New Product Launch - Publications - Faculty & Research - Harvard Business School

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September 2009 (Revised October 2010)
Case

Elkay Plumbing Products Division

By: Robert S. Kaplan

The vice president of sales learns that the most profitable 1% of the division's customers generate 100% of profits, and that two of the division's largest customers lose 50% of profits. The division has just finished a project to install a time-driven activity-based... View Details

Keywords: Activity Based Costing and Management; Profit; Management Systems; Consumer Products Industry; Consumer Products Industry

May 2010
Supplement

Alpen Bank: Launching the Credit Card in Romania, Student Spreadsheet Supplement (Brief Case)

By: V. Kasturi Rangan and Sunru Yong

Keywords: Consumer Credit; International Business; International Marketing; Product Introduction; Service Management; Product Positioning; Credit Cards; Marketing Strategy; Service Operations; Product Launch; Globalized Markets and Industries; Financial Services Industry; Romania

Article

Core Capabilities and Core Rigidities: A Paradox in Managing New Product Development

By: D. A. Leonard-Barton

Keywords: Product; Research and Development

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01 Sep 2007
News

HBS Launches Unique Deferred-Admission Program

YOUNGER FACES IN STUDY GROUPS: The typical MBA student has five years of job experience; the new program welcomes those with two. HBS has unveiled a groundbreaking deferred-admission program for outstanding college seniors who want an MBA... View Details

Keywords: Colleges, Universities, and Professional Schools; Educational Services

August 1998 (Revised February 1999)
Case

Product Development at Dell Computer Corporation

By: Stefan H. Thomke, Vish V. Krishnan and Ashok Nimgade

Describes how Dell redesigned its new product development process after experiencing a major product setback and a significant decline in firm profits in 1993. Dell's new process is challenged during the development of a new line of portable computers when the incoming... View Details

Keywords: Cost vs Benefits; Profit; Managerial Roles; Risk Management; Product Development; Business Processes; Problems and Challenges; Risk and Uncertainty; Hardware; Computer Industry

23 Jul 2021
Blog Post

Trends in Consumer Products

simple and often logical but difficult to predict. Jake Kirsch ‘11, VP Innovation, ABinBev Covid had a massive effect on our business. Fifteen percent of our business is in bars and restaurants and they were effectively closed. Some new... View Details

April 2021
Teaching Note

Thingtesting: Launching a Brand Discovery and Testing Digital Community

By: Ayelet Israeli and Jill Avery

Teaching Note for the "Thingtesting: Launching a Brand Discovery and Testing Digital Community" HBS Case No. 520-086. View Details

April 2013
Case

Sterling Household Products Company

By: William E. Fruhan and Craig Stephenson

Sterling Household Products manufactures and markets a broad line of consumer goods from laundry soap and cosmetics to cleaning, disinfecting, and sanitizing products. The company has many highly regarded brand names and consistently reports impressive sales and... View Details

April 1987 (Revised January 1988)
Supplement

McGraw-Hill, Inc.: New Information Products and the Changing Role of IS&T (B)

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April 1987 (Revised January 1988)
Case

McGraw-Hill, Inc.: New Information Products and the Changing Role of IS&T (A)

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March 2006
Case

Bringing OTC back to the Exchange: Euronext.liffe's launch of ABC

Euronex.liffe, a derivatives trading exchange, launches matching, clearing, and confirmation services for the over-the-counter market. This combination of services creates a new platform for a market that potentially cannibalizes its current exchange-based services. Is... View Details

Keywords: Value Creation; Digital Platforms; Consolidation; Financial Markets; Network Effects

1995
Article

Competitiveness and the New Industrial Policy

By: Rafael Di Tella, Alberto Ades and Mark Carney

Keywords: Industrial Policy; Competitiveness; Productivity; Competition; Performance Productivity; Supply and Industry; Policy

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

Research Summary

Product Policy and Pricing

By: Robert J. Dolan

Robert J. Dolan's continuing research on marketing issues focuses on pricing policy and new products. His research program encompasses the development of both cases and conceptual models. Dolan's focus is the proper utilization of customer input in the new-product... View Details

06 Dec 2021
News

Research Brief: Launching into a Downturn

opportunity costs that a person might encounter in launching a venture. And the news is even grimmer for teams of academics: The more founders on the team with a PhD or postdoc training, “the lower the... View Details

Keywords: Jen McFarland Flint; Publishing Industries (except Internet); Information

May 2015 (Revised May 2017)
Case

Colgate-Palmolive Company: Marketing Anti-Cavity Toothpaste

By: John A. Quelch and Margaret L. Rodriguez

In October 2013, Colgate-Palmolive Company, the world's leading oral care company, was about to launch its new Colgate® Maximum Cavity Protection™ plus Sugar Acid Neutralizer™ toothpaste in Brazil. Oral care category accounted for 46 percent of Colgate's $17.4 billion... View Details

Keywords: New Product Management; Consumer Segmentation; Global Marketing; Corporate Social Responsibility; Healthcare; Sustainability; Health Care and Treatment; Environmental Sustainability; Marketing; Segmentation; Product Development; Product Launch; Corporate Social Responsibility and Impact; Product Positioning; Consumer Products Industry; Brazil; United States

Article

Products to Platforms: Making the Leap

By: Feng Zhu and Nathan Furr

Following the path of companies such as Apple and Amazon, more and more firms are trying to become not just product purveyors but also platform providers, facilitating direct connections between customers and other groups. Although launching a platform can generate new... View Details

Keywords: Product; Digital Platforms; Expansion

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January 2011
Case

Clean Edge Razor: Splitting Hairs in Product Positioning

By: John A. Quelch and Heather Beckham

After three years of development, Paramount Health and Beauty Company is preparing to launch a new technologically advanced vibrating razor called Clean Edge. The innovative new design of Clean Edge provides superior performance by stimulating the hair follicles to... View Details

Keywords: Project Management; Interdepartmental Relations; Organizational Change; Organizational Change and Adaptation; Leadership; Conflict Management; Product Positioning; Marketing Strategy; Relationships; Product Development; Consumer Products Industry; Consumer Products Industry

May 2007
Teaching Note

Toyota Motor Corporation: Launching Prius (TN)

By: Forest L. Reinhardt and Dennis A. Yao

Keywords: Production; Auto Industry; Green Technology Industry

Web

Launch Lab/Capstone 2 - Course Catalog

project that requires teams of students to apply and integrate the skills they have learned across core disciplines developed in the program curriculum. Specifically, teams will be expected to design, build and launch a View Details

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