Publications

2017
Working Paper

Creating the Market for Organic Wine: Sulfites, Certification, and Green Values

By: Geoffrey Jones and Emily Grandjean

This working paper examines the history of organic wine, which provides a case study of failed category creation. The modern organic wine industry emerged during the 1970s in the United States and Western Europe, but it struggled to gain traction compared to other... View Details

Keywords: Product Launch; Failure; Problems and Challenges; Complexity; Governing Rules, Regulations, and Reforms; Agriculture and Agribusiness Industry; Food and Beverage Industry

SSRN

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September 2011 (Revised August 2015)
Case

ScoreBig

By: William A. Sahlman, Jeffrey Glass and Evan W. Richardson

The founding team at ScoreBig, an event ticketing company, is on the verge of a public launch of their product. The company has made great progress in negotiating access to tickets, designing its interface, and building a proprietary architecture. For consumers,... View Details

Keywords: Business Model; Marketing Strategy; Product Launch; Business Startups; Business Strategy; Corporate Finance; Entertainment and Recreation Industry

2010
Working Paper

The Mirroring Hypothesis: Theory, Evidence and Exceptions

By: Carliss Y. Baldwin

The mirroring hypothesis predicts that the organizational patterns of a development project (e.g. communication links, geographic collocation, team and firm co-membership) will correspond to the technical patterns of dependency in the system under development. Scholars... View Details

Keywords: Infrastructure; Product Design; Organizational Design; Practice; Groups and Teams; Social and Collaborative Networks; Information Technology

June 2007 (Revised April 2010)
Case

Comcast Corporation

By: Anita Elberse and Jason Schreiber

In October 2006, Comcast executives had entered negotiations with broadcast networks to broaden the selection of free network content distributed via its video-on-demand (VOD) service. The major broadcast networks, however, were unsure of the effect it would have on... View Details

Keywords: Marketing Strategy; Product Launch; Consumer Behavior; Competitive Strategy; Technology Adoption; Media and Broadcasting Industry; Motion Pictures and Video Industry

07 Jun 2024

MS/MBA Engineering Sciences Information Session

science, or a related technical field; and have at least two years of full-time work experience, ideally in product development roles, before starting the program. View Details

February 2025
Case

Abiomed: Clinical Trials and Tribulations

By: Satish Tadikonda, Faith Robertson and William Marks

After receiving 510(k) clearance for the Impella 2.5 device, Abiomed had proceeded to conduct a premarket approval (PMA) process as well to prove clinical superiority, earn greater protection, and extend commercial runway. However, in the middle of the clinical trial... View Details

Keywords: Corporate Disclosure; Governing Rules, Regulations, and Reforms; Health Testing and Trials; Product Launch; Medical Devices and Supplies Industry

October 2010 (Revised November 2010)
Background Note

Plavix: Drugs in the Age of Personalized Medicine

By: Richard G. Hamermesh, Mara G. Aspinall and Rachel Gordon

PIavix, one of the world's best selling drugs in 2010, appears to have a limited future. Its patent was due to expire soon, and recently new data had been discovered that indicated that a small subset of the population would be at risk for stroke, heart attack, or even... View Details

Keywords: Health Care and Treatment; Product Positioning; Business and Government Relations; Genetics; Competitive Strategy; Pharmaceutical Industry

July 2010
Supplement

AdMob (B)

By: Mikolaj Jan Piskorski and David Chen

CEO is deciding between international expansion and increasing the number of publishers to strengthen the company's advantage in the mobile advertising industry. AdMob displayed advertising on global devices, and powered 6,000 websites and 1,000 applications, and... View Details

Keywords: Advertising; Capital; Global Strategy; Resource Allocation; Product Positioning; Competitive Strategy; Expansion; Mobile Technology; Advertising Industry; Telecommunications Industry

June 2010 (Revised September 2010)
Case

athenahealth: Innovating in Response to a Crisis in Healthcare

When Jonathan Bush and his partner, Todd Park, realized that their revolutionary approach to delivering clinical care was being stymied by the inefficiencies in the healthcare system and insurance red tape, they turned their proprietary technology, athenaNet, to a new... View Details

Keywords: Entrepreneurship; Health Care and Treatment; Information Management; Innovation and Invention; Brands and Branding; Product Development; Health Industry; United States

June 2010
Teaching Note

Apple Inc. in 2010 (TN)

By: David B. Yoffie

Teaching Note for 710467. View Details

Keywords: Innovation and Invention; Business Strategy; Success; Sales; Growth and Development; Competition; Product Launch; Electronics Industry; Computer Industry

January 2009
Supplement

Yieldex (B)

Yieldex CEO Tom Shields was hired by the company's technical founder, Doug Cosman, in October 2007. One of Shields' top priorities is finding a vice president of engineering to manage the company's software development efforts. Shields and Costman disagree about the... View Details

Keywords: Selection and Staffing; Applications and Software; Engineering; Decision Choices and Conditions; Product Development; Information Technology Industry

June 2001 (Revised March 2002)
Case

Ducati

Focuses on the turnaround and strategic repositioning of Ducati, an Italian maker of high-end sport motorcycles, and describes the current concerns with the growth prospects of the company. Federico Minoli, the CEO and strategic mind behind the turnaround, knew that... View Details

Keywords: Growth and Development Strategy; Competitive Strategy; Product Positioning; Management Teams; Brands and Branding; Motorcycle Industry