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  • All HBS Web  (2,266)
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  • All HBS Web  (2,266)
    • People  (10)
    • News  (603)
    • Research  (1,259)
    • Events  (3)
    • Multimedia  (4)
  • Faculty Publications  (784)
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  • 2025
  • Working Paper

New Product Diffusion Within Retailers: The Effect of Managerial Quality on Rollout

By: Tomomichi Amano and Jorge Tamayo
Retailers are key intermediaries through which consumers encounter innovation in the form of new products. How are these products rolled out within retailers? We observe significant variation in the availability of new products across stores in a large retail chain in... View Details
Keywords: Managerial Quality; Firm Performance; Diffusion Of Innovation; New Product Rollout; Retailing; Distribution Channels; Product Launch; Management Skills; Retail Industry; Colombia
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Amano, Tomomichi, and Jorge Tamayo. "New Product Diffusion Within Retailers: The Effect of Managerial Quality on Rollout." Harvard Business School Working Paper, No. 25-041, February 2025.
  • May 2010
  • Supplement

Alpen Bank: Launching the Credit Card in Romania, Student Spreadsheet Supplement (Brief Case)

By: V. Kasturi Rangan and Sunru Yong
Keywords: Consumer Credit; International Business; International Marketing; Product Introduction; Service Management; Product Positioning; Credit Cards; Marketing Strategy; Service Operations; Product Launch; Globalized Markets and Industries; Financial Services Industry; Romania
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Rangan, V. Kasturi, and Sunru Yong. "Alpen Bank: Launching the Credit Card in Romania, Student Spreadsheet Supplement (Brief Case)." Harvard Business School Spreadsheet Supplement 104-561, May 2010.
  • April 2021
  • Teaching Note

Thingtesting: Launching a Brand Discovery and Testing Digital Community

By: Ayelet Israeli and Jill Avery
Teaching Note for the "Thingtesting: Launching a Brand Discovery and Testing Digital Community" HBS Case No. 520-086. View Details
Keywords: Influencer Marketing; Influencers; Influencer; Monetization; Monetization Strategy; Female; Female Entrepreneur; Female Protagonist; Direct-to-consumer; Marketing; Brands and Branding; Marketing Strategy; Venture Capital; Entrepreneurship; Marketing Communications; Consumer Products Industry; Consumer Products Industry; Consumer Products Industry; London; United Kingdom; Europe; North America
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Israeli, Ayelet, and Jill Avery. "Thingtesting: Launching a Brand Discovery and Testing Digital Community." Harvard Business School Teaching Note 521-094, April 2021.
  • May 2010
  • Supplement

Alpen Bank: Launching the Credit Card in Romania, Spreadsheet Supplement for Instructors (Brief Case)

By: V. Kasturi Rangan and Sunru Yong
Keywords: Consumer Credit; International Business; International Marketing; Product Introduction; Service Management; Product Positioning; Credit Cards; Marketing Strategy; Service Operations; Product Launch; Globalized Markets and Industries; Financial Services Industry; Romania
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Rangan, V. Kasturi, and Sunru Yong. "Alpen Bank: Launching the Credit Card in Romania, Spreadsheet Supplement for Instructors (Brief Case)." Harvard Business School Spreadsheet Supplement 104-560, May 2010.
  • September 1994 (Revised October 2002)
  • Case

Citibank: Launching the Credit Card in Asia Pacific (A)

By: V. Kasturi Rangan
Consumer Bank pondered the possibilities of launching a credit card in the Asia Pacific region. The bank's New York headquarters, and several of its country managers in the region, were not enthusiastic. But others were supportive because of the opportunity to expand... View Details
Keywords: Product Launch; Service Operations; Value Creation; Customer Focus and Relationships; Trade; Business Strategy; Expansion; Laws and Statutes; Banking Industry; Asia; New York (city, NY)
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Rangan, V. Kasturi. "Citibank: Launching the Credit Card in Asia Pacific (A)." Harvard Business School Case 595-026, September 1994. (Revised October 2002.)
  • March 2011
  • Teaching Note

The CW: Launching a Television Network

By: Anita Elberse
Teaching Note for 507050. View Details
Keywords: Business Ventures; Product Launch; Television Entertainment; Telecommunications Industry
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Elberse, Anita. "The CW: Launching a Television Network." Harvard Business School Teaching Note 511-086, March 2011.
  • May 2007
  • Teaching Note

Toyota Motor Corporation: Launching Prius (TN)

By: Forest L. Reinhardt and Dennis A. Yao
Keywords: Production; Auto Industry; Green Technology Industry
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Reinhardt, Forest L., and Dennis A. Yao. "Toyota Motor Corporation: Launching Prius (TN)." Harvard Business School Teaching Note 707-558, May 2007.
  • June 1994 (Revised March 1995)
  • Background Note

New Product Commercialization: Common Mistakes

By: V. Kasturi Rangan
Addresses the common mistakes made in new product development and launch. Many times customers' and suppliers' perceptions of the degree of product/market innovation do not match. One of them may view the innovations as a "breakthrough," but the other may view it only... View Details
Keywords: Product Development; Product Launch; Problems and Challenges
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Rangan, V. Kasturi. "New Product Commercialization: Common Mistakes." Harvard Business School Background Note 594-127, June 1994. (Revised March 1995.)
  • August 1996 (Revised November 2000)
  • Case

Hewlett-Packard Co.'s Home Products Division in Europe (A)

By: Michael Y. Yoshino and Carin-Isabel Knoop
In 1995, Hewlett-Packard Home Products Division (HPD) has the assignment to make Hewlett-Packard the third major home PC player worldwide. With the U.S. launch imminent, the HPD team has to decide how to enter the European market. View Details
Keywords: Decisions; Globalization; Product Launch; Market Entry and Exit; Competition; Information Technology; Technology Industry; Europe; United States
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Yoshino, Michael Y., and Carin-Isabel Knoop. "Hewlett-Packard Co.'s Home Products Division in Europe (A)." Harvard Business School Case 397-001, August 1996. (Revised November 2000.)
  • October 2008 (Revised March 2011)
  • Case

Curled Metal Inc.—Engineered Products Division

By: Benson P. Shapiro and Frank V. Cespedes
Curled Metal Incorporated has declining sales but has developed a new product (curled metal pile driver pads) that, in field tests, deliver customer benefits that are many times CMI's manufacturing costs. Joseph Fernandez and Rajiv Sanwal of CMI's Engineered Products... View Details
Keywords: Price; Product Launch; Product Positioning; Business Strategy
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Shapiro, Benson P., and Frank V. Cespedes. "Curled Metal Inc.—Engineered Products Division." Harvard Business School Case 709-434, October 2008. (Revised March 2011.)
  • January 2011
  • Case

Clean Edge Razor: Splitting Hairs in Product Positioning

By: John A. Quelch and Heather Beckham
After three years of development, Paramount Health and Beauty Company is preparing to launch a new technologically advanced vibrating razor called Clean Edge. The innovative new design of Clean Edge provides superior performance by stimulating the hair follicles to... View Details
Keywords: Project Management; Interdepartmental Relations; Organizational Change; Organizational Change and Adaptation; Leadership; Conflict Management; Product Positioning; Marketing Strategy; Relationships; Product Development; Consumer Products Industry; Consumer Products Industry
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Quelch, John A., and Heather Beckham. "Clean Edge Razor: Splitting Hairs in Product Positioning." Harvard Business School Brief Case 114-249, January 2011.
  • February 2001 (Revised July 2001)
  • Case

Competitive Dynamics in Home Video Games (G): Launching the Sega Saturn

Outlines the events leading up to the Sega's launch of its 32-bit console named Saturn. View Details
Keywords: Competitive Strategy; Product Launch; Video Game Industry
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Coughlan, Peter J., and Deborah Freier. "Competitive Dynamics in Home Video Games (G): Launching the Sega Saturn." Harvard Business School Case 701-097, February 2001. (Revised July 2001.)
  • April 2010 (Revised November 2011)
  • Teaching Note

Soren Chemical: Why is the New Swimming Pool Product Sinking (Brief Case)

By: V. Kasturi Rangan and Sunru Yong
Teaching Note for 4190 View Details
Keywords: Marketing Mix; New Product Marketing; Pricing; Branding; Marketing Strategy; Price; Marketing Channels; Product Launch; Brands and Branding; Communication Strategy
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Rangan, V. Kasturi, and Sunru Yong. "Soren Chemical: Why is the New Swimming Pool Product Sinking (Brief Case)." Harvard Business School Teaching Note 104-190, April 2010. (Revised November 2011.)
  • 23 Apr 2012
  • Research & Ideas

How to Brand a Next-Generation Product

When Apple launched its latest iPad, experts and nonexperts alike expected it to be dubbed "iPad 3," a natural follow-on to the second-generation iPad 2. Instead, the company called the new iPad just that: "the new... View Details
Keywords: by Carmen Nobel
  • March 2013
  • Case

An Entrepreneur's New Product Development Journey

By: Elie Ofek
This case tracks the new product development process undertaken by Gauri Nanda, the founder and CEO of Nanda Home, as she ventures to innovate beyond her initial product launches. Having achieved commercial success with her first product Clocky, a roll away alarm clock... View Details
Keywords: Entrepreneurship; Decision Making; Product Development; Consumer Products Industry; Consumer Products Industry
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Ofek, Elie. "An Entrepreneur's New Product Development Journey." Harvard Business School Case 513-098, March 2013.
  • Article

Products to Platforms: Making the Leap

By: Feng Zhu and Nathan Furr
Following the path of companies such as Apple and Amazon, more and more firms are trying to become not just product purveyors but also platform providers, facilitating direct connections between customers and other groups. Although launching a platform can generate new... View Details
Keywords: Product; Digital Platforms; Expansion
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Zhu, Feng, and Nathan Furr. "Products to Platforms: Making the Leap." Harvard Business Review 94, no. 4 (April 2016): 72–78.
  • January 2019
  • Supplement

The De Beers Group: Launching GemFair for Artisanal Diamonds

By: Benjamin C. Esty and Daniel Fisher
In April 2018, the De Beers Group launched a pilot project called GemFair to create a new supply of ethically and environmentally sourced diamonds from artisanal and small-scale mines (ASM) in Sierra Leone. Whether this project would yield a meaningful supply of rough... View Details
Keywords: Diamonds; New Business; Strategy Development; Strategy Execution; Scope; ESG; Supply; Corporate Strategy; Business Strategy; Value Creation; Corporate Social Responsibility and Impact; Consumer Products Industry; Consumer Products Industry; Sierra Leone; United Kingdom
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Esty, Benjamin C., and Daniel Fisher. "The De Beers Group: Launching GemFair for Artisanal Diamonds." Harvard Business School Supplement 719-437, January 2019.
  • May 1997
  • Teaching Note

Product Development Foundations, Instructor's Note

By: Marco Iansiti
As emphasized in the course overview, excellence in product development is built on three foundations: the activities aimed at generating, retaining, and integrating knowledge. They form the critical building blocks for the conceptualization and implementation of any... View Details
Keywords: Knowledge Management; Product Launch; Infrastructure; Product Development
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Iansiti, Marco. "Product Development Foundations, Instructor's Note." Harvard Business School Teaching Note 697-105, May 1997.
  • November 1992 (Revised June 1994)
  • Case

Packaged Products Company: Handy-Pak Introduction

By: Frank V. Cespedes and Laura Goode
The product manager and the market research director for a new line of snacking nuts are reviewing options concerning the upcoming roll-out of the product. These options include changes in pricing, promotional plans, and salesforce incentives intended to build support... View Details
Keywords: Price; Marketing; Marketing Channels; Product Launch; Distribution; Planning; Research and Development; Sales; Salesforce Management; Alignment; Consumer Products Industry; Consumer Products Industry
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Cespedes, Frank V., and Laura Goode. "Packaged Products Company: Handy-Pak Introduction." Harvard Business School Case 593-057, November 1992. (Revised June 1994.)
  • March 2020
  • Case

Thingtesting: Launching a Brand Discovery and Testing Digital Community

By: Ayelet Israeli and Jill Avery
Thingtesting, a brand discovery and testing digital community devoted to uncovering and exploring direct-to-consumer brands, had just received seed funding and was contemplating a second year of growth. The new year brought many challenges, as founder Jenny Gyllander... View Details
Keywords: Influencer Marketing; Monetization; Female Ceo; Female Entrepreneur; Female Protagonist; Influencers; Influencer; Direct-to-consumer; Marketing; Brands and Branding; Marketing Strategy; Venture Capital; Entrepreneurship; Marketing Communications; Consumer Products Industry; Consumer Products Industry; Consumer Products Industry; London; United Kingdom; United States; Europe; North America
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Israeli, Ayelet, and Jill Avery. "Thingtesting: Launching a Brand Discovery and Testing Digital Community." Harvard Business School Case 520-086, March 2020.
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