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    Gunnar Trumbull

    Gunnar Trumbull is the Phillip Caldwell Professor of Business Administration at Harvard Business School.

    Professor Trumbull’s primary area of expertise in political economy, with a focus on consumer and regulatory politics. His book Strength in... View Details

    Keywords: consumer products; consumer products; consumer products; consumer products; consumer products; consumer products; consumer products; consumer products; consumer products; consumer products
    • January 2014
    • Case

    CleanSpritz

    By: John A. Quelch and Alisa Zalosh
    Sales of CleanSpritz all-purpose cleaning spray have been steadily declining for the past five years, and management believes the decline correlates to a growing environmental concern among U.S. consumers. CleanSpritz's management is considering several options to... View Details
    Keywords: Product Positioning; Competition; Marketing Strategy; Corporate Social Responsibility and Impact; Performance Improvement; Environmental Sustainability; Product Launch; Product Development; Consumer Products Industry
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    • May 1980
    • Case

    Kendall-Vetmat

    Discusses the role of market research in a product manager's decision process. Traces the development of market research information for the introduction of a new product, and presents a manager's dilemma of receiving market data that are inconsistent with expectations... View Details
    Keywords: Decision Making; Product Launch; Product Development
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    • 10 Oct 2007
    • Research & Ideas

    “Blank” Inside: Branding Ingredients

    the quality of what's inside. We need the assurance of the Sunkist brand. A variant on this theme is ingredient branding: putting the brand of an ingredient on the outside of a product to increase its appeal. When is the provider of the... View Details
    Keywords: by John Quelch; Consumer Products; Consumer Products
    • September 2017 (Revised December 2017)
    • Case

    Hulu: Redefining the Way People Experience TV

    By: Henry W. McGee and Christine Snively
    In May 2017, Hulu CEO Mike Hopkins announced the launch of Hulu Live TV, a new offering that would "change the way people experience TV." The new service would allow consumers to bypass traditional cable and satellite delivery and use the Internet to access live... View Details
    Keywords: Television Industry; Internet; Television Entertainment; Internet and the Web; Disruptive Innovation; Competitive Strategy; Price; Media and Broadcasting Industry; Entertainment and Recreation Industry
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    • October 2021
    • Supplement

    Unshrinking the Pie: Desirée Stolar's Negotiation Saga (B)

    By: James K. Sebenius and Alex Green
    When Desirée (“Des”) Stolar’s wool sweater shrank two sizes, the Harvard Business School student worked with classmates to develop a solution that both fixed her problem and launched Unshrinkit, a successful consumer goods company with a widely-available product for... View Details
    Keywords: Bargaining; Startups; Negotiation; Contracts; Negotiation Tactics; Entrepreneurship; Business Startups; Strategy; Consumer Products Industry
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      Jeffrey J. Bussgang

      General Partner, Flybridge Capital Partners

      Former entrepreneur turned VC, HBS Senior Lecturer, author of three, dad of three, husband of one, civic leader, and fan of all Boston sports.

      Jeffrey J. Bussgang is a Senior... View Details

      • April 1995 (Revised December 1997)
      • Case

      Silicon Graphics, Inc. (A)

      By: Marco Iansiti and Ellen Stein
      Based on a Silicon Valley company that has developed the capability to compete in a rapidly growing, highly turbulent environment. This capability hinges on its flexible and rapid development process, which the case characterizes in detail. Focuses on the development... View Details
      Keywords: Product Development; Information Infrastructure; Product Launch; Managerial Roles; Expansion; Design; Applications and Software; Computer Industry; Electronics Industry; California
      Related
      • Article

      Why Every Organization Needs an Augmented Reality Strategy

      By: Michael E. Porter and James E. Heppelmann
      While the physical world is three-dimensional, most data is trapped on two-dimensional pages and screens. This gulf between the real and digital worlds prevents us from fully exploiting the volumes of information now available to us. Augmented reality (AR), a set of... View Details
      Keywords: Technological Innovation; Innovation Strategy; Organizational Change and Adaptation; Performance Effectiveness
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      • January 2020 (Revised March 2020)
      • Case

      LOLA: Do You Know What's in Your Tampon?

      By: Leonard A. Schlesinger and Aldo Sesia
      LOLA is a direct-to-consumer (DTC) business launched in 2015. What started as a company to provide women with organic and transparent material-labeled tampons via a subscription model, had, by 2019 evolved to include additional menstrual and sexual wellness products.... View Details
      Keywords: Direct-to-consumer; Channels; Disruption; Business Model; Brands and Branding; Internet and the Web; Strategy; Retail Industry; United States; Canada
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      • March 2012
      • Article

      New Project? Don't Analyze—Act

      By: Leonard A. Schlesinger, Charles F. Kiefer and Paul B. Brown
      In a predictable world, getting a new initiative off the ground typically involves analyzing the market, creating a forecast, and writing a business plan. But what about in an unpredictable environment? The authors recommend looking to those who are experts in... View Details
      Keywords: Entrepreneurship; Managing Yourself; Project Management; Project Strategy; Risk Management
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      • February 2016 (Revised February 2017)
      • Case

      Greening Walmart: Progress and Controversy

      By: Rebecca Henderson and James Weber
      In 2005, Walmart, the world’s largest retailer, launched a sustainability initiative aimed at reducing waste and making the company more environmentally and socially conscious. By 2015, the company had made progress on multiple dimensions: energy efficiency in its... View Details
      Keywords: Sustainability; Organizational Change and Adaptation; Business or Company Management; Motivation and Incentives; Reputation; Environmental Sustainability; Retail Industry; United States
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      • April 2007
      • Article

      Wintel: Cooperation and Conflict

      By: Ramon Casadesus-Masanell and David B. Yoffie
      We study competitive interactions between Intel and Microsoft, two producers of complementary products. In a system of complements, like the PC, the value of the final product depends on how well the different components work together. This, in turn, depends on the... View Details
      Keywords: Conflict and Resolution; Competition; Cooperation; Value; Performance Effectiveness; Research and Development; Motivation and Incentives; Investment; Price; Product Launch; Product
      Related
      • August 2018
      • Teaching Note

      IguanaFix

      By: Frank V. Cespedes and Thomas Eisenmann
      Teaching Note for HBS No. 817-056. IguanaFix, based in Argentina, is a platform business that connects consumers with home improvement contractors. The founders are evaluating growth options and an investment offer. The case focuses on scaling issues for a venture... View Details
      Keywords: Entrepreneurial Marketing; Home Improvement Services; Marketing Management; Scaling; Entrepreneurship; Marketing; Sales; Digital Platforms; Growth and Development Strategy
      Related
      • June 2011 (Revised April 2014)
      • Case

      sweetriot 2.0

      By: Christopher Marquis, Donna Khalife and Bobbi Thomason
      In the fall of 2010, Sarah Endline, CEO and Founder of sweetriot, an organic chocolate company, was deciding the best way to grow her organic chocolate company, while keeping her chocolate physically and conceptually on the shelf. She wanted to grow the offerings and... View Details
      Keywords: Social Entrepreneurship; Profit; Business Strategy; Business Growth and Maturation; Social Enterprise; Growth and Development Strategy; Experience and Expertise; Economic Growth; Organizational Culture; Mission and Purpose; Corporate Social Responsibility and Impact; Food and Beverage Industry; New York (state, US)
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        Managing Growth

        But marketing was important. Even if we produced the greatest drugs in the world, we’d be in trouble if we couldn’t get doctors to prescribe them or insurers to pay for them. As for our reluctance to look outside the company for ideas, I like to say that 0.1% of the... View Details
        • April 2020 (Revised May 2020)
        • Case

        NTT DOCOMO's Race to 5G

        By: Juan Alcácer, Horst Melcher and Akiko Kanno
        The case, based on extensive interviews with NTT DOCOMO’s technology leaders, focuses on the opportunities and challenges that NTT DOCOMO faces with the launch of infrastructure and services for 5G wireless telecommunication technology. With higher data rates and... View Details
        Keywords: 5G; Mobile and Wireless Technology; Product Launch; Strategic Planning; Decision Making; Strategy; Telecommunications Industry; Technology Industry
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        • July 2020
        • Case

        Kathy Fish at Procter & Gamble: Navigating Industry Disruption by Disrupting from Within

        By: Emily Truelove, Linda A. Hill and Emily Tedards
        When Kathy Fish, Procter & Gamble’s Chief Research, Development & Innovation Officer, and a 40-year company veteran, stepped into her role in 2014, she was concerned that the world’s leading consumer packaged goods company had lost its capability to produce a steady... View Details
        Keywords: Female Protagonist; Organizational Change; Organizational Behavior; Culture Change; Digital; Innovation; Lean Startup; Experimentation; Metrics; Consumer Packaged Goods (CPG); Leadership; Leading Change; Change Management; Organizational Culture; Organizational Change and Adaptation; Disruption; Innovation and Invention; Digital Transformation
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        • 15 Dec 2015
        • Blog Post

        One MBA's Path to Boston Consulting Group

        These days it seems like many MBAs are focused on launching the next big startup. Entrepreneurship is awesome but you might call me a traditionalist. Consulting was my goal for my summer internship from the start. I have always been... View Details
        Keywords: Consumer Products / Retail; Consumer Products / Retail
        • October 1971 (Revised June 1985)
        • Case

        Fisher-Price Toys, Inc.

        Reviews new product introduction and pricing decisions for a riding toy designed for preschool children. Designed to provide background in buyer behavior, market analysis, and corporate strategy. View Details
        Keywords: Corporate Strategy; Consumer Behavior; Product Launch; Consumer Products Industry
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