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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

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

2014
Case

Microfinance Services in Rural Areas--Farmers' Self-reliance Branch of CFPA Microfinance in Shangyi County

By: F. Warren McFarlan, Siqun Yang and Meihua Shen

Microfinance is introduced into China in the 1990s. It had gone through 3 phases since the beginning, namely the pilot phase when all Microfinance practices are sponsored by charity funds based on projects, the promotion phase when the government subsidized some... View Details

Keywords: Rural Entrepreneurship; Value Added; China; Risk Management; Microfinance; China

2014
Teaching Note

Microfinance Services in Rural Areas--Farmers' Self-reliance Branch of CFPA Microfinance in Shangyi County (TN)

By: F. Warren McFarlan, Yang Siqun and Shen Meihua

Microfinance is introduced into China in the 1990s. It had gone through 3 phases since the beginning, namely the pilot phase when all Microfinance practices are sponsored by charity funds based on projects, the promotion phase when the government subsidized some... View Details

Keywords: Microfinance; Rural Entrepreneurship; Value Added; China; China

October 2013 (Revised November 2016)
Case

Carbon Engineering

By: Joseph B. Lassiter III and Sid Misra

Dr. David Keith, President of Carbon Engineering, a company based in Calgary, Alberta, is commercializing a technology to capture carbon dioxide (CO2) from the atmosphere. The company plans to market the captured CO2 to produce low carbon transportation fuels in... View Details

September 2013 (Revised November 2015)
Case

Living Proof: Are We a Technology Company or a Beauty Company?

Jon Flint came up with the idea of a science-based beauty company while talking with his hairdresser about the problems with typical hair and skin care products. Together with a small team that included Professor Robert Langer of MIT, he committed to assemble a team... View Details

July 2013 (Revised November 2021)
Module Note

Exploration vs. Exploitation

This module note introduces James March's concept of exploration and exploitation, and the management challenge of balancing the allocation of resources to the two activities in the firm. The note also touches on the O'Reilly and Tushman paper on the ambidextrous... View Details

July 2013
Case

Novozymes: Establishing the Cellulosic Ethanol Value Chain

By: Willy Shih and Sen Chai

As the world's largest producer of industrial enzymes, Novozymes had invested heavily for many years to bio-engineer enzymes that could break down cellulose into fermentable sugar. In 2010, the company had launched what it thought would become a breakthrough product... View Details

June 2013 (Revised January 2016)
Case

Château Margaux: Launching the Third Wine

By: Elie Ofek and Eric E. Vogt

Château Margaux, one of only five prestigious estates in the Bordeaux Medoc wine region to have been classified as a "first-growth", is facing a host of strategic decisions in early 2013. Up until this point the estate had been selling two red wines, a first wine whose... View Details

Keywords: New Product Launch; Marketing Plan; Brand Management; Go To Market Strategy; Channels Of Distribution; Wine Industry; Marketing Strategy; Distribution Channels; Product Launch; Brands and Branding; Agriculture and Agribusiness Industry; Food and Beverage Industry; France

April 2013
Article

In Search of a Second Act: Riding the Popularity of a Great First Product Is Easy; Finding the Next One Is Hard

By: Elie Ofek and Jill Avery

The article presents a fictional case study on new product development and improvement after the successful launch of a first breakthrough product. Topics include business planning for brand name products, finance and investment for the development of educational toys,... View Details

Keywords: Innovation; Growth Strategy; Consumer Marketing; Marketing; Brand Management; Market Research; New Product Development; Marketing Management; Technology Commercialization; Technology; Brands and Branding; Marketing Strategy; Product Marketing; Consumer Products Industry; Consumer Products Industry; Consumer Products Industry; North and Central America; United States

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March 2013
Case

An Entrepreneur's New Product Development Journey

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

2012
Chapter

Firing Your Best Customers: How Smart Firms Destroy Relationships Using CRM

By: Jill Avery and Susan Fournier

With incidences in the 20%–25% range, the practice of firing customers has become increasingly attractive as firms try to maximize the lifetime value of their customer portfolios. This chapter traces the relationship trajectory of a 30-year customer of Filene's... View Details

Keywords: Brands; Brand Management; CRM; Customer Relationship Management; Customer Focus and Relationships; Customers; Marketing; Brands and Branding; Marketing Communications; Marketing Strategy; Consumer Products Industry

March–April 2013
Article

Vaporware, Suddenware and Trueware: New Product Preannouncements under Market Uncertainty

By: Elie Ofek and Ozge Turut

A firm may want to preannounce its plans to develop a new product in order to stimulate future demand. But given that such communications can affect rivals' incentives to develop the same new product, a firm may decide to preannounce untruthfully in order to deter... View Details

Keywords: Risk and Uncertainty; Announcements; Competition; Product Launch; Product Development

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November 2012
Case

CSIRO: The Light Metals Flagship Decision

By: Willy Shih, Margaret P. Pierson and Dawn Lau

This case explores the challenge of investing in basic research as a public good. CSIRO was Australia's leading science and research agency, and it was chartered to enhance national prosperity through R&D. Its Flagships program was designed to align research interests... View Details

Article

Exploring the Duality Between Product and Organizational Architectures: A Test of the 'Mirroring' Hypothesis

By: Alan MacCormack, Carliss Y. Baldwin and John Rusnak

A variety of academic studies argue that a relationship exists between the structure of an organization and the design of the products that the organization produces. Specifically, products tend to "mirror" the architectures of the organizations in which they are... View Details

Keywords: Organization Design; Architecture; Modularity; Open Source Software; Communication; Design; Governance; Management Practices and Processes; Open Source Distribution; Product Design; Mission and Purpose; Organizational Structure; Performance; Problems and Challenges; Behavior; Software

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August 2012 (Revised August 2024)
Case

ABC Pharmaceuticals

By: Regina E. Herzlinger and Erik R. Sparks

This case asks students to price a new drug that is in Stage II of its clinical trials. It contains detailed estimates of the time required and costs for all the steps needed to commercialize a drug in the U.S. Students will learn virtually all the steps required to... View Details

Keywords: Drug Development; Price; Product; Product Launch; Health Industry; Technology Industry; Pharmaceutical Industry

October 2011 (Revised July 2012)
Case

Boeing 737 Industrial Footprint: The Wichita Decision

By: Willy Shih and Margaret Pierson

The case examines the circumstances leading up to the Boeing Company's decision to spin-off its Wichita Division. This case is intended to be taught with two other notes: "On the Use of Capital Efficiency Metrics," HBS No. 612-034, "Modularity in Design and... View Details

Keywords: Teaching; Capital; Standards; Design; Production; Air Transportation Industry

October 2011 (Revised July 2012)
Background Note

Modularity in Design and Manufacturing: Application to Commercial Aircraft

By: Willy Shih and Margaret Pierson

The note discusses the modularization of design, and the modularization of manufacturing in the commercial aerospace industry. It is intended to be taught with the case, "Boeing 737 Industrial Footprint: The Wichita Decision," HBS No. 612-036. View Details

Keywords: Design; Production; Technology; Aerospace Industry

July 2011 (Revised August 2011)
Supplement

Renewing GE: The Africa Project (B)

By: David A. Thomas and Stephanie J. Creary

This case continues the story of the evolution of GE's business initiatives Africa. Between November 2010 and March 2011 several significant structural changes and leadership appointments were announced at GE, which reflected the company's commitment to global growth... View Details

Keywords: Organizational Change and Adaptation; Restructuring; Multinational Firms and Management; Developing Countries and Economies; Consumer Products Industry; Hong Kong; Africa; Republic of Ireland

June 2011 (Revised May 2012)
Case

Reckitt Benckiser: Fast and Focused Innovation

By: Rebecca M. Henderson and Ryan Johnson

Since its 1999 merger Reckitt Benckiser (RB), a global consumer goods company, led by its CEO Bart Becht, RB developed a reputation for rapid product innovation and industry leading profit margins. RB's stated strategy was to focus on its Powerbrands and high growth... View Details

Keywords: Mergers and Acquisitions; Global Strategy; Innovation Leadership; Leadership Style; Growth and Development Strategy; Brands and Branding; Product Development; Performance Improvement; Commercialization; Consumer Products Industry

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