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  • 2007
  • Case

Infosys: New Service Launch

By: Vijay Govindarajan and Chris Trimble
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Govindarajan, Vijay, and Chris Trimble. "Infosys: New Service Launch." 2007. (Case No. 2-0028.)
  • December 2018 (Revised June 2021)
  • Supplement

Bulb 2017: Launch

By: John R. Wells and Benjamin Weinstock
On August 21, 2015, Amit Gudka and Hayden Wood, co-founders of Bulb Ltd. (Bulb) launched a new business to supply energy to the United Kingdom’s 27 million residential homes with a promise of 100% renewable electricity at affordable prices. By the end of March 2017,... View Details
Keywords: Green Energy; Start-up; Launch; Customer Acquisition; Customer Churn; Customer Engagement; Electricity; Resources; Growth Strategy; B-Corp; Entrepreneurial Management; Entrepreneurial Journey; Entrepreneurial Financing; Renewable Energy; Business Startups; Growth and Development Strategy; Business Model; Working Capital; Product Launch; Customers; Growth Management; Business Plan; Decision Making; United Kingdom
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Wells, John R., and Benjamin Weinstock. "Bulb 2017: Launch." Harvard Business School Supplement 719-441, December 2018. (Revised June 2021.)
  • May 2013
  • Case

Launching Krispy Natural: Cracking the Product Management Code

By: Frank V. Cespedes and Heather Beckham
Pemberton Products is a U.S. market leader in the cookie and bakery snacks segment of the sweet snack market. Looking to expand into the salty snack market, the company acquires Krispy Inc., a maker of salty snack crackers located in the southeastern U.S. To compete... View Details
Keywords: Analytics and Data Science; Competition; Organizational Culture; Management Teams; Brands and Branding; Expansion; Marketing Strategy; Product Launch; Acquisition; Food and Beverage Industry; Ohio; United States
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Cespedes, Frank V., and Heather Beckham. "Launching Krispy Natural: Cracking the Product Management Code." Harvard Business School Brief Case 913-574, May 2013.
  • Article

How to Launch Your Digital Platform: A Playbook for Strategists

By: Benjamin Edelman
The ubiquity of Internet access has caused a sharp rise in the number of businesses offering platforms that connect users for communication or commerce. Entrepreneurs are particularly drawn to these platforms because they create significant value and have modest... View Details
Keywords: Platforms; Launch; Mobilization Strategy; Two-Sided Platforms; Network Effects; Adoption; Entrepreneurship; Information Technology Industry; Advertising Industry; Media and Broadcasting Industry; Transportation Industry; Financial Services Industry
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Edelman, Benjamin. "How to Launch Your Digital Platform: A Playbook for Strategists." Harvard Business Review 93, no. 4 (April 2015): 90–97. (Reprinted in Launch a Start-Up That Lasts, Harvard Business Review OnPoint, Winter 2016.)
  • 2018
  • Working Paper

Quantile Forecasts of Product Life Cycles Using Exponential Smoothing.

By: Xiaojia Guo, Kenneth C. Lichtendahl Jr. and Yael Grushka-Cockayne
We introduce an exponential smoothing model that a manager can use to forecast the demand of a new product or service. The model has five features that make it suitable for accurately forecasting product life cycles at scale. First, the trend in our model follows the... View Details
Keywords: New Product Development; Demand Forecasting; Product Adoption; Innovation Diffusion; Product Development; Demand and Consumers; Forecasting and Prediction; Adoption
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Guo, Xiaojia, Kenneth C. Lichtendahl Jr., and Yael Grushka-Cockayne. "Quantile Forecasts of Product Life Cycles Using Exponential Smoothing." Harvard Business School Working Paper, No. 19-038, October 2018. (Darden Business School Working Paper, No. 2805244, July 2016.)
  • November 1996 (Revised September 1997)
  • Case

BancZero New Product Development

By: Marco Iansiti and Alberto Moel
The Mexico City office of a large U.S. bank is asked by clients to develop currency swaps, a derivative financial product. This case deals with the new product development process in financial services, and the problems and issues that are raised in product development... View Details
Keywords: Product Development; Banks and Banking; Financial Instruments; Situation or Environment; Problems and Challenges; Risk and Uncertainty; Volatility; Banking Industry; Mexico City; United States
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Iansiti, Marco, and Alberto Moel. "BancZero New Product Development." Harvard Business School Case 697-044, November 1996. (Revised September 1997.)
  • 2016
  • Book

Innovation Equity: Assessing and Managing the Monetary Value of New Products and Services

By: Elie Ofek, Eitan Muller and Barak Libai
This book bridges the gap between what academics know, and what innovation stakeholders—from managers, to investors, to analysts, to consumers—need to know about how new products and services are expected to perform in the marketplace. The book develops a compelling... View Details
Keywords: Innovation; Technology Diffusion; New Products; Customer Lifetime Value; Monetization Strategy; Social Influence; Innovation Adoption; Forecasting Demand; Commercialization; Marketing Strategy; Practice; Customer Value and Value Chain; Research; Innovation and Management; Technology Adoption; Forecasting and Prediction; Product Development
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Ofek, Elie, Eitan Muller, and Barak Libai. Innovation Equity: Assessing and Managing the Monetary Value of New Products and Services. University of Chicago Press, 2016.
  • 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
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Rangan, V. Kasturi. "New Product Commercialization: Common Mistakes." Harvard Business School Background Note 594-127, June 1994. (Revised March 1995.)
  • March 1999 (Revised February 2001)
  • Background Note

New Product Development Imperative, The

By: Steven C. Wheelwright and Edward T Smith
Introduces students to the best practices for managing new product development projects. Includes concepts and tools related to structuring teams consistent with the project objectives as well as concepts and processes for improving project execution. View Details
Keywords: Management Practices and Processes; Product Development; Performance Improvement; Problems and Challenges; Groups and Teams
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Wheelwright, Steven C., and Edward T Smith. "New Product Development Imperative, The." Harvard Business School Background Note 699-152, March 1999. (Revised February 2001.)
  • November 2021
  • Article

Ratings, Reviews, and the Marketing of New Products

By: Itay P. Fainmesser, Dominique Olié Lauga and Elie Ofek
We study how user-generated content (UGC) about new products impacts a firm's advertising and pricing decisions and the effect on profits and market dynamics. We construct a two-period model where consumers value quality and are heterogeneous in their taste for the new... View Details
Keywords: Online Reviews; Product Ratings; Social Networks; Word Of Mouth; Pricing; User-generated Content; Advertising; Product Marketing; Price; Consumer Behavior; Product Positioning; Social Media
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Fainmesser, Itay P., Dominique Olié Lauga, and Elie Ofek. "Ratings, Reviews, and the Marketing of New Products." Management Science 67, no. 11 (November 2021): 7023–7045.
  • March 1998
  • Case

Launch

By: Jeffrey F. Rayport
Launch has developed an entertainment publication on CD-ROM with 240,000 subscribers and has recently introduced an on-line entertainment product (www.mylaunch.com) to complement the CD-ROM. Deals with multiple-channel delivery and platform selection and branding on... View Details
Keywords: Digital Platforms; Internet and the Web; Distribution Channels; Information Publishing; Brands and Branding; Entertainment and Recreation Industry; Publishing Industry
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Rayport, Jeffrey F., and Michelle Toth. "Launch." Harvard Business School Case 898-079, March 1998.
  • Article

The New New Product Development Game

By: Hirotaka Takeuchi and Ikujiro Nonaka
Keywords: Product; Research and Development
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Takeuchi, Hirotaka, and Ikujiro Nonaka. "The New New Product Development Game." Harvard Business Review 64, no. 1 (January–February 1986).
  • 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
Keywords: Entrepreneurship; Decision Making; Product Development; Consumer Products Industry; Consumer Products Industry
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Ofek, Elie. "An Entrepreneur's New Product Development Journey." Harvard Business School Case 513-098, March 2013.
  • February 1991
  • Background Note

Managing Marginal New Products

By: Rajiv Lal
Keywords: Product Launch
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Lal, Rajiv. "Managing Marginal New Products." Harvard Business School Background Note 591-088, February 1991.
  • August 1991
  • Background Note

Managing the New Product Development Process

By: Robert J. Dolan
Describes how the new product development program is most efficiently managed. View Details
Keywords: Product Development; Management
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Dolan, Robert J. "Managing the New Product Development Process." Harvard Business School Background Note 592-011, August 1991.
  • Article

Managing Marginal New Products

By: V. K. Rangan, R. Lal and E. Maier
Keywords: Management; Product
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Rangan, V. K., R. Lal, and E. Maier. "Managing Marginal New Products." Business Horizons 35, no. 5 (September–October 1992): 35–42.
  • 25 Apr 2005
  • Research & Ideas

New Learning at American Home Products

The success of American Home Products reflects a unique path of learning. The company originated with the merger of several companies in related businesses. During the seventy years following its formation in 1926, the company's senior... View Details
Keywords: by Alfred D. Chandler Jr.; Chemical; Health; Manufacturing; Pharmaceutical
  • November 1988
  • Case

Honeywell Residential Division: New Product Development

By: Steven C. Wheelwright
Describes three different product development efforts at the Residential Controls division of Honeywell, Inc. Each of the three projects was for a different market and competitive environment. Each was tackled in a somewhat different way within the Honeywell... View Details
Keywords: Product Development; Construction; Outcome or Result; Situation or Environment; Business Divisions; Product Design; Change Management; Construction Industry
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Wheelwright, Steven C. "Honeywell Residential Division: New Product Development." Harvard Business School Case 689-035, November 1988.
  • December 2002
  • Article

Something Old, Something New: A Longitudinal Study of Search Behavior and New Product Introduction

By: Riitta Katila and Gautam Ahuja
We examine how firms search, or solve problems, to create new products. According to organizational learning research, firms position themselves in a unidimensional search space that spans a spectrum from local to distant search. Our findings in the global robotics... View Details
Keywords: Problem Solving; New Products; Organizational Learning; Uncertainty; Organizational Research; Knowledge Management; Robotics; Organizational Behavior; Organizational Effectiveness; Innovation Adoption; Strategy; Product Design; Business Processes; Product Development
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Katila, Riitta, and Gautam Ahuja. "Something Old, Something New: A Longitudinal Study of Search Behavior and New Product Introduction." Academy of Management Journal 45, no. 6 (December 2002): 1183–1194.
  • June 2020
  • Supplement

New Product Sales Solution

By: E. Ofek
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Ofek, E. "New Product Sales Solution." Harvard Business School Spreadsheet Supplement 520-716, June 2020.
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