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Show Results For
- All HBS Web
(8,899)
- People (30)
- News (2,384)
- Research (4,720)
- Events (45)
- Multimedia (57)
- Faculty Publications (2,789)
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- August 1986 (Revised May 1993)
- Case
Rohm and Haas (A): New Product Marketing Strategy
By: V. Kasturi Rangan and Lesley Susan
Joan Macey, Rohm and Haas' market manager for Metalworking Fluid Biocides, found that sales of a new biocide, Kathon MWX, was utterly disappointing. This was all the more puzzling since sales of her other product--Kathon 886 MW, a liquid biocide used only in... View Details
Keywords: Communication Strategy; Marketing Strategy; Product Launch; Distribution; Performance; Sales
Rangan, V. Kasturi, and Lesley Susan. "Rohm and Haas (A): New Product Marketing Strategy." Harvard Business School Case 587-055, August 1986. (Revised May 1993.)
- September 2015
- Teaching Note
Eco7: Launching a New Motor Oil (Brief Case)
By: John A. Quelch and Sunru Yong
- October 1979 (Revised April 1980)
- Case
Dunkin' Donuts (D): New Product Introduction
By: Hirotaka Takeuchi
Takeuchi, Hirotaka. "Dunkin' Donuts (D): New Product Introduction." Harvard Business School Case 580-038, October 1979. (Revised April 1980.)
- 2024
- Chapter
Visionaries and Transformative Product Launches in Computing and Information Business History
By: Shane Greenstein
Greenstein, Shane. "Visionaries and Transformative Product Launches in Computing and Information Business History." In Writing Computer and Information History: Approaches, Connections, and Reflections, by William Aspray. Rowman and Littlefield, forthcoming.
- January 2009
- Teaching Note
Biocon: Launching a New Cancer Drug in India (TN)
By: Sunil Gupta and Das Narayandas
Teaching Note for [508026]. View Details
- May 2001 (Revised February 2005)
- Case
KONE: The MonoSpace Launch in Germany
By: Das Narayandas and Gordon Swartz
Focuses on the launch of a new elevator product in Germany. In 1996, global construction slumps and low differentiation among competitive offerings has led to significant price competition and margin erosion in the elevator industry. In these circumstances, KONE, one... View Details
Keywords: Machinery and Machining; Product Launch; Product Development; Construction Industry; Germany
Narayandas, Das, and Gordon Swartz. "KONE: The MonoSpace Launch in Germany." Harvard Business School Case 501-070, May 2001. (Revised February 2005.)
- February 1997 (Revised January 2002)
- Case
Launching the BMW Z3 Roadster
By: Robert J. Dolan and Susan M. Fournier
James McDowell, vice president of marketing at BMW North America, Inc., must design Phase II communication strategies for the launch of the new BMW Z3 Roadster. The program follows an "out-of-the-box" prelaunch campaign centered on the placement of the product in the... View Details
Keywords: Management Teams; Marketing Communications; Marketing Strategy; Brands and Branding; Product Launch; Product Positioning; Innovation and Invention; Auto Industry; North America
Dolan, Robert J., and Susan M. Fournier. "Launching the BMW Z3 Roadster." Harvard Business School Case 597-002, February 1997. (Revised January 2002.)
- June 1995
- Course Overview Note
Superior New Product Development Executive Course
By: Dorothy Leonard-Barton and Steven C. Wheelwright
Keywords: Product Development
Leonard-Barton, Dorothy, and Steven C. Wheelwright. "Superior New Product Development Executive Course." Harvard Business School Course Overview Note 695-084, June 1995.
- March 1996
- Case
New Product Development at Canon: The Contact Sensor Project
By: Joseph L. Bower and Michael Partington
Canon is one of the leading innovators in the world. This case describes the processes by which Canon manages the flow of ideas from basic science to new products, and how it harnesses product innovation to a strategy of diversification. View Details
Keywords: Innovation and Management; Strategic Planning; Innovation and Invention; Innovation Strategy; Management Practices and Processes; Diversification; Success; Consumer Products Industry
Bower, Joseph L., and Michael Partington. "New Product Development at Canon: The Contact Sensor Project." Harvard Business School Case 396-247, March 1996.
- December 2009
- Case
TruEarth Healthy Foods: Market Research for a New Product Introduction
By: V. Kasturi Rangan and Sunru Yong
Topics covered include: consumer marketing, market research, new product introduction, and quantitative analysis. TruEarth Healthy Foods, a maker of gourmet pastas, sauces, and meals, wants to build on its successful introduction of fresh whole grain pasta by... View Details
Keywords: Market Research; Consumer Marketing; Brands; Food; Marketing Strategy; Consumer Behavior; Forecasting and Prediction; Product Launch; Brands and Branding; Retail Industry; Food and Beverage Industry
Rangan, V. Kasturi, and Sunru Yong. "TruEarth Healthy Foods: Market Research for a New Product Introduction." Harvard Business School Brief Case 094-065, December 2009.
- July 2012
- Case
Droga5: Launching Jay-Z's Decoded
By: Anita Elberse and Kwame Owusu-Kesse
In 2010, David Droga and Andrew Essex, co-founders of advertising agency Droga5, hope to convince both John Meneilly, manager of hip-hop star Shawn Carter—better known as Jay-Z—and a partner in Carter's company Roc Nation and Yusuf Mehdi, senior vice president of... View Details
Keywords: Advertising; Advertising Campaigns; Marketing; Brands and Branding; Entertainment; Advertising Industry; Entertainment and Recreation Industry
Elberse, Anita, and Kwame Owusu-Kesse. "Droga5: Launching Jay-Z's Decoded." Harvard Business School Case 513-032, July 2012.
- 22 May 2007
- Working Paper Summaries
The Speed of New Ideas: Trust, Institutions and the Diffusion of New Products
Keywords: by Felix Oberholzer-Gee & Joel Waldfogel
- November 2003 (Revised April 2004)
- Background Note
Why Consumers Don't Buy: The Psychology of New Product Adoption
Looks at the consumer psychology of new product adoption. Identifies a key reason why consumers do not adopt innovations as quickly as developers think they should--an irrational resistance to behavioral change. Identifies strategies for firms to manage and overcome... View Details
Gourville, John T. "Why Consumers Don't Buy: The Psychology of New Product Adoption." Harvard Business School Background Note 504-056, November 2003. (Revised April 2004.)
- February 2005 (Revised November 2016)
- Background Note
Forecasting the Adoption of a New Product
By: Elie Ofek
Provides tools and methodologies that allow forecasting demand for innovative new products. Highlights the Bass model—the theory behind it and ways to determine its parameters. Provides a detailed example of how to use the Bass model to forecast demand for satellite... View Details
Keywords: Forecasting and Prediction; Innovation and Invention; Marketing; Demand and Consumers; Mathematical Methods; Competition
Ofek, Elie. "Forecasting the Adoption of a New Product." Harvard Business School Background Note 505-062, February 2005. (Revised November 2016.)
- August 1988 (Revised January 1992)
- Case
Hewlett-Packard (B): Organizing New Product Sales Channels--1987
Rangan, V. Kasturi. "Hewlett-Packard (B): Organizing New Product Sales Channels--1987." Harvard Business School Case 589-020, August 1988. (Revised January 1992.)
- March 1993 (Revised July 1994)
- Case
Gerber Products Company: Investing in the New Poland
By: Debora L. Spar
Examines Gerber Products Co.'s evaluation of Alima S.A., one of Poland's largest food processing plants, as a potential overseas investment in 1991. Factors that influenced Gerber's decision are discussed in detail: property rights, taxation issues, and Poland's... View Details
Spar, Debora L. "Gerber Products Company: Investing in the New Poland." Harvard Business School Case 793-069, March 1993. (Revised July 1994.)
- July 1993 (Revised September 1994)
- Case
Goodyear: The Aquatred Launch
By: John A. Quelch
After many years of R&D, Goodyear has developed the Aquatred, an innovative new tire. However, the tire industry has matured and evolved, raising questions concerning the Aquatred's ability to gain support from Goodyear's independent tire dealers. Students must use... View Details
Keywords: Change Management; Consumer Behavior; Distribution Channels; Brands and Branding; Innovation and Invention; Auto Industry; Rubber Industry; United States
Quelch, John A. "Goodyear: The Aquatred Launch." Harvard Business School Case 594-106, July 1993. (Revised September 1994.)
- August 1988 (Revised January 1992)
- Case
Hewlett-Packard (A): Organizing New Product Sales Channels--1986
By: V. Kasturi Rangan and Joseph G. Finegold
Rangan, V. Kasturi, and Joseph G. Finegold. "Hewlett-Packard (A): Organizing New Product Sales Channels--1986." Harvard Business School Case 589-019, August 1988. (Revised January 1992.)