computing: The Pilot Organizer
Sales & Marketing Case Study8.95View Details Palm Computing appears to be the first to have gotten it "right" in the PDA (personal digital assistant) market. Palm Computing has designed a radically... -
Outsourcing, Near-sourcing, and Supply Chain Flexibility in the Apparel Industry (A), Teaching Note
Finance & Accounting Digital ArticleTeaching note for case UV7694. -
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... -
Digital Natives Growing Without a Sales Force
Sales & Marketing Case Study8.95View Details This brief case describes the rise of so-called digital natives (also called born-in-digital) in the 2000s and 2010s that successfully grew without a... -
Outsourcing, Near-sourcing, and Supply Chain Flexibility in the Apparel Industry (A), Instructor Spreadsheet
Finance & Accounting Digital ArticleInstructor spreadsheet for case UV7694. -
Hamilton: An American Musical
Leadership & Managing People Case Study8.95View Details In July 2013, composer, writer, actor and rapper Lin-Manuel Miranda, director Tommy Kail, and producer Jeffrey Seller met to discuss how to launch Hamilton,... -
Artepharm: Commercialising the Malaria Cure in Africa
Finance & Accounting Case Study8.95View Details This case is set January 2019. Song Jianping is senior advisor to Chinese pharmaceutical firm Artepharm, which has been engaging in malaria elimination... -
MicroFridge: The Concept
Sales & Marketing Case Study6.95View 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... -
Fairphone 3: Commercializing Radical Sustainability
Management Case Study8.95View Details The mobile phone industry is notorious for its lack of sustainability. Fairphone started as a campaign to draw attention to 'conflict minerals' and the...
