Publications

November 1990
Case

Techsonic Industries, Inc.: Humminbird - New Products

By: Melvyn A. Menezes

After several new product failures, the company began using customer input to help develop new products. In 1989, the fishing electronics industry is experiencing a downturn, and the company's sales and profits are slipping. The company, which has one product line... View Details

Keywords: Customer Value and Value Chain; Marketing Reference Programs; Product Development; Electronics Industry

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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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May 2021 (Revised August 2021)
Case

Melissa Wood Health: How to Win in the Creator Economy

By: Eva Ascarza

In October 2020, Melissa Wood-Tepperberg, founder of the digital subscription wellness platform Melissa Wood Health (MWH) and creator of ‘The MWH Method,’ was evaluating the strategic directions of her company. What had started as a way to share workouts and wellness... View Details

Keywords: Lifestyle Brand; Brands and Branding; Strategy; Partners and Partnerships; Negotiation

20 Mar 2000
Research & Ideas

Incubators: The New Venture Capitalists?

kicking off a panel discussion at Cyberposium 2000. "But I think it's fair to characterize the incubator space as rather a sleepy one." Until now, that is. Once largely the domain of universities and public economic development... View Details

Keywords: by Kenneth Liss

March 2011 (Revised May 2012)
Case

Shanghai Zhangjiang Hi-Tech Park Development Co., Ltd.

By: Robert G. Eccles, Catherine Zhang, Cheng-hua Tzeng, Liang Cheng and Penelope Rossano

This case is about the establishment, growth, and direction of the Shanghai Zhangjiang Hi-Tech Park ("Zhangjiang Park"), which is located in the Pudong New Area of Shanghai. Considered to be one of the most competitive hi-tech industry clusters in China, the combined... View Details

Keywords: Industry Clusters; Information Technology; Capital Markets; Urban Development; Buildings and Facilities; Competition; Business Strategy; Governing and Advisory Boards; Technology Industry; Real Estate Industry; Shanghai

July 1993 (Revised September 1994)
Case

Millipore New Product Commercialization: A Tale of Two New Products

By: V. Kasturi Rangan and Kevin Bartus

Millipore, the worldwide leader in separations technology, was in the process of launching two key new products: one a liquid chromatography/mass spectrometer and the other a virus separation membrane. The case documents the product development and commercialization... View Details

Keywords: Business or Company Management; Product Launch; Product Development; Commercialization

November 2000 (Revised April 2004)
Case

Airbus A3XX: Developing the World's Largest Commercial Jet (A)

By: Benjamin C. Esty and Michael Kane

In July 2000, Airbus Industries' supervisory board is on the verge of approving a $13 billion investment for the development of a new super jumbo jet known as the A3XX that would seat from 550 to 1,000 passengers. Having secured approximately 20 orders for the new jet,... View Details

Keywords: Risk and Uncertainty; Investment; Forecasting and Prediction; Capital Budgeting; Valuation; Government and Politics; Demand and Consumers; Product Development; Product Positioning; Air Transportation Industry; Manufacturing Industry

01 Feb 1998
News

New Releases

research has led to the development of a new organizational framework - the differentiated network - that will enable MNCs to succeed. Through systematic examination of MNCs, Nohria and Ghoshal show that... View Details

Keywords: Judith A. Ross

01 Apr 1998
News

New Releases

in the financial management field. Over the last fifteen years, they have developed and described key concepts, such as activity-based costing (ABC), activity-based management, operational systems for learning and improvement, and target... View Details

01 Jun 1998
News

New Releases

Franchise Organizations by Jeffrey L. Bradach (Harvard Business School Press) How much impact do chains such as Pizza Hut and McDonald's have on today's economy? Here are some telling numbers: a new franchise opens in the United States... View Details

01 Oct 1996
News

New Releases

new book, Leading Change, Kotter, one of the world's foremost experts on leadership, examines the efforts of more than one hundred companies as they attempt to make themselves stronger competitors. He identifies the most common mistakes... View Details

01 Apr 1996
News

New Releases

Abraham Zaleznik. Grouped in three sections that address the future of organizations, the process of change, and the new role of management, the articles address topics such as how networks reshape organizations, why transformation... View Details

January 2000
Case

Selecting a New Name for Security Capital Pacific Trust

A methodology for selecting a new corporate brand name is explored, highlighting different types of names, criteria and hurdles in securing new names, and legal implications. Brand identity consultancy Lippincott & Margulies guided a real estate investment trust... View Details

Keywords: Brands and Branding; Financial Services Industry

01 Sep 2005
News

New Art

in 1995, Schwartz inaugurated an annual gallery trip to New York to purchase contemporary art for HBS — an ongoing tradition that continues to change the look and feel of community space where students, faculty, and staff come together.... View Details

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

January 2015 (Revised November 2016)
Case

La Martina: Leveraging Polo's Luxury Lifestyle

By: Anat Keinan, Maria Fernanda Miguel and Sandrine Crener

Founded in 1984 in Buenos Aires, Argentina, La Martina has grown from a high-end polo equipment company into a global fashion brand with operations in 56 countries. Polo, which is not only a sport but also a way of life, is at the core of the brand DNA. Polo is a... View Details