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Publications
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- Faculty Publications (567)
- 2013
- Tool
Harvard Business Review's Go to Market Tools: Pricing for Profit
By: Thomas Steenburgh and Jill Avery
What price is right? Figuring out the best price for your product or service can be nerve-wracking. Your new product launch or marketing campaign's success—perhaps even your career advancement—may hinge on the price you choose. So how do you select a price that's... View Details
- June 2013 (Revised January 2016)
- Case
Château Margaux: Launching the Third Wine
By: Elie Ofek and Eric E. Vogt
Château Margaux, one of only five prestigious estates in the Bordeaux Medoc wine region to have been classified as a "first-growth", is facing a host of strategic decisions in early 2013. Up until this point the estate had been selling two red wines, a first wine whose... View Details
- 2013
- Tool
Harvard Business Review's Go to Market Tools: Market Sizing
By: Jill Avery and Thomas Steenburgh
Market size matters. On the hook to launch your division's next great product or service? Need to convince higher ups that your product will fit that gaping revenue hole—and is worth the team's scarce marketing and product development resources? You need hard data to... View Details
- 11 Apr 2013
- Panel Discussion
From Per Capita to Pro Capita: Launch of the Social Progress Imperative
By: Michael E. Porter, Michael Green, Heather Hancock, Judith Rodin, Madhav Chavan and Ngaire Woods
What is a successful country? The global debate about development has, for decades, been focused on a single, economic measure of success: Gross Domestic Product (GDP) Per Capita. But this tells us little about the real wellbeing of a nation or its sustainability. What... View Details
- April 2013
- Article
In Search of a Second Act: Riding the Popularity of a Great First Product Is Easy; Finding the Next One Is Hard
By: Elie Ofek and Jill Avery
The article presents a fictional case study on new product development and improvement after the successful launch of a first breakthrough product. Topics include business planning for brand name products, finance and investment for the development of educational toys,... View Details
Keywords: Innovation; Growth Strategy; Consumer Marketing; Marketing; Brand Management; Market Research; New Product Development; Marketing Management; Technology Commercialization; Technology; Brands and Branding; Marketing Strategy; Product Marketing; Consumer Products Industry; Consumer Products Industry; Consumer Products Industry; North and Central America; United States
- March 2013
- Case
An Entrepreneur's New Product Development Journey
By: Elie Ofek
This case tracks the new product development process undertaken by Gauri Nanda, the founder and CEO of Nanda Home, as she ventures to innovate beyond her initial product launches. Having achieved commercial success with her first product Clocky, a roll away alarm clock... View Details
- March–April 2013
- Article
Vaporware, Suddenware and Trueware: New Product Preannouncements under Market Uncertainty
By: Elie Ofek and Ozge Turut
A firm may want to preannounce its plans to develop a new product in order to stimulate future demand. But given that such communications can affect rivals' incentives to develop the same new product, a firm may decide to preannounce untruthfully in order to deter... View Details
- December 2012
- Article
Defending the Markers of Masculinity: Consumer Resistance to Brand Gender-Bending
By: Jill Avery
I study the Porsche Cayenne SUV launch to ethnographically analyze how men consuming a gendered brand respond to perceived brand gender contamination. Consumers' communal gender work in a Porsche brand community is analyzed to uncover brand gender contamination's... View Details
- November 2012 (Revised May 2013)
- Case
ASUSTeK and the Google Nexus 7 Tablet
By: Willy C. Shih and Jyun-Cheng Wang
Days after Jerry Shen introduced a new tablet computer at the Consumer Electronics Show, a Google meeting convinced him to go with a lower price point and co-branding as the Nexus 7. While his company would have a premier position at launch, companies like Samsung... View Details
Keywords: Nexus; Google; ASUSTeK; Android; Tablet; Kindle; Kindle Fire; Notebook Computers; ODM; Apple; Price Point; App Store; Ecosystem; Open Handset Alliance; Reference Design; iPad; EMS; Electronic Manufacturing Services; Smartphone; Innovation and Management; Innovation Strategy; Technological Innovation; Product Marketing; Product Launch; Product Positioning; Industry Structures; Product Design; Product Development; Business Strategy; Competitive Strategy; Mobile and Wireless Technology; Digital Platforms; Information Technology; Internet and the Web; Computer Industry; Information Technology Industry; Technology Industry; Taiwan; United States
- August 2012 (Revised August 2024)
- Case
ABC Pharmaceuticals
By: Regina E. Herzlinger and Erik R. Sparks
This case asks students to price a new drug that is in Stage II of its clinical trials. It contains detailed estimates of the time required and costs for all the steps needed to commercialize a drug in the U.S. Students will learn virtually all the steps required to... View Details
- April 2012
- Case
Bella Healthcare India
By: Dorothy Leonard and Sunru Yong
Bella Healthcare India was originally established in Bangalore as a low-cost manufacturing facility for a U.S.-based cardiology equipment developer. Under country manager Joseph Cherian it evolved considerably, developing its own research and development capabilities.... View Details
Keywords: India; Productivity; Organizational Development; International Business; R＆D; Cross-cultural Relations; Medical Equipment ＆ Devices; Joint Ventures; Medical Specialties; Research and Development; Product Development; Organizational Change and Adaptation; Strategy; Decision Choices and Conditions; Health Care and Treatment; Product Launch; Failure; Cross-Cultural and Cross-Border Issues; Medical Devices and Supplies Industry; Bangalore
- March 2012 (Revised February 2013)
- Background Note
The Hybrid Vehicle Market
By: Michael W. Toffel and Nazli Z. Uludere Aragon
This note describes the hybrid electic vehicle market, the results of different automaker strategies, and the environmental regulatory issues that can promote or inhibit market growth in the United States. Introduces students to the technologies and regulatory aspects... View Details
- March 2012
- Article
New Project? Don't Analyze—Act
By: Leonard A. Schlesinger, Charles F. Kiefer and Paul B. Brown
In a predictable world, getting a new initiative off the ground typically involves analyzing the market, creating a forecast, and writing a business plan. But what about in an unpredictable environment? The authors recommend looking to those who are experts in... View Details
- February 2012 (Revised March 2014)
- Case
Sweet Deal—Industry Self-Regulation of Breakfast Cereal Advertising to Children
By: Felix Oberholzer-Gee, Dennis Yao, Britta Kelley and Lizzie Gomez
In response to growing concern about childhood obesity, in February 2006 the Council of Better Business Bureaus (CBBB) announced an initiative to examine its self-regulatory program on children's advertising. The existing program was a voluntary cross-industry program... View Details
- November 2011
- Case
Four Products: Predicting Diffusion (2011)
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
- October 2011 (Revised March 2012)
- Case
Cottle-Taylor: Expanding the Oral Care Group in India
By: John A. Quelch and Alisa Zalosh
Brinda Patel, director of oral care products for the India division of a consumer home-care product company, develops a data-driven marketing plan for toothbrushes. She believes her plan can support a 20% increase in unit sales based on rising demand for modern... View Details
Keywords: Forecasting; Budgeting; International Marketing; Product Planning ＆ Policy; Sales Promotions; Marketing Plans; Products; Marketing Strategy; Consumer Behavior; Emerging Markets; Forecasting and Prediction; Advertising; Product Launch; Budgets and Budgeting; Product Development; Consumer Products Industry; Consumer Products Industry; India
- September 2011 (Revised August 2015)
- Case
ScoreBig
By: William A. Sahlman, Jeffrey Glass and Evan W. Richardson
The founding team at ScoreBig, an event ticketing company, is on the verge of a public launch of their product. The company has made great progress in negotiating access to tickets, designing its interface, and building a proprietary architecture. For consumers,... View Details
- September 2011 (Revised October 2014)
- Case
Ganesh Natarajan: Leading Innovation and Organizational Change at Zensar (A)
By: Michael Tushman and David Kiron
In 2005, Ganesh Natarajan, CEO of Zensar, a Pune, India-based software company, and his senior management team are considering consolidating staff and resources at the firms. Natarajan proposes an additional, possible controversial business unit to the proposed new... View Details
- September 2011
- Case
Vibco Industrial Vibrators
By: Das Narayandas, Kerry Herman and Matthew Preble
Karl Wadensten, president of Vibco Vibrators, was deciding whether to grow his small company through a marketing push for one of two technologies that he believed could launch his company to the next level of sales, or if he should continue to grow his company through... View Details
- August 2011 (Revised October 2011)
- Supplement
Lady Gaga (B)
By: Anita Elberse and Michael Christensen
In March 2011, Troy Carter, manager of pop star Lady Gaga, reflects on decisions made regarding his artist's concert tour and faces a new set of challenges regarding the launch of Lady Gaga's new album, Born This Way. Is a huge, expensive launch akin to that of a... View Details