Product Commercialization - Publications - Faculty & Research

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Dream Realities - The High Art of Photographic Advertising - Baker Library | Bloomberg Center

Commercial photographers worked their medium not only to capture the realistic elements of a subject but also to imbue it with idealized qualities. The modernist sensibility manifested itself in the creation of fractured forms and... View Details

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

Citation

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24 Apr 2014
News

Seeing glass in a new light

Rao Mulpuri (AMP 171, 2006) wants to transform the building industry by disrupting a common product: glass. View Dynamic Glass brings smart windows to buildings, and is gaining rapid adoption in North America—the California-based company sold out of View Details

10 Apr 2006
Research & Ideas

Lessons from the Browser Wars

diffused into the market. The debate was this: Did Microsoft win because its Internet Explorer was the technologically superior product to Netscape Navigator, or was Microsoft just more successful at the distribution end by convincing... View Details

Keywords: by Sara Grant; Consumer Products; Consumer Products; Consumer Products

01 Dec 2015
Research & Ideas

What to Do When Your Organization Has Dueling Missions

commercial activities? And if so, how? Addressing this question is crucial at a time like now, when an increasing number of organizations engage in hybrid organizing.” Battilana pursues that big question in a new paper, Harnessing View Details

Keywords: by Carmen Nobel

October 2003 (Revised February 2004)
Case

Strategic Inflection: TiVo in 2003 (A)

By: David B. Yoffie, Pai-Ling Yin and Christina L. Darwall

Mike Ramsey, TiVo's CEO, must decide on which direction to build the company. Facing an onslaught of new competitors, a huge opportunity in the cable industry, and the possibility of becoming the new "user interface" for TV entertainment, Ramsey must balance the... View Details

Keywords: Television Entertainment; Profit; Product Positioning; Standards; Opportunities; Commercialization; Competition; Technology Adoption; Entertainment and Recreation Industry

Citation

Educators

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sponsoring the first radio soap opera - “The Puddle Family” in 1932. In 1939, just five months after the introduction of television in the U.S., Procter & Gamble aired its first TV commercial (for Ivory soap) during the first... View Details

Keywords: Personal Care & Home Products

07 Dec 1999
Research & Ideas

Henry Heinz and Brand Creation in the Late Nineteenth Century

efficiently as possible. Increasing the company's product line was a potentially quick, inexpensive way to shape a nascent market for processed food. It was also a means, Heinz reasoned, of building the brand. In the 1870s, branding was a... View Details

Keywords: by Nancy F. Koehn

Bert S. Cross

Cross spent over 40 years with 3M and was known as a “builder of businesses.” He successfully commercialized several new product lines including Scotchlite and Thermo-Fax copying machines. During his tenure,... View Details

Keywords: Fabricated Goods

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Buy Now, Pay Later: Credit and Information Technology

and entrepreneurs. Robert Graham Dun, head of the Mercantile Agency from 1859 to his death in 1900, was one of the first to perceive the business potential of the typewriter. A commercially successful model had been in View Details

16 Aug 2006
Research & Ideas

Is MySpace.com Your Space?

is a really exciting marketing frontier, fertile with possibilities. It is a rival to paid search, and products like MySpace might conceivably evolve into something even bigger. Google's limitation as an interactive marketing medium today... View Details

Keywords: by Sean Silverthorne; Advertising; Information; Publishing

01 Jun 2010
News

Green Dreams: Eco-Friendly Countertops

commercialized it. Since then, Magagnini and Strugatz had worked tirelessly to bring the product to market, and yet they still discarded more than they successfully manufactured. Meanwhile, Magagnini had too... View Details

Keywords: Sarah Auerbach; Furniture and Related Product Manufacturing; Furniture and Related Product Manufacturing

24 Sep 2007
Research & Ideas

The FDA: What Will the Next 100 Years Bring?

facilities each year, an increasing number of which are on foreign soil. "Without the FDA, each of us would individually spend a lot more time researching where products come from and what ingredients they contain," says Harvard Business... View Details

Keywords: by Sean Silverthorne; Consumer Products; Consumer Products; Consumer Products; Consumer Products

Web

Digital Archival Resources - Edwin H. Land & Polaroid | Harvard Business School

manufacturing operations, new product development, advertising and marketing strategies, and year-end financial statements. The Dewey Library, MIT Libraries and the Thomas J. Watson Library of Business Economics, Columbia University... View Details

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A Marketing Revolution - The Art of American Advertising

time, Americans had become visually literate consumers of commercial messages. “Magazine ads took the place of trade cards within the production of advertising, as well as within the imaginations of a... View Details

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 Mar 2024
Blog Post

IFC India: Electric Mobility in India

its expanded production capacity of over 400,000 units. With 1,600 employees, the facility hosts two vehicle lines and three battery lines. Ather's success in the market, amid customer uncertainty, can be attributed to their focus on... View Details

Career Coach

Erika Osterling

Erika (HBS '09, ITESM '00) brings 20 years of experience as an operating leader and advisor. She has spent most of her career within Energy & Industrial, with additional roles in Consumer and Retail. Erika's 12+ year career at GE progressed from supply chain to... View Details

Keywords: Energy; Oil & Gas; Energy; Private Equity; Financial Services (All); Manufacturing

27 Mar 2025
Blog Post

IFC India 2025: Driving India's EV Future: Insights from Ather Scooter and Exponent Energy

Professor Vikram Gandhi’s Immersive Field Course (IFC) “Development while Decarbonizing: India’s Path to Net-Zero" delved into the critical aspect of decarbonization and sustainability goals amid India's rapid development. The course presented an opportunity for... View Details

01 Dec 2006
News

One-on-One with Jeff Hicks

554, with billings for 2006 estimated at $1 billion. The agency’s client list now includes brands such as Volkswagen, Burger King, and Virgin Atlantic, among others. “The business I loved is the business we’re in now — being completely integrated with a client’s View Details

Keywords: Julia Hanna; Advertising, Public Relations, and Related Services; Professional Services

Publications