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August 2017 (Revised March 2020)
Case

Flex Hungary: Launching Production (A)

This case examines design choices in the construction of flow lines. Flow lines are a popular way of arranging production because they are simple and inherently efficient. Equipment or workstations are arranged according to the sequence of steps in which a product is... View Details

Keywords: Manufacturing; Line-balancing; Flow Line; Conveyor-paced Line; Consumer Goods; Consumer Products; Production Management; Production Planning; Production Scheduling; Operations; Production; Management; Supply Chain; Design; Analysis; Goods and Commodities; Consumer Products Industry; Consumer Products Industry; European Union

30 May 2013
Blog Post

Product Launch Day

At Sonation we’ve been working all summer toward product launch day, and the day has finally come! Last week I went to Michigan with my cofounder Paul to demo the app at Interlochen, one of the premier... View Details

Keywords: Entrepreneurship; Technology

Web

Launching New Products

As today's pace of change continues to accelerate, companies need to successfully innovate to stay ahead, and yet most new products fail. To transform innovation into competitive advantage, leaders need to ensure their organization has... View Details

October 2014
Technical Note

Legal Hazards of Product Launches

By: Lena Goldberg and Annelena Lobb

This note considers common legal pitfalls associated with the launch of new products. A series of questions are presented that companies poised to launch a product should keep in mind. Questions about advertising, pricing, and branding are explored, as well as who in a... View Details

Keywords: Entrepreneurship; Product Launch; Legal Liability

November 2016 (Revised March 2018)
Case

Deutsche Bank: Structured Retail Products

By: Boris Vallée and Jérôme Lenhardt

Describes how Deutsche Bank, a leading European bank, is deciding whether or not to launch a new structured retail product in Germany: an autocallable note. Will this product find a market and how does it fit into the bank’s product portfolio? The case investigates how... View Details

June 2013 (Revised January 2016)
Case

Château Margaux: Launching the Third Wine

By: Elie Ofek and Eric E. Vogt

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 of strategic decisions in early 2013. Up until this point the estate had been selling two red wines, a first wine whose... View Details

Keywords: New Product Launch; Marketing Plan; Brand Management; Go To Market Strategy; Channels Of Distribution; Wine Industry; Marketing Strategy; Distribution Channels; Product Launch; Brands and Branding; Agriculture and Agribusiness Industry; Food and Beverage Industry; France

December 2022
Article

I Don't 'Recall': The Decision to Delay Innovation Launch to Avoid Costly Product Failure

By: Byungyeon Kim, Oded Koenigsberg and Elie Ofek

Innovations embody novel features or cutting-edge components aimed at delivering desired customer benefits. Oftentimes, however, we observe the need to recall new products shortly after their introduction. Indeed, a firm may rush an innovation to market in an attempt... View Details

Keywords: Innovation Management; Innovation And Strategy; Product Development Strategy; Product Introduction; Quality Control; Product Recalls; Game Theory; Market Timing; Innovation Strategy; Product Launch; Product Development

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TeachingInterests

Product Management

By: Sara McKinley Torti

A Product Manager is obsessed with the problem their product tries to solve and works to both define the product’s functional requirements and lead cross-functional teams to develop, launch and improve their product over time. Taught by an experienced former Google... View Details

January 2011
Case

Sidoti & Company: Launching a Micro-Cap Product

By: Boris Groysberg, Paul M. Healy and Sarah Abbott

It is 2010 and Sidoti & Company, a New York-based brokerage firm specializing in small capitalization stocks, has just launched a new product- micro cap stock research. The firm has hired a group of five analysts who will produce written research reports on micro-cap... View Details

Keywords: Business Model; Financial Strategy; Product Launch; Strategic Planning; Corporate Strategy; Financial Services Industry; New York (city, NY)

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January 2018 (Revised October 2021)
Case

Château Margaux: Launching the Third Wine (Abridged)

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 of strategic decisions in early 2013. Up until this point the estate had been selling two red wines, a first wine whose... View Details

Keywords: New Product Launch; Marketing Plan; Brand Management; Go To Market Strategy; Channels Of Distribution; Wine Industry; Marketing Strategy; Distribution Channels; Product Launch; Brands and Branding; Agriculture and Agribusiness Industry; Food and Beverage Industry; France

Article

How to Launch Your Digital Platform: A Playbook for Strategists

By: Benjamin Edelman

The ubiquity of Internet access has caused a sharp rise in the number of businesses offering platforms that connect users for communication or commerce. Entrepreneurs are particularly drawn to these platforms because they create significant value and have modest... View Details

Keywords: Platforms; Launch; Mobilization Strategy; Two-Sided Platforms; Network Effects; Adoption; Entrepreneurship; Information Technology Industry; Advertising Industry; Media and Broadcasting Industry; Transportation Industry; Financial Services Industry

05 Nov 2018
News

Using Experiments to Launch New Products

December 2018 (Revised June 2021)
Supplement

Bulb 2017: Launch

By: John R. Wells and Benjamin Weinstock

On August 21, 2015, Amit Gudka and Hayden Wood, co-founders of Bulb Ltd. (Bulb) launched a new business to supply energy to the United Kingdom’s 27 million residential homes with a promise of 100% renewable electricity at affordable prices. By the end of March 2017,... View Details

February 2024
Article

Archetypes of Product Launch by Insiders, Outsiders, and Visionaries

By: Shane Greenstein

What archetypes emerge from prominent episodes of product launches? This essay examines a set of episodes in information technology history that led to significant changes in industry leadership. It highlights that, in all of these instances, there is an example of a... View Details

Keywords: Technological Innovation; Product Launch; Leadership; Market Entry and Exit

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August 2018 (Revised August 2018)
Case

The De Beers Group: Launching Lightbox Jewelry for Lab-Grown Diamonds

By: Benjamin C. Esty

In May 2018, the De Beers Group shocked the diamond industry when it announced it was launching a new fashion jewelry brand of laboratory-grown (synthetic) diamonds. The reaction was swift as people sought to understand the company’s motivations: was it a “huge gamble”... View Details

May 2013
Case

Launching Krispy Natural: Cracking the Product Management Code

By: Frank V. Cespedes and Heather Beckham

Pemberton Products is a U.S. market leader in the cookie and bakery snacks segment of the sweet snack market. Looking to expand into the salty snack market, the company acquires Krispy Inc., a maker of salty snack crackers located in the southeastern U.S. To compete... View Details

Keywords: Analytics and Data Science; Competition; Organizational Culture; Management Teams; Brands and Branding; Expansion; Marketing Strategy; Product Launch; Acquisition; Food and Beverage Industry; Ohio; United States

March 1998
Case

Launch

By: Jeffrey F. Rayport

Launch has developed an entertainment publication on CD-ROM with 240,000 subscribers and has recently introduced an on-line entertainment product (www.mylaunch.com) to complement the CD-ROM. Deals with multiple-channel delivery and platform selection and branding on... View Details

Keywords: Digital Platforms; Internet and the Web; Distribution Channels; Information Publishing; Brands and Branding; Entertainment and Recreation Industry; Publishing Industry

January 2015 (Revised April 2015)
Case

Zeal: Launching Personalized and Social Learning

By: John J-H Kim and Christine S. An

Set in 2014, this case follows John Danner and his team at Zeal as they consider their product development strategy. In February 2013, serial entrepreneurs John Danner and Sanjay Noronha co-found Zeal, an education technology start up providing a web-based, mobile... View Details

Keywords: Entrepreneurship; Education Technology; MVP; Product Development; Product Market Fit; Monetization Strategy; SaaS Business Models; Education; Personalized Learning

May 2010
Case

Alpen Bank: Launching the Credit Card in Romania

By: V. Kasturi Rangan and Sunru Yong

In 2006, the country manager for Alpen Bank in Romania, Gregory Carle, considers whether to recommend the launch of a credit card business. The firm rejected the idea several years earlier because of poor economic conditions in Romania. However, Romania is experiencing... View Details

Keywords: Consumer Credit; International Business; International Marketing; Product Introduction; Service Management; Credit Cards; Globalized Firms and Management; Product Positioning; Marketing Strategy; Service Delivery; Personal Finance; Product Launch; Banking Industry; European Union; Romania

May 2013
Teaching Note

Launching Krispy Natural: Cracking the Product Management Code (Brief Case)

By: Frank V. Cespedes and Heather Beckham

This case study concerns a review and interpretation of test market results for a new packaged good product. The purpose of the case is to provide students with practice and guidelines in the analysis of quantitative test market data while illustrating the roles of... View Details

Keywords: Analytics and Data Science; Analysis; Product Marketing

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