Product Commercialization - Publications - Faculty & Research

06 Mar 2012
First Look

First Look: March 6

residential real estate and away from more productive investments. Third, the cost of professional investment management is too high, which drains talent from other industries. The financial sector could promote the health and... View Details

Keywords: Sean Silverthorne

25 Mar 2015
HBS Case

Tate’s Digital Makeover Transforms the Traditional Museum

it to target its efforts toward specific communities and around specific visitor interests based on their clicks. Tate has also experimented with monetizing digital content directly, by either charging for apps or linking content to suggested View Details

Keywords: by Michael Blanding; Education

17 Dec 2008
Lessons from the Classroom

‘Ted Levitt Changed My Life’

writing." Levitt deployed that power again and again in his books and numerous HBR articles, including "The Globalization of Markets." In it, he described "a new commercial reality—the emergence of global markets for... View Details

Keywords: by Julia Hanna; Education; Retail

02 Apr 2013
First Look

First Look: April 2

Impact Investment Omidyar Network (ON), having deployed over $500 million in ways ranging from donations to commercial equity capital, must decide whether to back Anudip, an Indian organization dedicated to rural employment. The social... View Details

Keywords: Sean Silverthorne

Web

2024 Reunion Presentations - Alumni

the different dimensions of family wealth? Why is material wealth a blessing for some and burden for others? How can philanthropy help raise healthy, happy, and productive family members? These and other questions will be explored as we... View Details

15 Nov 2016
First Look

November 15, 2016

commercialization and/or to raise substantial funding; this pattern does not hold for ventures in non-R&D–intensive sectors such as enterprise software. Our results suggest that, despite the many uncertainties associated with... View Details

Keywords: Sean Silverthorne

21 May 2013
First Look

First Look: May 21

http://hbr.org/search/113094-PDF-ENG Harvard Business School Case 613-031 Microsoft Server & Tools In 2011, Microsoft's Server & Tools Business (STB) was large, fast growing, and highly profitable on the strength of traditional packaged View Details

Keywords: Sean Silverthorne

30 Apr 2008
Sharpening Your Skills

Sharpening Your Skills: Brand Management

own money in outlets such as television commercials and billboards that are more frequently used for fast food than books. Patterson represents a supplier who builds a persistent demand and designs View Details

Keywords: by Staff; Sports; Publishing; Auto

19 Nov 2001
Research & Ideas

Alfred Chandler on the Electronic Century

public use—major new products of either consumer electronics or computer hardware with their essential software technologies. In the United States, no enterprise had the capability to commercialize new... View Details

Keywords: by Alfred D. Chandler, Takashi Hikino & Andrew Von Nordenflycht; Consumer Products; Consumer Products; Consumer Products; Consumer Products; Consumer Products

August 2009 (Revised August 2010)
Case

Calera Corporation

By: Joseph B. Lassiter III, Thomas J. Steenburgh and Lauren Barley

Brent Constantz, founder, CEO, and president of Calera Corporation, felt a surge of optimism as he gazed at the recently commissioned prototype flue gas processing line at Calera's R&D facility in Moss Landing, California. It was late May 2009, and Calera was an... View Details

Keywords: Business Startups; Entrepreneurship; Product Design; Product Development; Environmental Sustainability; Commercialization; Green Technology Industry

Citation

Find at Harvard

April 2005
Teaching Note

Boeing 787: The Dreamliner (TN)

By: Richard L. Nolan and Suresh Kotha

Teaching Note to (9-305-101). View Details

Keywords: Commercialization; Competition; Production; Transformation; Service Operations; Air Transportation Industry

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May 2022
Supplement

Borusan CAT: Monetizing Prediction in the Age of AI (B)

By: Navid Mojir and Gamze Yucaoglu

Borusan Cat is an international distributor of Caterpillar heavy machines. In 2021, it had been three years since Ozgur Gunaydin (CEO) and Esra Durgun (Director of Strategy, Digitization, and Innovation) started working on Muneccim, the company’s predictive AI tool.... View Details

Keywords: AI and Machine Learning; Commercialization; Technology Adoption; Industrial Products Industry; Turkey; Middle East

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February 2024
Teaching Note

Compass Pathways: Pioneering Psychedelic Treatment

By: Tiona Zuzul

Teaching Note for HBS Case No. 724-412. View Details

Keywords: Commercialization; Corporate Strategy; Competitive Strategy; Product Launch; Health Care and Treatment; Pharmaceutical Industry; Europe; United States; United Kingdom

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28 Nov 2007
Research & Ideas

B2B Branding: Does it Work?

cheerleader, loves the brand heritage, and is a great storyteller. The CMO sees his or her purpose as helping the CEO achieve this role. The CEO understands that building brand reputation reduces commercial risk, insulates the company in... View Details

Keywords: by John Quelch; Consumer Products

28 Nov 2016
Blog Post

Why We Recruit: Wayfair

merchandising, easy product discovery and attractive prices for over 7 million products from over 7,000 suppliers across five distinct brands: Wayfair.com, Joss & Main, AllModern, DwellStudio and Birch... View Details

Keywords: Consumer Products / Retail

12 Oct 2011
Research & Ideas

Creating Online Ads We Want to Watch

For millions of TV watchers, the commercial break is an annoyance of the past, thanks to the fast-forward button on their digital video recorders. Consequently, advertisers are turning to the web, where popular sites such as YouTube and... View Details

Keywords: by Carmen Nobel; Consumer Products

July 2002
Case

Introducing ... The XFL!

By: Susan M. Fournier, Stephen A. Greyser and Seth Schulman

When the XFL professional football league debuted on February 3, 2001, it generated a Nielsen rating of 10.1, higher than any nationally televised program in a Saturday evening time slot. The next week, ratings plummeted, and by week nine the XFL game earned the title... View Details

Keywords: Advertising; Forecasting and Prediction; Product Positioning; Consumer Behavior; Product Development; Culture; Commercialization

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Career Coach

Alan Braly

Alan (MBA ’10; SM, MIT ’11; BS, JHU ’02) has ~20 years of life sciences experience across a variety of therapeutic areas, roles, and sectors, working in product management, strategy, innovation, and product... View Details

12 Feb 2020
News

Culture Shift at Big Blue

together to grow a business.” While others have struggled, Red Hat has been a huge success in the open source business, managing to retain a careful balance between the vastly different worlds of the commercial businesses that buy their... View Details

Keywords: Computer and Electronic Product Manufacturing; Computer and Electronic Product Manufacturing