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      • Faculty Publications  (602)

      Product DesignRemove Product Design →

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      • November 1998 (Revised February 1999)
      • Case

      Microsoft Office: Finding the Suite Spot

      By: Stefan H. Thomke and Steven Sinofsky
      Describes a key decision-making process within Microsoft's Office products division. At a time when the PC software business has a great deal of uncertainty, Microsoft's management has to make a key decision regarding the future of software suites. A strengthening of... View Details
      Keywords: Decisions; Applications and Software; Strategic Planning; Organizational Design; Organizational Change and Adaptation; Product Development; Managerial Roles; Growth and Development Strategy; Risk and Uncertainty; Goals and Objectives; Digital Platforms; Innovation and Management; Computer Industry; Information Technology Industry
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      Thomke, Stefan H., and Steven Sinofsky. "Microsoft Office: Finding the Suite Spot." Harvard Business School Case 699-046, November 1998. (Revised February 1999.)
      • November 1998 (Revised November 2001)
      • Case

      BMW AG: The Digital Car Project (A)

      By: Stefan H. Thomke and Ashok Nimgade
      Describes how the German automotive firm BMW is trying to reduce its development time by half with the aid of computer-aided technologies. To leverage these technologies fully in the very competitive automotive industry, BMW is faced with the challenge of changing its... View Details
      Keywords: Change; Competency and Skills; Management; Time Management; Product Positioning; Product Development; Business Processes; Performance; Problems and Challenges; Technology; Auto Industry
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      Thomke, Stefan H., and Ashok Nimgade. "BMW AG: The Digital Car Project (A)." Harvard Business School Case 699-044, November 1998. (Revised November 2001.)
      • August 1998 (Revised October 1998)
      • Case

      Disney's "The Lion King" (A): The $2 Billion Movie

      By: Jeffrey F. Rayport, Carin-Isabel Knoop and Cate Reavis
      In 1994, just 10 years after its filmed entertainment division lost $33 million, Disney's animated creation "The Lion King" became the second highest grossing film ever. In addition to drawing $740 million in worldwide box office sales, its merchandise sales exceeded... View Details
      Keywords: Value Creation; Marketing Strategy; Expansion; Creativity; Film Entertainment; Organizational Change and Adaptation; Organizational Structure; Product Development; Entertainment and Recreation Industry; Retail Industry
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      Rayport, Jeffrey F., Carin-Isabel Knoop, and Cate Reavis. Disney's "The Lion King" (A): The $2 Billion Movie. Harvard Business School Case 899-041, August 1998. (Revised October 1998.)
      • June 1998 (Revised April 2000)
      • Case

      GM Powertrain

      By: Amy C. Edmondson and Mikelle Eastley
      Discusses a young MBA plant manager who is improving the operations of a small General Motors components plant in Fredericksburg, Virginia. At 29 years old, Joe Hinrichs is the youngest plant manager at GM, and in his new assignment, he is faced with the daunting... View Details
      Keywords: Service Operations; Labor Unions; Problems and Challenges; Technological Innovation; Change Management; Machinery and Machining; Manufacturing Industry; Auto Industry; United States
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      Edmondson, Amy C., and Mikelle Eastley. "GM Powertrain." Harvard Business School Case 698-008, June 1998. (Revised April 2000.)
      • June 1998
      • Article

      Managing Experimentation in the Design of New Products

      By: S. Thomke
      Keywords: Design; Product; Management
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      Thomke, S. "Managing Experimentation in the Design of New Products." Management Science 44, no. 6 (June 1998): 743–762.
      • May 1998 (Revised May 1999)
      • Case

      Biopure Corp.

      By: John T. Gourville
      It is early 1998 and Biopure Corp., a small biopharmaceutical firm with no sales revenues in its ten-year history, has just received government approval to release Oxyglobin, a revolutionary new "blood substitute" designed to replace the need for donated animal blood... View Details
      Keywords: Segmentation; Marketing Strategy; Engineering; Budgets and Budgeting; Sales; Transformation; Markets; Debates; Product Launch; Pharmaceutical Industry
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      Gourville, John T. "Biopure Corp." Harvard Business School Case 598-150, May 1998. (Revised May 1999.)
      • May 1998
      • Article

      Market Structure, Innovation and Vertical Product Differentiation

      By: Shane Greenstein and Garey Ramey
      We reassess Arrow's (1962) [Economic Welfare and the Allocation of Resources for Invention, in NBER, The Rate and Direction of Innovative Activity (Princeton University Press, Princeton NJ)] results concerning the effect of market structure on the returns from process... View Details
      Keywords: Product; Market Design; Innovation and Invention; Monopoly; Competition
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      Greenstein, Shane, and Garey Ramey. "Market Structure, Innovation and Vertical Product Differentiation." International Journal of Industrial Organization 16, no. 3 (May 1998): 285–311.
      • 4 Apr 1998
      • Conference Presentation

      Responding to Changing Customer Needs: The Design of a Flexible Development Process

      By: Alan MacCormack
      Keywords: Customer Satisfaction; Design; Production
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      MacCormack, Alan. "Responding to Changing Customer Needs: The Design of a Flexible Development Process." Paper presented at the INFORMS Annual Meeting, Montreal, April 4, 1998.
      • March 1998 (Revised November 1999)
      • Case

      USA TODAY Online

      By: John A. Deighton and Anthony St. George
      How should USA TODAY use its brand franchise to build a publishing business on the World Wide Web? Advertising Age described the first steps as "a case study in how not to do it," but by the end of 1997 USA TODAY Online is the most visited news site on the Web. Now the... View Details
      Keywords: Digital Marketing; Design; Profit; Revenue; Brands and Branding; Marketing Strategy; Internet and the Web; Information Industry
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      Deighton, John A., and Anthony St. George. "USA TODAY Online." Harvard Business School Case 598-133, March 1998. (Revised November 1999.) (request a courtesy copy.)
      • March 1998 (Revised July 2000)
      • Case

      InPart

      By: Joseph B. Lassiter III, Michael J. Roberts and Jon Biotti
      Stacey Lawson, HBS 1996, started a CAD parts representations database company to help designers and engineers with the design process. The company has completed its product and is starting to sell it. The case examines issues involving the organization of the sales... View Details
      Keywords: Decision Choices and Conditions; Price; Salesforce Management
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      Lassiter, Joseph B., III, Michael J. Roberts, and Jon Biotti. "InPart." Harvard Business School Case 898-213, March 1998. (Revised July 2000.)
      • 1998
      • Working Paper

      The Design and Production of New Retirement Savings Products

      By: Zvi Bodie and Dwight B. Crane
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      Bodie, Zvi, and Dwight B. Crane. "The Design and Production of New Retirement Savings Products." Harvard Business School Working Paper, No. 98-070, February 1998.
      • January 1998 (Revised April 2001)
      • Case

      Acer America: Development of the Aspire

      By: Christopher A. Bartlett and Anthony St. George
      Follows the development, national launch, and global rollout of the Aspire, Acer's first new product developed outside of Taiwan. Implementing a very promising new PC concept proves challenging to Mike Culver and his U.S. team, who are plagued by coordination problems... View Details
      Keywords: Global Strategy; Globalized Firms and Management; Organizational Design; Supply Chain; Problems and Challenges; Relationships; Business Subsidiaries; Product Launch; Computer Industry; United States; Taiwan
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      Bartlett, Christopher A., and Anthony St. George. "Acer America: Development of the Aspire." Harvard Business School Case 399-011, January 1998. (Revised April 2001.)
      • December 1997
      • Case

      Birman Industrial Products Corporation

      By: Janice H. Hammond
      Keywords: Product Design; Strategic Planning; Industrial Products Industry
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      Hammond, Janice H. "Birman Industrial Products Corporation." Harvard Business School Case 698-048, December 1997.
      • November 1997 (Revised July 1999)
      • Case

      Guidant: Cardiac Rhythm Management Business (A)

      By: Steven C. Wheelwright and Mikelle Eastley
      Examines the choices Guidant must make in research and development spending and new product development. More specifically, CEO Jay Graf considers the payoffs and tradeoffs of using product development skills that he learned in CPI's core business when applied to a... View Details
      Keywords: Marketing Strategy; Product Marketing; Product Development; Business or Company Management; Management Skills; Research and Development; Business Strategy; Communication; Product Design; Market Design; Organizational Design; Medical Devices and Supplies Industry
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      Wheelwright, Steven C., and Mikelle Eastley. "Guidant: Cardiac Rhythm Management Business (A)." Harvard Business School Case 698-021, November 1997. (Revised July 1999.)
      • August 1997
      • Case

      Orbital Sciences Corporation: ORBCOMM

      By: Das Narayandas and John A. Quelch
      In late 1993, Orbital Communications Corp. (OCC), a subsidiary of Orbital Sciences Corp., is developing a global two-way wireless data communications system, called "ORBCOMM," based on a 26-satellite constellation in low earth orbit. Service is scheduled to begin in... View Details
      Keywords: Business Subsidiaries; Business Model; Business Startups; Price; Global Strategy; Marketing Strategy; Demand and Consumers; Partners and Partnerships; Salesforce Management; Telecommunications Industry
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      Narayandas, Das, and John A. Quelch. "Orbital Sciences Corporation: ORBCOMM." Harvard Business School Case 598-027, August 1997.
      • July 1997
      • Supplement

      Allentown Materials Corporation: The Electronic Products Division (C)

      By: Michael Beer
      Supplements the (A) and (B) cases. Designed as an in-class handout. A rewritten version of an earlier supplement. View Details
      Keywords: Change Management; Strategy; Organizational Change and Adaptation; Electronics Industry; United States
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      Beer, Michael. "Allentown Materials Corporation: The Electronic Products Division (C)." Harvard Business School Supplement 498-025, July 1997.
      • June 1997 (Revised February 2000)
      • Case

      Walker and Company: Profit Plan Decisions

      By: Robert L. Simons and Ramsey Walker
      Ramsey Walker, a second-year MBA student, must decide how to control a family business as an absentee owner. After providing background details on the publishing industry, the case requires the reader to: 1) make a product segmentation decision; 2) prepare a profit... View Details
      Keywords: Organizational Structure; Family and Family Relationships; Market Design; Management Systems; Planning; Profit; Performance Evaluation; Segmentation; Corporate Strategy; Investment Return; Publishing Industry
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      Simons, Robert L., and Ramsey Walker. "Walker and Company: Profit Plan Decisions." Harvard Business School Case 197-084, June 1997. (Revised February 2000.)
      • June 1997
      • Teaching Note

      Innovation in Action: Product Development Projects and Action-Based Learning, Instructor's Note

      By: Marco Iansiti
      As a project-based course, Managing Product Development has been carefully designed so that classroom discussion and students' project team activities infuse each other: learning from course materials enhances project activities, which in turn enrich subsequent... View Details
      Keywords: Management Practices and Processes; Management Style; Product Development; Projects; Groups and Teams
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      Iansiti, Marco. "Innovation in Action: Product Development Projects and Action-Based Learning, Instructor's Note." Harvard Business School Teaching Note 697-107, June 1997.
      • May 1997 (Revised July 1997)
      • Case

      Vermeer Technologies (E): New Beginning

      By: Ashish Nanda
      The Vermeer team is pleasantly surprised by the benefits and hospitality that their new surroundings offer. Their happiness is tempered, however, by discomfort with some elements of the "Microsoft Way." As the Vermeer engineers embark on a punishing schedule for the... View Details
      Keywords: Performance Expectations; Horizontal Integration; Organizational Design; Organizational Culture; Product Development; Information Technology Industry
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      Nanda, Ashish, and Georgia Levenson. "Vermeer Technologies (E): New Beginning." Harvard Business School Case 397-085, May 1997. (Revised July 1997.)
      • May 1997
      • Teaching Note

      Managing Product Development: Matching Technology with Context, Instructor's Note

      By: Marco Iansiti
      This overview to Managing Product Development (MPD) both previews course material, cases, exercises, and lectures--and provides its conceptual and academic underpinnings. Additionally, this note links these materials to the activities students will be undertaking in... View Details
      Keywords: Curriculum and Courses; Product Development; Knowledge Management; Performance; Projects; Management Practices and Processes; Opportunities; Strategy; Management Analysis, Tools, and Techniques
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      Iansiti, Marco. "Managing Product Development: Matching Technology with Context, Instructor's Note." Harvard Business School Teaching Note 697-103, May 1997.
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