Publications

June 1990
Supplement

Perrier Relaunch

By: Stephen A. Greyser and Norman Klein

Supplements Perrier Recall: A Source of Trouble. View Details

Keywords: Product Launch; Food and Beverage Industry

November 1983 (Revised December 1984)
Case

Frito-Lay, Inc.: Grandma's ""Ready-To-Eat"" Cookies

Mr. Kenneth Treece, marketing director of Frito-Lay's Grandma's (R) Cookie division has received the final test market figures for the new supermarket line of Grandma's Ready-To-Eat cookies. One set of data, the Kansas City test results, was extremely encouraging;... View Details

Keywords: Product Launch; Manufacturing Industry; Food and Beverage Industry; United States

January 1991 (Revised February 1991)
Teaching Note

Hewlett-Packard (A) and (B): Organizing New Product Sales Channels, Teaching Note

By: V. Kasturi Rangan

Keywords: Product Launch; Computer Industry

February 2005 (Revised March 2005)
Teaching Note

Product Team Cialis: Getting Ready to Market (TN)

By: Elie Ofek

Teaching Note to (9-505-038). View Details

Keywords: Product Launch; Pharmaceutical Industry

October 1979 (Revised April 1980)
Case

Dunkin' Donuts (D): New Product Introduction

By: Hirotaka Takeuchi

Keywords: Product Marketing; Product Launch; Food and Beverage Industry

25 Sep 2014
News

The Business of Being Beyoncé

Keywords: Motion Picture and Sound Recording Industries; Information

January 2006 (Revised May 2007)
Supplement

Endo Pharmaceuticals (C): An "At Risk" Launch?

By: Richard G. Hamermesh and Brian DeLacey

Keywords: Product Launch; Risk and Uncertainty; Pharmaceutical Industry

August 1988 (Revised January 1992)
Case

Hewlett-Packard (A): Organizing New Product Sales Channels--1986

By: V. Kasturi Rangan and Joseph G. Finegold

Keywords: Sales; Product Launch; Marketing Channels; Computer Industry

February 1987 (Revised January 1989)
Case

SmithKline Consumer Products: The Contac Relaunch

In March 1986, a tamperer contaminated CONTAC Cold Capsules, SmithKline Consumer Product's most popular product. To relaunch CONTAC after withdrawing it from the market, the management team had to present a plan of action to the corporation board. They knew CONTAC's 25... View Details

Keywords: Safety; Crisis Management; Product Launch; Pharmaceutical Industry

November 2011
Case

Four Products: Predicting Diffusion (2011)

By: John T. Gourville

An updated "Four Products" case. This 2011 version includes: sliced peanut butter, artificial dirt for thoroughbred race tracks, interactive tombstones, and stride-changing running shoes. These four products form the basis to assess the drivers of new product adoption.... View Details

Keywords: Innovation and Invention; Product Launch; Marketing

August 1988 (Revised January 1992)
Case

Hewlett-Packard (B): Organizing New Product Sales Channels--1987

By: V. Kasturi Rangan

Keywords: Sales; Product Launch; Marketing Channels; Computer Industry

May 1980
Case

Kendall-Vetmat

Discusses the role of market research in a product manager's decision process. Traces the development of market research information for the introduction of a new product, and presents a manager's dilemma of receiving market data that are inconsistent with expectations... View Details

Keywords: Decision Making; Product Launch; Product Development

19 Feb 2020
News

Running a Decathlon

Bill and Sandra Patton (photo by Tony LaBruno) While serving on the Los Angeles Olympic Organizing Committee in 1979, William Patton Jr. (PMD 21, 1971) met Orange County superintendent of schools Robert Peterson, who was unsuccessfully pressing the group to include... View Details

Keywords: Lisa Scanlon Mogolov

August 2003 (Revised September 2003)
Case

Tower Software

Tower Software (TS) is a publicly traded corporation engaged in multiple facets of the computer software business. Its flagship product, TS SERVE, is a successful proprietary network operating system. TS also develops and sells applications software for word... View Details

Keywords: Applications and Software; Product Launch; Web Services Industry; Information Technology Industry

25 Feb 2020
News

Case Study: The Credit Bureau

Illustration by Brown Bird Design Walk the streets of New York City around the first of the month, and you’ll see the symptoms: orphaned couches, credenzas, and swivel chairs that were left behind after a move. The problem, according to Daniel Ramírez Yunqué (MBA... View Details

Keywords: Jen McFarland Flint; Real Estate

2023
Article

Balancing Risk and Reward: An Automated Phased Release Strategy

By: Yufan Li, Jialiang Mao and Iavor Bojinov

Phased releases are a common strategy in the technology industry for gradually releasing new products or updates through a sequence of A/B tests in which the number of treated units gradually grows until full deployment or deprecation. Performing phased releases in a... View Details

Keywords: Product Launch; Mathematical Methods; Product Development

Read Now

September 1998 (Revised December 1998)
Case

Palm Computing: The Pilot Organizer

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 new product which will appeal to certain market segments. However, it is unclear how Palm Computing will fare... View Details

Keywords: Technological Innovation; Competition; Product Launch; Electronics Industry

1995
Dissertation

The Economics of Experimentation in the Design of New Products and Processes

By: Stefan Thomke

Keywords: Economics; Research and Development; Operations; Product Launch