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  • May 2013
  • Supplement

Launching Krispy Natural: Cracking the Product Management Code, Spreadsheet for Instructors (Brief Case)

By: Frank V. Cespedes and Heather Beckham
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Cespedes, Frank V., and Heather Beckham. "Launching Krispy Natural: Cracking the Product Management Code, Spreadsheet for Instructors (Brief Case)." Harvard Business School Spreadsheet Supplement 913-577, May 2013.
  • October 2018 (Revised July 2023)
  • Case

Innovation at Uber: The Launch of Express POOL

By: Chiara Farronato, Alan MacCormack and Sarah Mehta
Set in March 2018, the case follows ride-sharing company Uber as it develops and launches a new product called Express POOL. This product offers a reduced price to riders willing to carpool, walk a short distance to/from their pick-up and drop-off points, and wait a... View Details
Keywords: Innovation and Management; Innovation Leadership; Innovation Strategy; Technological Innovation; Information Technology; Mobile and Wireless Technology; Applications and Software; Digital Platforms; Decision Making; Technology Industry; California; San Francisco
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Farronato, Chiara, Alan MacCormack, and Sarah Mehta. "Innovation at Uber: The Launch of Express POOL." Harvard Business School Case 619-003, October 2018. (Revised July 2023.)
  • February 2011 (Revised December 2012)
  • Case

Porsche: The Cayenne Launch

By: John Deighton, Jill Avery and Jeffrey Fear
Can an online discussion forum supply insight into the evolution of brand meaning? In 2003 Porsche launched a sport utility vehicle, dividing Porsche purists from newcomers to the brand. Vocal members of online and offline Porsche communities ridiculed the Cayenne SUV... View Details
Keywords: Knowledge Sharing; Knowledge Use and Leverage; Risk Management; Brands and Branding; Product Launch; Product Positioning; Social and Collaborative Networks; Auto Industry
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Deighton, John, Jill Avery, and Jeffrey Fear. "Porsche: The Cayenne Launch." Harvard Business School Case 511-068, February 2011. (Revised December 2012.) (request a courtesy copy.)
  • June 2011 (Revised July 2012)
  • Case

Reversing the AMD Fusion Launch

By: Elie Ofek and Ryan Johnson
AMD management needs to make a critical decision on the launch sequence of its next-generation technology called Fusion. The Fusion processor concept merges the central and graphics processing units (CPU and GPU) onto one chip-- yielding advantages in performance... View Details
Keywords: Brands and Branding; Marketing Strategy; Product Launch; Performance Effectiveness; Strategic Planning; Competition; Value Creation; Computer Industry; Technology Industry
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Ofek, Elie, and Ryan Johnson. "Reversing the AMD Fusion Launch." Harvard Business School Case 511-036, June 2011. (Revised July 2012.)
  • December 2018
  • Case

Soybean Production in Argentina: The Duhau Group

By: José B. Alvarez and Mariana Cal
Crop-planning was affected by macroeconomic factors including international disputes, commodity prices, local tax, and agricultural policies, etc. Enrique and Alejandro Duhau, co-owners of the Duhau Group, analyzed these factors, as well as technical and financial... View Details
Keywords: Trade Negotiations; Soybeans; Production; Trading; Agribusiness; Decision Making; Plant-Based Agribusiness; Decision Choices and Conditions; Decisions; Economics; Macroeconomics; Goods and Commodities; Government and Politics; International Relations; Trade; Agriculture and Agribusiness Industry; South America; Argentina
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Alvarez, José B., and Mariana Cal. "Soybean Production in Argentina: The Duhau Group." Harvard Business School Case 519-033, December 2018.
  • May 2013
  • Supplement

Launching Krispy Natural: Cracking the Product Management Code, Spreadsheet for Students (Brief Case)

By: Frank V. Cespedes and Heather Beckham
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Cespedes, Frank V., and Heather Beckham. "Launching Krispy Natural: Cracking the Product Management Code, Spreadsheet for Students (Brief Case)." Harvard Business School Spreadsheet Supplement 913-576, May 2013.
  • 2021
  • Working Paper

Impact Accounting for Product Use: A Framework and Industry-specific Models

By: George Serafeim and Katie Trinh
This handbook provides the first systematic attempt to generate a framework and industry-specific models for the measurement of impacts on customers and the environment from use of products and services, in monetary terms, that can then be reflected in financial... View Details
Keywords: Impact Measurement; Product Impact; Customer Welfare; Environment; ESG; Product; Customers; Well-being; Environmental Sustainability; Measurement and Metrics; Accounting; Financial Statements; Analysis; Framework
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Serafeim, George, and Katie Trinh. "Impact Accounting for Product Use: A Framework and Industry-specific Models." Harvard Business School Working Paper, No. 21-141, June 2021.
  • April 1993 (Revised June 1993)
  • Case

Northern Telecom (B): The Norstar Launch

By: Robert J. Dolan
Northern Telecom has spent $50 million to develop a new family of telephone systems for small businesses. The investment proposal was justified on the basis of appreciable market share impact. Now, the project team must develop the appropriate supporting marketing... View Details
Keywords: Communication Technology; Investment; Product Launch; Product Development; Telecommunications Industry; Canada; United States
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Dolan, Robert J. "Northern Telecom (B): The Norstar Launch." Harvard Business School Case 593-104, April 1993. (Revised June 1993.)
  • November 1983 (Revised October 1989)
  • Case

Procter & Gamble Europe: Vizir Launch

By: Christopher A. Bartlett
Describes P&G's expansion in Europe, including the development of a strong country subsidiary management, responsive to local market differences. The launch of a new product presents strategic and organizational challenges as P&G considers making this their first... View Details
Keywords: Business Subsidiaries; Trade; Business or Company Management; Growth and Development Strategy; Product Launch; Emerging Markets; Organizational Design; Problems and Challenges; Expansion; Europe
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Bartlett, Christopher A. "Procter & Gamble Europe: Vizir Launch." Harvard Business School Case 384-139, November 1983. (Revised October 1989.)
  • June 2014
  • Case

Financial Policy at Apple, 2013 (A)

By: Mihir A. Desai and Elizabeth A. Meyer
By the end of 2013, Apple had $137 billion dollars in cash and marketable securities. This case explores how companies can generate such large amounts of cash and how and if they should distribute it to shareholders, especially in the face of shareholder pressure. In... View Details
Keywords: Apple; Steve Jobs; Forecast; Forecasting; Forecasting And Prediction; Shareholder Activism; Share Repurchase; Dividends; Financial Ratios; Preferred Shares; Cash Distribution; Corporate Finance; Borrowing and Debt; Financial Management; Financial Strategy; Consumer Products Industry; Consumer Products Industry; United States; Republic of Ireland
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Desai, Mihir A., and Elizabeth A. Meyer. "Financial Policy at Apple, 2013 (A)." Harvard Business School Case 214-085, June 2014.
  • October 2003 (Revised January 2005)
  • Case

Microsoft: Launching the Smart Watch

By: John T. Gourville and Christina L. Darwall
Microsoft is on the verge of launching its Smart Watch technology, which will allow specially designed watches to receive up-to-date information on sports, business, traffic, news, etc. After several years of effort and millions of dollars spent, the questions now... View Details
Keywords: Customer Focus and Relationships; Information Management; Marketing Strategy; Product Launch; Product Positioning; Product Design; Product Development; Performance Effectiveness; Partners and Partnerships; Information Technology Industry
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Gourville, John T., and Christina L. Darwall. "Microsoft: Launching the Smart Watch." Harvard Business School Case 504-004, October 2003. (Revised January 2005.)
  • November 2019
  • Supplement

Innovation at Uber: The Launch of Express POOL

By: Chiara Farronato, Alan MacCormack and Sarah Mehta
This multimedia supplement accompanies the case “Innovation at Uber: the Launch of Express POOL” (case no. 619-003). Set in March 2018, the case follows ride-sharing company Uber as it develops and launches a new product called Express POOL. This multimedia supplement... View Details
Keywords: Innovation and Management; Innovation Leadership; Innovation Strategy; Technological Innovation; Information Technology; Mobile and Wireless Technology; Applications and Software; Digital Platforms; Technology Industry; California; San Francisco
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Farronato, Chiara, Alan MacCormack, and Sarah Mehta. "Innovation at Uber: The Launch of Express POOL." Harvard Business School Multimedia/Video Supplement 620-702, November 2019.
  • November 1996 (Revised September 1997)
  • Case

BancZero New Product Development

By: Marco Iansiti and Alberto Moel
The Mexico City office of a large U.S. bank is asked by clients to develop currency swaps, a derivative financial product. This case deals with the new product development process in financial services, and the problems and issues that are raised in product development... View Details
Keywords: Product Development; Banks and Banking; Financial Instruments; Situation or Environment; Problems and Challenges; Risk and Uncertainty; Volatility; Banking Industry; Mexico City; United States
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Iansiti, Marco, and Alberto Moel. "BancZero New Product Development." Harvard Business School Case 697-044, November 1996. (Revised September 1997.)
  • April 2010 (Revised November 2011)
  • Case

Soren Chemical: Why Is the New Swimming Pool Product Sinking?

By: V. Kasturi Rangan and Sunru Yong
Topics include distribution channels, pricing, and new product marketing. Jen Moritz, the marketing manager for Soren Chemical Co. is struggling with the poor sales performance of Coracle, a new clarifier for residential swimming pools. The performance is puzzling... View Details
Keywords: Marketing Mix; New Product Marketing; Pricing; Branding; Price; Marketing Strategy; Marketing Channels; Product Launch; Brands and Branding; Communication Strategy; Chemical Industry
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Rangan, V. Kasturi, and Sunru Yong. "Soren Chemical: Why Is the New Swimming Pool Product Sinking?" Harvard Business School Brief Case 104-188, April 2010. (Revised November 2011.)
  • 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
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Rangan, V. Kasturi, and Kevin Bartus. "Millipore New Product Commercialization: A Tale of Two New Products." Harvard Business School Case 594-010, July 1993. (Revised September 1994.)
  • September 2020 (Revised May 2024)
  • Case

Hot Wheels: Launching The Mixed Play Experience

By: Elie Ofek, Andres Terech and Nicole Tempest Keller
Chris Down, Global Brand General Manager for Hot Wheels, and his team from the Advanced Play Group within Mattel, Inc., had developed an entirely new “mixed play” product experience that blended familiar Hot Wheels play in the physical world with breakthrough play in... View Details
Keywords: Toys; Go-to-market Strategy; Product Development; Technological Innovation; Product Launch; Product Positioning; Decision Making; Marketing; Strategy; Los Angeles
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Ofek, Elie, Andres Terech, and Nicole Tempest Keller. "Hot Wheels: Launching The Mixed Play Experience." Harvard Business School Case 521-017, September 2020. (Revised May 2024.)
  • March 2016
  • Case

M-Pesa: Financial Inclusion in Kenya

By: Rajiv Lal, Lisa Cox and Sarah McAra
M-Pesa, a mobile money transfer service launched in 2007 in Kenya by telecommunications company Safaricom, allowed people to send money via mobile messaging to contacts, such as friends and family, or even to pay for goods and services, such as groceries or a taxi... View Details
Keywords: Mobile Money Transfer; Market Transactions; Emerging Markets; Developing Countries and Economies; Mobile and Wireless Technology; Telecommunications Industry; Kenya
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Lal, Rajiv, Lisa Cox, and Sarah McAra. "M-Pesa: Financial Inclusion in Kenya." Harvard Business School Case 516-011, March 2016.
  • June 2023
  • Case

Launching Egypt’s First Digital Banking Platform: QNB Bebasata

By: Mark Egan, Billy Chan and Ahmed Dahawy
The leadership team at QNB Alahli, Egypt's second biggest private bank, looked back on their efforts to create a brand-new, fully digital banking platform since 2019. A digital-only banking service was unprecedented in Egypt, a country where over 90% of financial... View Details
Keywords: Digital Transformation; Banks and Banking; Innovation and Invention; Competitive Strategy; Business Model; Product Launch; Finance; Banking Industry; Egypt
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Egan, Mark, Billy Chan, and Ahmed Dahawy. "Launching Egypt’s First Digital Banking Platform: QNB Bebasata." Harvard Business School Case 223-091, June 2023.
  • March 2005 (Revised August 2007)
  • Case

Brocade: Launching the Multiprotocol Router

By: Elie Ofek and Mamoon Hamid
Brocade management is preparing for the launch of a new technology for data storage. The multiprotocol router improves on existing technology and has the potential to change the way firms design their data storage networks. Students must determine the target market for... View Details
Keywords: Customer Satisfaction; Price; Product Launch; Partners and Partnerships; Segmentation; Information Infrastructure; Technology Adoption; Information Technology Industry
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Ofek, Elie, and Mamoon Hamid. "Brocade: Launching the Multiprotocol Router." Harvard Business School Case 505-064, March 2005. (Revised August 2007.)
  • Research Summary

Anti-Competitive Financial Contracting

Joint work with Giacinta Cestone, Institut d'Analisi Economica, Barcelona

This paper presents the first model where entry deterrence takes place through financial rather than product-market channels. In standard models of the interaction between product and... View Details

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