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All HBS Web
(2,209)
- Faculty Publications (556)
- September 2001 (Revised August 2005)
- Case
Microsoft in 2002
By: Michael G. Rukstad, David B. Yoffie, Carl Johnston and Tyrell Levine
Examines Microsoft's strategy and competitive position as it prepares to launch Windows XP. The discussion explores how Microsoft builds and sustains its competitive edge.
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Keywords:
Competitive Advantage;
Applications and Software;
Product Launch;
Information Technology Industry;
Computer Industry;
United States
Rukstad, Michael G., David B. Yoffie, Carl Johnston, and Tyrell Levine. "Microsoft in 2002." Harvard Business School Case 702-411, September 2001. (Revised August 2005.)
- August 2001 (Revised September 2002)
- Case
Sony PlayStation2 (A)
By: Rohit Deshpande and Seth Schulman
In early 1999, the president of Sony Computer Entertainment, Inc., had to determine the appropriate U.S. launch strategy for the next-generation video game player, Sony PlayStation2. Despite the success of the original PlayStation1, new competitors and an uncertain...
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Keywords:
Games, Gaming, and Gambling;
Globalization;
Marketing Strategy;
Product Launch;
Risk and Uncertainty;
Competitive Strategy;
Information Technology;
Computer Industry;
Entertainment and Recreation Industry;
United States
Deshpande, Rohit, and Seth Schulman. "Sony PlayStation2 (A)." Harvard Business School Case 502-016, August 2001. (Revised September 2002.)
- July 2001 (Revised August 2005)
- Case
Medicines Company, The
It is early 2001 and the Medicines Co. just received FDA approval to market Angiomax, a blood thinner to be used during angioplasties and heart procedures. It is intended to be a better alternative to Heparin, an 80-year-old drug that costs less then $10 per dose. The...
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Keywords:
Business Model;
Change Management;
Decision Choices and Conditions;
Cost Management;
Price;
Product Marketing;
Product Launch;
Product Development;
Risk and Uncertainty;
Health Industry;
Pharmaceutical Industry
Gourville, John T. "Medicines Company, The." Harvard Business School Case 502-006, July 2001. (Revised August 2005.)
- June 2001
- Case
Acer America: Development of the Aspire
By: Christopher A. Bartlett and Anthony St. George
Bartlett, Christopher A., and Anthony St. George. "Acer America: Development of the Aspire." Harvard Business School Multimedia/Video Case 301-109, June 2001.
- May 2001 (Revised February 2005)
- Case
KONE: The MonoSpace Launch in Germany
By: Das Narayandas and Gordon Swartz
Focuses on the launch of a new elevator product in Germany. In 1996, global construction slumps and low differentiation among competitive offerings has led to significant price competition and margin erosion in the elevator industry. In these circumstances, KONE, one...
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Keywords:
Machinery and Machining;
Product Launch;
Product Development;
Construction Industry;
Germany
Narayandas, Das, and Gordon Swartz. "KONE: The MonoSpace Launch in Germany." Harvard Business School Case 501-070, May 2001. (Revised February 2005.)
- April 2001 (Revised August 2001)
- Case
Color Kinetics Incorporated (A)
By: Das Narayandas and Mary N. Caravella
Two-year-old start-up Color Kinetics has developed unique colored lighting technology using digitally controlled LEDs, and has developed that technology into a successful line of products for its first targeted market of "retailtainment." Now in November 1999, the...
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Keywords:
Business Startups;
Growth and Development;
Management Teams;
Marketing Strategy;
Product Launch;
Market Entry and Exit;
Business Strategy;
Corporate Strategy;
Electronics Industry
Narayandas, Das, and Mary N. Caravella. "Color Kinetics Incorporated (A)." Harvard Business School Case 501-077, April 2001. (Revised August 2001.)
- March 2001 (Revised September 2005)
- Case
Ritz-Carlton Hotel Company, The
By: Sandra J. Sucher and Stacy McManus
In just seven days, the Ritz-Carlton transforms newly hired employees into "Ladies and Gentlemen Serving Ladies and Gentlemen." The case details a new hotel launch, focusing on the unique blend of leadership, quality processes, and values of self-respect and dignity,...
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Keywords:
Customer Satisfaction;
Innovation and Invention;
Leadership;
Brands and Branding;
Product Launch;
Service Operations;
Performance Improvement;
Problems and Challenges;
Quality;
Status and Position;
Culture;
Value Creation;
Accommodations Industry;
Service Industry
Sucher, Sandra J., and Stacy McManus. "Ritz-Carlton Hotel Company, The." Harvard Business School Case 601-163, March 2001. (Revised September 2005.)
- November 2000
- Case
Dean Foods
By: Ray A. Goldberg, David E. Bell, Ann Leamon and Kim Slack
After 50 years of successful growth, mostly by acquisition, Dean Foods, the nation's second-largest dairy processor, has established a division to develop and market branded products nationally. Can a $4 billion company rely on a $300 million growth vehicle? Is this...
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Keywords:
Mergers and Acquisitions;
Business Divisions;
Transition;
Food;
Goods and Commodities;
Brands and Branding;
Product Launch;
Product Positioning;
Product Development;
Value Creation;
Food and Beverage Industry;
Retail Industry
Goldberg, Ray A., David E. Bell, Ann Leamon, and Kim Slack. "Dean Foods." Harvard Business School Case 901-007, November 2000.
- November 2000 (Revised April 2004)
- Case
Airbus A3XX: Developing the World's Largest Commercial Jet (A)
By: Benjamin C. Esty and Michael Kane
In July 2000, Airbus Industries' supervisory board is on the verge of approving a $13 billion investment for the development of a new super jumbo jet known as the A3XX that would seat from 550 to 1,000 passengers. Having secured approximately 20 orders for the new jet,...
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Keywords:
Risk and Uncertainty;
Investment;
Forecasting and Prediction;
Capital Budgeting;
Valuation;
Government and Politics;
Demand and Consumers;
Product Development;
Product Positioning;
Air Transportation Industry;
Manufacturing Industry
Esty, Benjamin C., and Michael Kane. "Airbus A3XX: Developing the World's Largest Commercial Jet (A)." Harvard Business School Case 201-028, November 2000. (Revised April 2004.)
- October 2000
- Case
Procter & Gamble Italy: The Pringles Launch (A)
By: Roy D. Shapiro
Procter & Gamble's (P&G) Pringles potato chips have been a very successful brand. This case reviews the development and first launch in the United States, then in markets around the world. Italy is one of the last countries where Pringles will be launched. Should P&G...
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Keywords:
Globalized Markets and Industries;
Brands and Branding;
Marketing Strategy;
Product Launch;
Emerging Markets;
Product Development;
Adoption;
Value Creation;
Pharmaceutical Industry;
United States
Shapiro, Roy D. "Procter & Gamble Italy: The Pringles Launch (A)." Harvard Business School Case 601-070, October 2000.
- September 2000
- Teaching Note
MarketSoft TN
Teaching Note for (9-800-069).
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- August 2000 (Revised September 2005)
- Case
Omnitel Pronto Italia
By: Rajiv Lal, Carin-Isabel Knoop and Suma Raju
Describes the situation faced by Omnitel soon after launching its mobile telecommunication services in Italy in December 1995. Competing against the Italian monopoly, TIM, Omnitel had positioned its services to be better on the quality dimension. However, sales were...
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Keywords:
Customer Satisfaction;
Marketing Channels;
Marketing Strategy;
Product Positioning;
Market Entry and Exit;
Product Development;
Sales;
Competition;
Segmentation;
Value Creation;
Telecommunications Industry;
Italy
Lal, Rajiv, Carin-Isabel Knoop, and Suma Raju. "Omnitel Pronto Italia." Harvard Business School Case 501-002, August 2000. (Revised September 2005.)
- May 2000
- Supplement
Launching the BMW Z3 Roadster
By: Robert J. Dolan and Susan M. Fournier
Contains two BMW Z3 television commercials used at launch, a Jay Leno Tonight Show segment, a Bryant Gumbel Today Show segment, Central Park PR event coverage, and Go: An American Road Story (promotional video from BMW).
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Keywords:
Marketing Communications;
Marketing Strategy;
Brands and Branding;
Product Launch;
Product Positioning;
Auto Industry
Dolan, Robert J., and Susan M. Fournier. "Launching the BMW Z3 Roadster." Harvard Business School Video Supplement 500-502, May 2000.
- February 2000 (Revised January 2008)
- Case
Merrill Lynch: Integrated Choice
By: V. Kasturi Rangan and Marie Bell
Merrill Lynch, a full-service brokerage firm with $1.5 trillion in client assets, is under attack from both discount and electronic brokerage firms. It responds with Integrated Choice, a suite of products designed to capture clients from the do-it-yourself investor who...
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Keywords:
Distribution Channels;
Marketing Strategy;
Product Launch;
Organizational Change and Adaptation;
Risk and Uncertainty;
Financial Services Industry
Rangan, V. Kasturi, and Marie Bell. "Merrill Lynch: Integrated Choice." Harvard Business School Case 500-090, February 2000. (Revised January 2008.)
- February 2000 (Revised April 2003)
- Case
InSite Marketing Technology (A)
By: Lynda M. Applegate, Genevieve J.S. Feraud and Sheila L Marcelo
Introduces students to products and services that improve customers' online shopping experience. Also discusses the challenges of marketing new product concepts and finding funding for start-up ventures.
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Keywords:
Customer Focus and Relationships;
Financing and Loans;
Technological Innovation;
Business or Company Management;
Marketing Strategy;
Product Launch;
Service Delivery;
Competitive Strategy;
Competitive Advantage;
Service Industry;
Web Services Industry
Applegate, Lynda M., Genevieve J.S. Feraud, and Sheila L Marcelo. "InSite Marketing Technology (A)." Harvard Business School Case 800-279, February 2000. (Revised April 2003.)
- February 2000 (Revised May 2001)
- Case
BET.com
By: Thomas R. Eisenmann and Pauline M Fischer
Black Entertainment Television, a leading cable programmer, is launching BET.com, an Internet portal targeted toward African-Americans. This case examines the challenges facing BET management as it defines its service offerings and target customer segments in a...
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Keywords:
Product Positioning;
Ethnicity;
Internet and the Web;
Age;
Race;
Decision Choices and Conditions;
Business Startups;
Entertainment and Recreation Industry;
United States
Eisenmann, Thomas R., and Pauline M Fischer. "BET.com." Harvard Business School Case 800-283, February 2000. (Revised May 2001.)
- January 2000
- Case
greatEntertaining.com
By: Myra M. Hart and Nicole Tempest
GreatEntertaining.com is the result of years of planning, testing, and adapting the concept before committing to launch the business. Focus, value creation, and productive partnerships are key issues.
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Keywords:
Business Startups;
Strategic Planning;
Partners and Partnerships;
Adaptation;
Value Creation;
Web Services Industry
Hart, Myra M., and Nicole Tempest. "greatEntertaining.com." Harvard Business School Case 800-274, January 2000.
- January 2000 (Revised April 2000)
- Case
StarMedia: Launching a Latin American Revolution
By: Thomas R. Eisenmann and Jon K Rust
By the fall of 1999, StarMedia had sprinted to a sizable lead in the race to acquire Latin American Internet users. Its pan-regional, horizontal portal was the first to target Spanish- and Portuguese-language speakers on the Internet, registering 1.2 billion page views...
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Keywords:
Private Ownership;
History;
Risk Management;
Business Cycles;
Corporate Entrepreneurship;
Infrastructure;
Media;
Emerging Markets;
Cross-Cultural and Cross-Border Issues;
Web;
Information Technology Industry;
Web Services Industry
Eisenmann, Thomas R., and Jon K Rust. "StarMedia: Launching a Latin American Revolution." Harvard Business School Case 800-166, January 2000. (Revised April 2000.)
- December 1999 (Revised October 2003)
- Case
BRL Hardy: Globalizing an Australian Wine Company
Two new product launch decisions face Christopher Carson, managing director of BRL Hardy, Europe. Responsible for the European operations of a major Australian wine company, Carson has begun to globalize his strategy beyond selling the parent company's wines. After a...
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Keywords:
Global Strategy;
Joint Ventures;
Product Launch;
Brands and Branding;
Competitive Strategy;
Business Subsidiaries;
Negotiation Style;
Food and Beverage Industry
Bartlett, Christopher A. "BRL Hardy: Globalizing an Australian Wine Company." Harvard Business School Case 300-018, December 1999. (Revised October 2003.)
- December 1999
- Case
Agrochemicals at Ciba-Geigy AG (A)
By: Michael L. Tushman, Wendy Smith and Daniel Radov
After spending five years to develop a revolutionary product, the director of Ciba-Geigy's fungicide research department is handed an unfavorable market study. The case details the R&D process for the new product, including information on corporate partnerships,...
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Keywords:
Agribusiness;
Plant-Based Agribusiness;
Research and Development;
Innovation and Invention;
Innovation Strategy;
Product Launch;
Marketing Channels;
Change Management;
Product Development;
Business Processes;
Organizational Structure;
Corporate Accountability;
Agriculture and Agribusiness Industry;
Pharmaceutical Industry
Tushman, Michael L., Wendy Smith, and Daniel Radov. "Agrochemicals at Ciba-Geigy AG (A)." Harvard Business School Case 400-022, December 1999.