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

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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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March 2011
Case

Cash Flow Productivity at PepsiCo: Communicating Value to Retailers

PepsiCo developed a new metric that better measured the value added by Pepsi products than did gross margin, the traditional metric used by retailers to determine shelf space and promotional activity. The new metric, cash flow productivity, captured the value of... View Details

Keywords: Customer Relationship Management; Cash Flow; Measurement and Metrics; Distribution; Performance Productivity; Value Creation; Food and Beverage Industry; Retail Industry

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May 2009
Case

Ceres Gardening Company: Funding Growth in Organic Products

By: John H. McArthur and Sunru Yong

Ceres is a leading player in the growing organic gardening industry, selling seeds, small plants, and related items. Their distribution depends heavily on retail sales through independent nurseries and garden centers. Because these small dealers are unable to finance... View Details

Keywords: Accounting Procedures; Marketing; Business Growth; Plant-Based Agribusiness; Marketing Strategy; Expansion; Business Growth and Maturation; Marketing Channels; Credit; Financial Statements; Sales; Retail Industry; Agriculture and Agribusiness Industry

Article

Best Practices for Differentiated Products Demand Estimation with PyBLP

Differentiated products demand systems are a workhorse for understanding the price effects of mergers, the value of new goods, and the contribution of products to seller networks. Berry, Levinsohn, and Pakes (1995) provide a flexible random coefficients logit model... View Details

September 2010
Case

New Heritage Doll Company

By: Timothy A. Luehrman and Heide Abelli

A manufacturer and retailer of specialty doll products must decide which of two projects to fund. The decision requires the student to compute cash flows for the 2 projects, discount values to the present and compare and contrast different project performance measures. View Details

Keywords: Forecasting; Resource Management; Resource Allocation; Forecasting and Prediction; Capital Budgeting; Consumer Products Industry; Consumer Products Industry; Consumer Products Industry

November – December 1993
Response

'Is It Too Late for Pacer to Change Course?' A Response to 'When New Products and Customer Loyalty Collide'

By: D. A. Leonard-Barton

Keywords: Change; Product

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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

29 Oct 2014
Research & Ideas

Inventing Products is Less Valuable Than Inventing Ideas

"Often companies don't fully exploit the latest ideas that their product has created," says Ahuja, who wrote the paper with Curba Lampert of Florida International University and Elena Novelli of City University London.... View Details

Keywords: by Michael Blanding; Technology

Article

The Effects of Product Line Breadth: Evidence from the Automotive Industry

By: Antonio Moreno and Christian Terwiesch

Using a detailed data set from the U.S. automotive industry, we enrich the existing literature on product line breadth with new results that highlight previously unexplored operational aspects of its benefits and costs. We find that expanding product line breadth has a... View Details

Keywords: Variety; Pricing; Automotive Industry; Marketing/operations Interface; Platforms; Empirical Operations Management; Product Marketing; Production; Management; Auto Industry

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13 Mar 2017
Research & Ideas

Hiding Products From Customers May Ultimately Boost Sales

on rapid rotations. New research considers the wisdom of frequent assortment rotation in cases in which a retailer has many new varieties of a product to sell—nine different... View Details

Keywords: by Carmen Nobel; Retail; Fashion

27 Jul 2020
Book

Reflection: The Pause That Brings Peace and Productivity

not even be sure how. Yet reflection is important; it gives us a chance to pause and figure out what really matters, especially when struggling with a difficult issue professionally or personally, says Joseph Badaracco, the John Shad Professor of Business Ethics at... View Details

Keywords: by Dina Gerdeman

April 2006 (Revised June 2008)
Case

New Balance Athletic Shoe, Inc.

By: H. Kent Bowen, Robert S. Huckman and Carin-Isabel Knoop

Considers whether New Balance, one of the world's five largest manufacturers of athletic footwear, should respond to Adidas' planned acquisition of Reebok--a transaction that would join the second- and third-largest companies in the industry. Highlights the unique... View Details

Keywords: Mergers and Acquisitions; Production; Supply Chain Management; Performance Improvement; Competition; Consolidation; Apparel and Accessories Industry

November 2018 (Revised April 2019)
Case

Zespri Grows

By: David E. Bell and Natalie Kindred

Controlling about a third of global kiwifruit exports by volume and nearly half by value in 2018, Zespri was a grower-owned “corporatized cooperative” with the exclusive right to export New Zealand-grown kiwifruit (except to Australia). Zespri did not grow fruit but... View Details

June 2010 (Revised July 2011)
Teaching Note

Classic Knitwear and Guardian: A Perfect Fit? (Brief Case)

By: John A. Quelch and Patricia Girardi

Teaching Note for 4217. View Details

Keywords: Market Research; Forecasting; Consumer Marketing; New Product Marketing; Product Lines; Merchandising; Branding; Research; Marketing Channels; Forecasting and Prediction; Product Launch; Brands and Branding

Summer 2021
Article

The Origin and Development of Firm Management

By: Michela Giorcelli

This paper examines the historical origin and diffusion of management practices. Despite their centrality in the modern world, the concepts of ‘management’ developed fairly recently. Only with the Industrial Revolution, due to the increased firm size, owners needed a... View Details

Keywords: Productivity; Kaizen; Management; Management Practices and Processes; History; Performance Productivity; Technology

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28 Jan 2010
Working Paper Summaries

Does Product Market Competition Lead Firms To Decentralize?

Keywords: by Nicholas Bloom, Raffaella Sadun & John Van Reenen

2008
Book

Becoming a New Manager

By: Linda A. Hill

You've just been promoted to a managerial position for the first time—congratulations! But beware: the managerial role differs markedly from the individual contributor role. Go into the job with mistaken assumptions about what to expect, and you just may be blindsided... View Details

Keywords: Leadership; Management Skills; Management Style; Managerial Roles; Performance Improvement; Groups and Teams

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September 2019 (Revised September 2019)
Case

Facebook Fake News in the Post-Truth World

By: John R. Wells, Carole A. Winkler and Benjamin Weinstock

In August 2019, Mark Zuckerberg, founder and CEO of Facebook, was surrounded by controversy. The first major storm of protest followed the surprise election of Donald Trump as President of the United States on November 8, 2016; many put the blame at the door of fake... 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; Applications and Software; Information Infrastructure; 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
Simulation

Finance Simulation: Capital Budgeting: Product No. 3357.

By: Timothy A. Luehrman

In this single-player simulation, students act as members of the Capital Committee of New Heritage Doll Company, tasked with selecting and allocating capital across the company's three divisions. Students evaluate a diverse set of competing investment proposals and... View Details

Keywords: Resource Allocation; Investment; Projects; Capital Budgeting; Corporate Finance

September 2000 (Revised September 2005)
Case

New Beetle, The

By: Rajiv Lal and Nilanjana R. Pal

Volkswagen of America introduced the New Beetle at the Detroit auto show in January 1998 to rave reviews from the automobile press and industry gurus. Elisabeth Vanzura, marketing director of Volkswagen American had the challenging task of converting this enthusiasm to... View Details

Keywords: Decisions; Leadership; Marketing; Marketing Communications; Product Positioning; Market Entry and Exit; Sales; Auto Industry; United States

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