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  • January 1983 (Revised September 1983)
  • Case

E.T. Phone Home, Inc.: Forecasting Business Demand

By: John F. Cady and Frank V. Cespedes
Describes a process for forecasting market demand for an emerging technology--cellular radio. The student must critically evaluate the demand model and the market estimates, and modify them as appropriate in order to develop a marketing plan and budget. View Details
Keywords: Budgets and Budgeting; Forecasting and Prediction; Marketing Strategy; Demand and Consumers; Business Processes; Technology
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  • May 2019
  • Case

Whiskey and Cheddar: Ingredient Branding at the Caesan Cheese Cooperative (Brief Case)

By: John A. Quelch and Katherine B. Hartman
The Caesan Cheese Cooperative is considering introducing a new high-quality, high-margin artisan whiskey cheddar cheese. Deidra Kelly, vice president of marketing and product development at Caesan, must recommend to the Board of Directors whether to launch the product... View Details
Keywords: Brands and Branding; Product Development; Management; Product Marketing; Product Positioning; Marketing Strategy; Partners and Partnerships; Food and Beverage Industry
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  • 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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  • October 1990 (Revised August 2009)
  • Case

Cambridge Software Corporation

Cambridge Software Corp. must decide whether or not to offer multiple versions of a new software product. The firm has identified five market segments for the software and is deciding which, if any, of three product versions (a high end "industrial" version, a... View Details
Keywords: Software; Decision Making; Product Marketing; Information Technology Industry
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  • February 2001 (Revised September 2005)
  • Case

Howard Schultz and Starbucks Coffee Company

By: Nancy F. Koehn
Investigates the entrepreneur's strategic initiatives to develop a mass market for specialty coffee in the 1980s and 1990s. These initiatives included the development of premium products, rapid expansion of company-owned stores--each with attractive retail environments... View Details
Keywords: Entrepreneurship; Groups and Teams; Brands and Branding; Growth Management; Employee Relationship Management; Consumer Behavior; Organizational Design; Leadership Style; Customer Relationship Management; Competitive Advantage; Vertical Integration; Food and Beverage Industry
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  • April 2001 (Revised August 2001)
  • Case

Color Kinetics Incorporated (A)

By: Das Narayandas and Mary N. Caravella
Two-year-old start-up Color Kinetics has developed unique colored lighting technology using digitally controlled LEDs, and has developed that technology into a successful line of products for its first targeted market of "retailtainment." Now in November 1999, the... View Details
Keywords: Business Startups; Growth and Development; Management Teams; Marketing Strategy; Product Launch; Market Entry and Exit; Business Strategy; Corporate Strategy; Electronics Industry
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    Stuti Agarwal

    Stuti is a PhD student in Consumer Behavior at Harvard Business School. She completed her Bachelors in Economics and Psychology from Boston University in 2019 and went on to complete her MPS in Applied Economics and Management from Cornell University in 2020. She... View Details

      Asim I. Khwaja

      Asim Ijaz Khwaja is the Director of the Center for International Development and the Sumitomo-Foundation for Advanced Studies on International Development Professor of International Finance and Development at the Harvard Kennedy School, and co-founder of the View Details

      • October 1981 (Revised June 1985)
      • Case

      Vicks Health Care Division: Project Scorpio (A)

      The Vicks Health Care Division lacks a solid form entry in the OTC colds care category and has developed a "me-too" product. The main issues are whether there is an opportunity for the product, and, if so, how it should be positioned. Main teaching objectives are to... View Details
      Keywords: Product Positioning; Health Care and Treatment; Product Launch; Market Participation; Health Industry
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      • May 2007 (Revised April 2008)
      • Case

      Tiger-Tread

      By: Rohit Deshpande and Richard Cardozo
      Describes an innovative product launch for which a marketing plan and a breakeven analysis are needed. To introduce students to breakeven analysis and the essentials of developing a marketing plan. View Details
      Keywords: Forecasting and Prediction; Innovation and Invention; Product Launch; Planning
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      • Research Summary

      Overview

      By: Mattias E. Fibiger
      Professor Fibiger conducts research on twentieth-century international history, focusing primarily on political economy and international relations in Southeast Asia.

      Professor Fibiger's first book is entitled Suharto's Cold War: Indonesia, Southeast... View Details
      Keywords: Authoritarianism; Political Economy; Foreign Aid; Foreign Direct Investment; Foreign Policy; Southeast Asia; United States; Finance; International Economy; International Capital Markets; History; International Relations; National Security; Government and Politics; Development Economics; Southeast Asia; United States; Indonesia; Philippines; Malaysia; Singapore

        Frank V. Cespedes

        Frank Cespedes is Senior Lecturer in the Entrepreneurial Management Unit. He received his B.A. from the City College of New York, M.S. from M.I.T. and Ph.D. from Cornell University.

        At Harvard, he has developed and taught a variety of MBA and executive... View Details

        • June 1999 (Revised May 2001)
        • Case

        CardioThoracic Systems

        CardioThoracic Systems, a company that has developed a new system for performing heart surgery on a beating heart, is facing marketing challenges. Discusses the numerous reasons for the system's low penetration (including existing techniques, surgeon resistance, and a... View Details
        Keywords: Problems and Challenges; Technological Innovation; Situation or Environment; Marketing Strategy; Sales; Health Care and Treatment; Technology Industry; Health Industry; Medical Devices and Supplies Industry; United States
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        • May 1980
        • Case

        Kendall-Vetmat

        Discusses the role of market research in a product manager's decision process. Traces the development of market research information for the introduction of a new product, and presents a manager's dilemma of receiving market data that are inconsistent with expectations... View Details
        Keywords: Decision Making; Product Launch; Product Development
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        • March 1999 (Revised January 2000)
        • Background Note

        A Note on Microeconomics for Strategists

        By: Kenneth S. Corts and Jan W. Rivkin
        Summarizes the core ideas about the microeconomics of markets that are most relevant to business strategy. Sections I and II develop two basic building blocks of any market, demand and supply. Section II discusses how demand and supply interact to determine the... View Details
        Keywords: Microeconomics; Cost; Cost of Capital; Market Entry and Exit; Business Strategy; Competition; Corporate Strategy
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        • 16 Jan 2006
        • Research & Ideas

        What Customers Want from Your Products

        understand each of these dimensions, then they can design a product that's precisely targeted to the job. In other words, the job, not the customer, is the fundamental unit of analysis for a marketer who hopes to View Details
        Keywords: by Clayton M. Christensen, Scott Cook & Taddy Hall; Consumer Products
        • September 2018
        • Case

        Hunley, Inc.: Casting for Growth

        By: John A. Quelch and James T. Kindley
        Hunley, Inc. manufactures rods for the niche sport of fly fishing. It specializes in freshwater rods that are perceived as "middle-market" products, targeted at "avid" fly fishers. In the face of declining revenue and a decreasing price per unit sold, the company's... View Details
        Keywords: Growth and Development Strategy; Marketing Strategy; Decision Choices and Conditions; Sports; Marketing Channels; Distribution Channels
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        • May 2016
        • Case

        The Inexorable Rise of Walmart? 1988—2016

        By: John R. Wells and Gabriel Ellsworth
        In October 2015, Walmart surprised investors by announcing that it expected flat sales growth for 2015 and growth of only 3% to 4% over the coming three years. Profits would also fall due to significant investments in people and technology. The company’s stock price... View Details
        Keywords: Asda; Costco; David Glass; Convenience Stores; Discount Retailing; Dollar Stores; Doug McMillon; E-commerce; Online Retail; General Merchandise; Grocery; Lee Scott; Mike Duke; Multichannel Retailing; Omnichannel; Neighborhood Market; Sam Walton; Sam's Club; Store Formats; Supercenter; Supermarket; Warehouse Clubs; Merchandising; Walmart; Wal-Mart; Globalized Firms and Management; Competitive Strategy; Corporate Strategy; Growth and Development Strategy; Business Units; Business Divisions; Business Growth and Maturation; Business Model; Business Organization; For-Profit Firms; Film Entertainment; Television Entertainment; Banks and Banking; Price; Profit; Revenue; Food; Global Range; Cross-Cultural and Cross-Border Issues; Global Strategy; Business History; Compensation and Benefits; Employees; Human Capital; Labor Unions; Wages; Business or Company Management; Goals and Objectives; Management Succession; Brands and Branding; Product Positioning; Distribution; Supply Chain; Supply Chain Management; Public Ownership; Problems and Challenges; Labor and Management Relations; Strategy; Adaptation; Business Strategy; Competition; Competitive Advantage; Diversification; Expansion; Segmentation; Information Technology; Internet; Mobile Technology; Online Technology; Web; Web Sites; Retail Industry; Food and Beverage Industry; Distribution Industry; Banking Industry; United States; Arkansas; Bentonville
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        • May 2017 (Revised November 2017)
        • Teaching Note

        BrightStar Care: The Evolution of a Leadership Team

        By: Boris Groysberg, Colleen Ammerman and Olivia Hull
        Teaching Note for HBS No. 417-020. View Details
        Keywords: Health Care Services; Entrepreneurs; Board Of Directors; Boards Of Directors; Health Care Industry; Growth Strategy; Organizational Change; Brand Positioning; Entrepreneurial Organizations; Entrepreneurial Management; Franchising; Family-owned Business; Home Health Care; Managing Growth; Management Styles; Organizational Development; Talent Management; Women Executives; Women And Leadership; Business Startups; Family Business; Small Business; Talent And Talent Management; Governing And Advisory Boards; Health Care And Treatment; Human Capital; Leadership Development; Leadership Style; Business Or Company Management; Growth And Development Strategy; Management Analysis, Tools, And Techniques; Management Skills; Management Style; Management Succession; Management Systems; Management Teams; Brands And Branding; Marketing Strategy; Strategy; Health Industry
        Related
        • December 1998
        • Supplement

        Vermeer Technologies: Realizing the Dream

        By: Ashish Nanda
        The Vermeer team discusses the organizational and strategic challenges they confront as product development and marketing proceed at the breakneck pace of "Internet time." View Details
        Keywords: Product Development; Product Marketing
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