Publications

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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

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

14 May 2020
News

Proven Skincare CEO Shares Inspiration Behind Successful Line

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

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December 2009
Supplement

TruEarth Healthy Foods: Market Research for a New Product Introduction, Student Spreadsheet (Brief Case)

By: V. Kasturi Rangan and Sunru Yong

Keywords: Market Research; Consumer Marketing; Brands; Research; Marketing; Product Launch; Brands and Branding

December 2007 (Revised June 2010)
Case

Tascot Ties: Going Neck-and-Neck with Tradition

Keywords: Innovation and Invention; Product Launch; Problems and Challenges

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

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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

2025
Working Paper

New Product Diffusion Within Retailers: The Effect of Managerial Quality on Rollout

By: Tomomichi Amano and Jorge Tamayo

Retailers are key intermediaries through which consumers encounter innovation in the form of new products. How are these products rolled out within retailers? Despite standardized processes, we observe significant variation in the availability of new products across... View Details

Keywords: Managerial Quality; Firm Performance; Diffusion Of Innovation; New Product Rollout; Retailing; Distribution Channels; Product Launch; Management Skills; Retail Industry; Colombia

SSRN

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16 May 2022
News

Why Build in Web3

Keywords: Web3

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

13 Oct 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 told him about his idea for a competition called... View Details

June 1994 (Revised March 1995)
Background Note

New Product Commercialization: Common Mistakes

By: V. Kasturi Rangan

Addresses the common mistakes made in new product development and launch. Many times customers' and suppliers' perceptions of the degree of product/market innovation do not match. One of them may view the innovations as a "breakthrough," but the other may view it only... View Details

Keywords: Product Development; Product Launch; Problems and Challenges

May 2010
Supplement

Flare Fragrances Company, Inc.: Analyzing Growth Opportunities, Instructor Spreadsheet Supplement (Brief Case)

By: John A. Quelch and Lisa D. Donovan

Keywords: Quantitative Analysis; Market Segmentation; Product Introduction; New Product Marketing; Product Lines; Product Positioning; Distribution; Analysis; Product Launch

15 Oct 2014
News

Apple Pay’s Technology Adoption Problem

Keywords: Telecommunications; Information

November 2000 (Revised October 2005)
Case

TiVo

TiVo is a digital video recorder that allows viewers to watch what they want, when they want to watch it. Fourteen months into the launch, sales are very disappointing. Brodie Keast, VP of marketing and sales, wants to combine a catchy communications campaign, product... View Details

Keywords: Marketing Communications; Product Launch; Television Entertainment; Innovation and Invention; Electronics Industry