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06 Dec 2022
Research & Ideas

Latest Isn’t Always Greatest: Why Product Updates Capture Consumers

Suppose you’re in the market for a new selfie stick for an upcoming vacation. You see two models online—one that extends to 24 inches and the other to 16. Seems obvious that you’d pick the longer one, right? Bigger and better panoramic... View Details

Keywords: by Michael Blanding; Consumer Products; Consumer Products

October 2004 (Revised July 2010)
Case

Product Team Cialis: Getting Ready to Market

Lilly and ICOS are preparing for the launch of a new drug, Cialis, to compete against Viagra. To position against the incumbent firm Pfizer, which developed and markets Viagra, and other newcomers into the erectile dysfunction market, they must determine how best to... View Details

Keywords: Communication Strategy; Marketing Strategy; Product Launch; Product Positioning; Competition; Competitive Advantage; Segmentation; Pharmaceutical Industry

2018
Working Paper

Product Quality and Entering Through Tying: Experimental Evidence

Dominant platform businesses often develop products in adjacent markets to complement their core business. One common approach used to gain traction in these adjacent markets has been to pursue a tying strategy. For example, Microsoft pre-installed Internet Explorer... View Details

Keywords: Market Entry and Exit; Digital Platforms; Competitive Strategy; Product Marketing; Quality

13 Jun 2005
Research & Ideas

Rescuing Products with Stealth Positioning

When firms adopt a reverse or breakaway positioning strategy, there is no pretense about what they're up to. Part of the appeal of their cleverly positioned product offerings comes from explicitly subverting... View Details

Keywords: by Youngme Moon

2024
Working Paper

Product Liability Litigation and Innovation: Evidence from Medical Devices

By: Alberto Galasso and Hong Luo

We examine the relationship between product liability litigation and innovation by systematically combining data on product liability lawsuits with data on new product introductions in a panel dataset of leading medical device firms. We first document a decline in... View Details

Keywords: Lawsuits and Litigation; Product Development; Technological Innovation; Safety; Governing Rules, Regulations, and Reforms; Medical Devices and Supplies Industry

01 Apr 2002
Conference Presentation

To Beta or Not to Beta?: The Pedagogy and Execution of a Web-based New Product Development Exercise

By: Andrew McAfee and Alan MacCormack

Keywords: Product Development; Online Technology; Web

2008
Working Paper

Finding Missing Markets (and a disturbing epilogue): Evidence from an Export Crop Adoption and Marketing Intervention in Kenya

By: Nava Ashraf, Xavier Gine and Dean Karlan

In much of the developing world, many farmers grow crops for local or personal consumption despite export options which appear to be more profitable. Thus many conjecture that one or several markets are missing. We report here on a randomized controlled trial conducted... View Details

Keywords: Agribusiness; Developing Countries and Economies; Trade; Profit; Product Marketing; Standards; Failure; Risk and Uncertainty; Non-Governmental Organizations; Agriculture and Agribusiness Industry; Service Industry; Kenya; Europe

April 1988 (Revised March 1991)
Supplement

Boeing 767: From Concept to Production (B)

By: David A. Garvin

Updates the (A) case to the present day. The issue facing students is whether Boeing's approach to managing new airplane programs must be modified to fit with this new environment. View Details

Keywords: Production; Change Management; Product Development; Product Marketing; Situation or Environment; Air Transportation Industry; Manufacturing Industry

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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October 1999 (Revised March 2000)
Case

HP Consumer Products Business Organization: Distributing Printers via the Internet

By: Rajiv Lal, Kirthi Kalyanam, Shelby Mc Intyre and Edie Prescott

In spring 1998, Pradeep Jotwani, vice president and general manager of the Consumer Products Business Organization of the Hewlett-Packard Co. (HP), was contemplating the increasing success of e-commerce and its implications for his division. The consumer products group... View Details

Keywords: Decision Choices and Conditions; Marketing Channels; Business Processes; Problems and Challenges; Partners and Partnerships; Sales; Business Strategy; Information Technology; Consumer Products Industry

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

November 2016 (Revised October 2018)
Case

Formlabs: Selling a New 3D Printer

By: Frank V. Cespedes, Olivia Hull and Amram Migdal

Headquartered in Somerville, Massachusetts, Formlabs manufactures 3D printers used to print everything from prototypes and models to jewelry, dental, and sculpture molds. As Formlabs prepares to ship its latest model, the Form 2, Head of Customer Development and... View Details

August 1976 (Revised April 1995)
Background Note

The Integration of Mass Production and Mass Distribution

Describes the sudden appearance of the large industrial enterprise in the 1880s. Reviews the three types of mass-production industries in which the new form came: those producing perishable products; those making low-priced semi-perishable products; and makers of... View Details

Keywords: Business History; Production; Manufacturing Industry

March 2017 (Revised September 2017)
Case

Facebook Fake News in the Post-Truth World

By: John R. Wells and Carole A. Winkler

In January 2017, Mark Zuckerberg, founder and CEO of Facebook, was surrounded by controversy. The election of Donald Trump as the next president of the United States in November 2016 had triggered a national storm of protests, and many attributed Trump’s victory to... View Details

Keywords: Facebook; Fake News; Mark Zuckerberg; Donald Trump; Algorithms; Social Networks; Partisanship; Social Media; App Development; Instagram; WhatsApp; Smartphone; Silicon Valley; Office Space; Digital Strategy; Democracy; Entry Barriers; Online Platforms; Controversy; Tencent; Agility; Social Networking; Gaming; Gaming Industry; Computer Games; Mobile Gaming; Messaging; Monetization Strategy; Advertising; Digital Marketing; Business Ventures; Acquisition; Mergers and Acquisitions; Business Growth and Maturation; Business Headquarters; Business Organization; For-Profit Firms; Trends; Communication; Communication Technology; Forms of Communication; Interactive Communication; Interpersonal Communication; Talent and Talent Management; Crime and Corruption; Voting; Demographics; Entertainment; Games, Gaming, and Gambling; Moral Sensibility; Values and Beliefs; Initial Public Offering; Profit; Revenue; Geography; Geographic Location; Global Range; Local Range; Country; Cross-Cultural and Cross-Border Issues; Globalized Firms and Management; Globalized Markets and Industries; Governing Rules, Regulations, and Reforms; Government and Politics; International Relations; National Security; Political Elections; Business History; Recruitment; Selection and Staffing; Information Management; Information Publishing; News; Newspapers; Innovation and Management; Innovation Strategy; Technological Innovation; Knowledge Dissemination; Human Capital; Law; Leadership Development; Leadership Style; Leading Change; Business or Company Management; Crisis Management; Goals and Objectives; Growth and Development Strategy; Growth Management; Management Practices and Processes; Management Style; Management Systems; Management Teams; Managerial Roles; Marketing Channels; Social Marketing; Network Effects; Market Entry and Exit; Digital Platforms; Marketplace Matching; Industry Growth; Industry Structures; Monopoly; Media; Product Development; Service Delivery; Corporate Social Responsibility and Impact; Mission and Purpose; Organizational Change and Adaptation; Organizational Culture; Organizational Structure; Public Ownership; Problems and Challenges; Business and Community Relations; Business and Government Relations; Groups and Teams; Networks; Rank and Position; Opportunities; Behavior; Emotions; Identity; Power and Influence; Prejudice and Bias; Reputation; Social and Collaborative Networks; Status and Position; Trust; Society; Civil Society or Community; Culture; Public Opinion; Social Issues; Societal Protocols; Strategy; Adaptation; Business Strategy; Commercialization; Competition; Competitive Advantage; Competitive Strategy; Corporate Strategy; Customization and Personalization; Diversification; Expansion; Horizontal Integration; Segmentation; Information Technology; Internet and the Web; Mobile and Wireless Technology; Internet and the Web; Applications and Software; Information Infrastructure; Digital Platforms; Internet and the Web; Mobile and Wireless Technology; Valuation; Journalism and News Industry; Journalism and News Industry; Journalism and News Industry; Journalism and News Industry; Journalism and News Industry; Journalism and News Industry; Journalism and News Industry; Journalism and News Industry; Journalism and News Industry; Journalism and News Industry; Journalism and News Industry; United States; California; Sunnyvale; Russia

2010
Working Paper

A New Model of Integrity: The Missing Factor Of Production (PDF file of Keynote and PowerPoint Slides)

By: Michael C. Jensen, Kari L. Granger and Werner Erhard

An Actionable Pathway To Dramatic Increases In Individual And Organizational Performance.

Full Day Executive Program Seminar taught at Olin Business School, Washington University, St. Louis, MO.

Workshop Objectives:

To provide you and your... View Details

Keywords: Performance Improvement; Programs; Trust; Competitive Advantage; Value Creation; Washington (state, US)

August 1995
Case

Air Products and Chemicals, Inc.: IT Organization and Architecture Challenges

By: Richard L. Nolan

Presents the outcome of Air Products ICON decentralization projects. New issues are explored, including the challenges of having a decentralized MIS staff, global network, client/server architecture, new data center issues, outsourcing, a new highly strategic customer... View Details

Keywords: Information Technology; Information Infrastructure; Applications and Software; Organizational Design; Problems and Challenges

Article

Product Quality and Entering Through Tying: Experimental Evidence

By: Hyunjin Kim and Michael Luca

Dominant platform businesses often develop products in adjacent markets to complement their core business. One common approach used to gain traction in these adjacent markets has been to pursue a tying strategy. For example, Microsoft pre-installed Internet Explorer... View Details

Keywords: Tying; Platform Strategy; Google; Product; Quality; Digital Platforms; Strategy; Market Entry and Exit

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2016
Working Paper

Pivoting Isn't Enough: Principled Pragmatism and Strategic Reorientation in New Ventures

By: Rory McDonald and Cheng Gao

New technology ventures often experience deviations from their original plans that oblige them to reorient in pursuit of better fit between their evolving products and target customers. Yet research is largely silent on how entrepreneurs explain and justify their... View Details

Keywords: Strategic Reorientation; Technology Entrepreneurship; Innovation; Product Development Processes; Organizational Adaptation; Qualitative Methods (General); Information Technology; Organizational Change and Adaptation; Communication; Entrepreneurship; Alignment; Innovation and Invention; Product Development

March 2020
Article

Organizing Knowledge Production Teams Within Firms for Innovation

By: Vikas A. Aggarwal, David H. Hsu and Andy Wu

How should firms organize their pool of inventive human capital for firm-level innovation? While access to diverse knowledge may aid knowledge recombination, which can facilitate innovation, prior literature has focused primarily on one way of achieving that: diversity... View Details

Keywords: Knowledge Recombination; Organization Design; Team Boundary; Innovation; Knowledge Sharing; Diversity; Innovation and Invention; Groups and Teams; Human Capital; Organizational Design

30 Mar 2021
Research & Ideas

Commuting Hurts Productivity and Your Best Talent Suffers Most

Many of us have been there: mired in rush-hour traffic, listening to music or news to take our minds off the grind, wishing we didn’t feel so stressed before we’ve even reached the office. A late-night conversation with a fellow... View Details

Keywords: by Lane Lambert

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