Publications

August 2022 (Revised January 2025)
Case

Jackie Hu: Launching into Leadership

By: Ting Zhang and Anthony J. Mayo

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

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

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

November 1999 (Revised May 2001)
Case

AGENCY.COM (A): Launching an Interactive Service Agency

By: Ashish Nanda, Thomas J. DeLong and Scot H. Landry

Having recently launched one of Silicon Valley's first start-ups, cofounders Chan Suh and Kyle Shannon ponder whether their interactive consulting firm is prepared to bid for work from a very large client. View Details

Keywords: Business Startups; Internet and the Web; Problems and Challenges; Business Strategy; Decision Making; Entrepreneurship; Consulting Industry; Information Technology Industry

January 2025
Technical Note

Launching Tough Tech Ventures

By: Joshua Lev Krieger and Jim Matheson

July 2015 (Revised April 2016)
Case

Launching Yelp Reservations (A)

By: Michael Luca, Kevin Mohan and Patrick Rooney

This case presents a multi-party negotiation among Yelp, current partner OpenTable, and two startups in the online restaurant reservation industry. View Details

Keywords: Information Technology; Negotiation; Business Startups; Acquisition; Technology Industry; United States

July–August 2014
Article

Where to Launch in Africa?

By: Eugene F. Soltes

A case study in the management of new business enterprises in developing countries is examined. A dilemma facing a Malawian entrepreneur in whether to locate a packaging industry new business in his native Malawi or in the larger market of Nigeria is examined.... View Details

Keywords: Business Startups; Entrepreneurship; Developing Countries and Economies; Geographic Location; Decision Making; Africa

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February 2011
Teaching Note

Porsche: The Cayenne Launch (TN)

By: John Deighton and Jill Avery

Teaching Note for 511-068. View Details

Keywords: Brands and Branding; Sports; Product Development; Value; Safety; Internet and the Web; Communication Technology; Auto Industry

August 2015
Supplement

Launching Yelp Reservations (B)

By: Michael Luca, Kevin Mohan and Patrick Rooney

August 1994
Case

Launch of Q2, The

By: Jeffrey F. Rayport

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October 1996 (Revised March 1998)
Case

Schroder Ventures: Launch of the Euro Fund

By: Josh Lerner, Kate Bringham and Nick Ferguson

Schroder Ventures is considering launching a pan-European fund in response to investor demand. This will lead to changes in the interactions between the parent organization and the national affiliates. A related question is the extent to which the private equity model... View Details

Keywords: Change; Private Equity; Investment Funds; Multinational Firms and Management; Product Launch; Europe

July 1998 (Revised August 1998)
Case

Optimark: Launching a Virtual Securities Market

Bill Lupien's OptiMark Technologies, Inc., plans to launch a super-computer system in September, 1998 that he believes will release previously withheld liquidity to the securities market. While today's market matches those trades based on price and size, Lupien's... View Details

Keywords: Information Technology; Financial Markets; Product Launch; Financial Services Industry; United States

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June 2006 (Revised September 2006)
Case

S&S Podcasts: Deciding to Launch

Describes the effort by two MBA students to find an opportunity for a new venture in the burgeoning "podcast" space. View Details

Keywords: Decisions; Product Launch

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

2015
Other Teaching and Training Material

Entrepreneurship Reading: Launching Global Ventures

By: William R. Kerr

Core Curriculum in Entrepreneurship is a series of Readings that cover fundamental course material in Entrepreneurship. Readings include Interactive Illustrations which help students master complex concepts quickly.
Global ventures are those that weave... View Details

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

June 2007 (Revised March 2011)
Case

The CW: Launching a Television Network

By: Anita Elberse and S. Mark Young

In May 2006, Dawn Ostroff, president of entertainment of the newly formed CW Television Network, was faced with the task of choosing the final set of programs for the 2006 fall schedule, which she would present to advertisers at the annual "upfront" market in New York... View Details

Keywords: Advertising; Customer Relationship Management; Decision Choices and Conditions; Television Entertainment; Brands and Branding; Product Launch; Strategic Planning; Networks; Media and Broadcasting Industry