Product Commercialization - Publications - Faculty & Research - Harvard Business School

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June 1987 (Revised August 1988)
Case

American Bank

By: Robert S. Kaplan

American Bank is developing a new system to compute product costs. The deregulated, more competitive environment for commercial banks has created both problems and opportunities for banking operations. In order to price existing products and assess the desirability of... View Details

Keywords: System; Consolidation; Commercial Banking; SWOT Analysis; Fair Value Accounting; Cost Management; Price; Banking Industry; North and Central America; United States

February 1995 (Revised April 1997)
Case

EG&G Rotron Division

Rotron has recently entered the commercial motor market, after many years of servicing government military contracts. Faced with fierce commercial competition, Rotron has attacked its costs and reduced its delivery times and its plants. A new crisis, however, is... View Details

Keywords: Competition; Production; Expansion; Manufacturing Industry

2012
Working Paper

When Do User Innovators Start Firms? A Theory of User Entrepreneurship

A rich and distinguished body of research has documented the importance of user innovations. For the most part, this literature has found that users innovate but do not commercialize their innovations. Instead, users benefit from using their innovations and allow... View Details

Keywords: Customers; Commercialization; Emerging Markets; Entrepreneurship; Innovation and Invention

2024
Working Paper

Catalysts for Climate Solutions: Corporate Responses to Venture Capital Financing of Climate-tech Startups

By: Shirley Lu, George Serafeim and Simon Xu

We study whether incumbent firms increase their product focus on climate solutions in response to venture capital (VC) financing of climate-tech startups. Using large language models to measure a firm's focus on climate solutions, we find that incumbents in similar... View Details

Keywords: Climate Finance; Climate Change; Technological Innovation; Entrepreneurship; Venture Capital; Private Equity; Environmental Sustainability; Business Startups

January 2014 (Revised January 2017)
Supplement

Nivea (B)

By: Karim R. Lakhani, Johann Fuller, Volker Bilgram and Greta Friar

This supplementary case follows up on an innovative R&D approach by Beiersdorf,a skin care and cosmetics company. The case relates what happened to the product launched by Beiersdorf, to its Nivea line, following the events of the A case, and how the commercial success... View Details

Keywords: Innovation; Innovation Management; Marketing; Innovation Strategy; Innovation and Management; Research and Development; Product Design; Collaborative Innovation and Invention; Consumer Products Industry; Consumer Products Industry

29 Jun 2007
First Look

First Look: June 29, 2007

market consists of two customer segments with different preferences and is characterized by positive network effects. The commercial firm makes product and pricing decisions to maximize its profit. The open... View Details

Keywords: Martha Lagace

November 2016
Supplement

Alnylam Pharmaceuticals: Building Value from the IP Estate (B)

By: Vicki Sato, Willy Shih and Matt Higgins

The leader of a pioneering biotech company in the siRNA space weighs his options for scaling production capacity in advance of an anticipated commercial launch. Operational complexity and relative merits of in-house manufacturing versus a contractor model are... View Details

Keywords: Pharmaceutical Companies; Pharmaceutical Industry; Biotech; Biotechnology; Operational Complexity; Strategy; Manufacturing; Production; Strategic Planning; Intellectual Property; Biotechnology Industry; United States

August 2017 (Revised September 2018)
Case

Accounting Turbulence at Boeing

By: Jonas Heese, Suraj Srinivasan, David Lane and James Barnett

Unlike its rival Airbus, Boeing had used a practice called program accounting to record its commercial aircraft expenses since the 1980s. Program accounting allowed Boeing to expense estimated average costs instead of the actual production costs of an aircraft. This... View Details

Keywords: Asset Recognition; Program Accounting; Airline Industry; Accounting; Production; Cost; Air Transportation Industry

March 2007 (Revised March 2007)
Case

Burt's Bees: Leaving the Hive

Rapid growth is pushing Burt's Bees' natural personal care products into mass distribution channels, with products and brand elements that are less quirky, more commercial than they used to be. Indeed, CEO John Replogle believes that by focusing on efficacious,... View Details

Keywords: Growth Management; Consumer Behavior; Asset Pricing; Entrepreneurship; Distribution Channels; Product Development; Brands and Branding; Beauty and Cosmetics Industry; United States

November 2016 (Revised April 2018)
Case

reMarkable: e-Writing the Future

By: Elie Ofek and Curtis Hsu

Magnus Wanberg is the creator of reMarkable, a breakthrough e-writer device set apart from similar products on the market by having solved the frustrating “slow ink” problem typically experienced on pen-based electronic devices, thus providing a “pen and paper” like... View Details

Keywords: Entrepreneurial Marketing; Innovation Management; Go To Market Strategy; Marketing Plan; Target Market; Digital Devices; Consumer Electronics; Forecasting; Information Technology; Marketing Strategy; Innovation and Management; Marketing Channels; Entrepreneurship; Forecasting and Prediction; Product Marketing; Product Development; Electronics Industry

October 2016 (Revised November 2018)
Case

Indigo Agriculture

By: Marco Iansiti, Michael W. Toffel and Christine Snively

Indigo Agriculture had successfully developed and launched its first commercial product, microbe-enhanced cotton seeds, on an accelerated product development timeline. In late 2016, as the company was about to launch its second product, winter wheat, the management... View Details

Keywords: Product Development; Agribusiness; Science-Based Business; Operations; Management; Agriculture and Agribusiness Industry; Technology Industry

March 2020
Case

SRS and the Defense Innovation Unit: Rethinking Procurement

By: Paul A. Gompers and David Lane

SRS and the Defense Innovation Unit (DIU) follows the process by which SRS, a lean maker of remotely-operated submersible vehicles, navigates the DIU’s acquisition process. Set up in 2015 to speed the U.S. military’s access to promising commercial technologies, the DIU... View Details

Keywords: Procurement; Defense Innovation Unit; Business Startups; Acquisition; Technological Innovation; Investment; Commercialization; United States

2019
Working Paper

Who Drives Digital Innovation? Evidence from the U.S. Medical Device Industry

By: Cirrus Foroughi and Ariel Dora Stern

Does the large-scale technological change that is characteristic of an industry-wide digital transformation entrench industry leaders or enable the rise of new entrants? We offer a novel approach to this question by studying the medical device industry, a unique... View Details

Keywords: Innovation; Medical Devices; Digitization; Medical Technology; Technological Innovation; Applications and Software; Market Entry and Exit; Industry Growth; Medical Devices and Supplies Industry; United States

January 2014 (Revised January 2017)
Case

Nivea (A)

By: Karim R. Lakhani, Johann Fuller, Volker Bilgram and Greta Friar

The case describes the efforts of Beiersdorf, a worldwide leader in the cosmetics and skin care industries, to generate and commercialize new R&D through open innovation using external crowds and "netnographic" analysis. Beiersdorf, best known for its consumer brand... View Details

Keywords: Innovation; Innovation Management; Crowdsourcing; Big Data; Innovation Strategy; Innovation and Management; Knowledge Management; Knowledge Sharing; Research and Development; Social and Collaborative Networks; Collaborative Innovation and Invention; Analytics and Data Science; Consumer Products Industry; Consumer Products Industry

January 1996
Case

Palm Computing, Inc. (A)

By: Myra M. Hart

Discusses patents, licenses, and deal making in a start-up venture. The entrepreneur, Jeff Hawkins, holds a patent on Palm Print, a pattern recognition algorithm. After licensing Palm Print to his employer, he led three years of development of commercial products for... View Details

Keywords: Intellectual Property; Patents; Agreements and Arrangements; Negotiation Deal; Business Startups; Management Teams

April 2014 (Revised March 2015)
Case

GE and the Industrial Internet

By: Karim R. Lakhani, Marco Iansiti and Kerry Herman

CEO Jeff Immelt considers whether GE is moving fast enough on its new Industrial Internet initiative. The undertaking includes building out an Industrial Internet, connecting machines and devices, collecting their data and operations, and providing services to clients... View Details

2015
Book

How the Internet Became Commercial: Innovation, Privatization, and the Birth of a New Network

By: Shane Greenstein

In less than a decade, the Internet went from being a series of loosely connected networks used by universities and the military to the powerful commercial engine it is today. This book describes how many of the key innovations that made this possible came from... View Details

January 2017
Case

Expanding Ecommerce at Technos

By: Thales Teixeira, Rohit Deshpandé, Ruth Costas and Priscilla Zogbi

Technos was the market leader in the Brazilian watch market. Its CEO had made a firm commitment to evolve the company’s marketing and commercial practices by focusing less on pushing product to retail clients and more on branding to end consumers to pull watches from... View Details

04 Jun 2012
News

Why Not Venture-Capital Philanthropy?

Research Summary

Science-Based Business and the Business of Science

By: H. Kent Bowen

Science and technology can provide strategic advantage to companies' through differentiated products and processes. The focus of our research is on unusually productive and creative labs that are the sources of breakthroughs that create platforms for sustained... View Details

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