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

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22 Feb 2022
News

New Urban Order

standardization has been a failure mode for innovation and productivity until recently,” he observes. Yang has spent much of his career in the cleantech industry and is founder and CEO of Liatris, an eco-friendly insulation startup. He... View Details

Keywords: Kathleen Fu, Deborah Blagg, Julia Hanna, and Maureen Harmon; illustrations by; energy; environment; sustainability; entrepreneurship; Transit and Ground Passenger Transportation; Transportation; Water, Sewage and Supply Systems; Utilities; Construction of Buildings; Construction; Waste Management and Remediation Services; Corporate Services

17 Dec 2008
Lessons from the Classroom

‘Ted Levitt Changed My Life’

slaps down his papers, and fixes his audience with a piercing gaze before choosing one unfortunate soul: "Mr. Brown. Begin." Startled, Mr. Brown launches into a halting rehash of the day's assignment before he's cut short with a... View Details

Keywords: by Julia Hanna; Education; Retail

14 Jul 2020
Research & Ideas

Restarting Under Uncertainty: Managerial Experiences from Around the World

considered essential? How could employees’ safety be guaranteed? And, most recently, how can businesses preserve financial viability in the face of rapidly declining demand for products and services? The experiences we collected show... View Details

Keywords: by Raffaella Sadun, Andrea Bertoni, Alexia Delfino, Giovanni Fassio, and Mariapaola Testa

25 Aug 2022
News

Up on the Corner

for Dlodlo but also for the community leaders who have supported her progress, and who see in her the possibility of rejuvenating West Baltimore Street and its surrounding neighborhoods. That support separates her from her predecessors: Unlike many who have View Details

Keywords: Alexander Gelfand; photographed by Melissa Golden; Real Estate

15 Nov 2016
First Look

November 15, 2016

Case 517-021 Brand Portfolio Strategy and Brand Architecture While companies choose to brand their products and services in many different ways, there are some central tenets that help define an optimal brand portfolio and associated... View Details

Keywords: Sean Silverthorne

10 Jan 2017
First Look

First Look at New Research: January 10, 2017

can, under certain conditions, yield immediate post-break performance increases. We test our hypotheses using productivity data from 212 fruit harvesters collected over one harvesting season yielding nearly 250,000 truckloads of fruit... View Details

Keywords: Sean Silverthorne

02 Apr 2013
First Look

First Look: April 2

http://hbr.org/search/713405-PDF-ENG Harvard Business School Case 409-112 Lawson: Becoming the Community Store of 9,000 Japanese Communities No abstract available. Purchase this case: http://hbr.org/search/409112-PDF-ENG Harvard Business School Case 813-160 View Details

Keywords: Sean Silverthorne

06 Aug 2019
Cold Call Podcast

Super Bowl Ads Sell Products, but Do They Sell Brands?

it was an advertising bro fest, but also a reflection of the cultural norms of the time. After all, the 1960s was the dawn of the golden age of advertising when agencies were evolving from product pitchers to storytellers. That first... View Details

Keywords: Advertising; Sports; Entertainment & Recreation; Media & Broadcasting

27 Aug 2013
First Look

First Look: August 27

agricultural raw materials were safe, high quality, of consistent supply, and sustainably, ethically, and economically produced? How can the procurement process enable the small-scale producer to become a viable partner in the milk View Details

Keywords: Sean Silverthorne

Web

2024 Reunion Presentations - Alumni

the different dimensions of family wealth? Why is material wealth a blessing for some and burden for others? How can philanthropy help raise healthy, happy, and productive family members? These and other questions will be explored as we... View Details

November 1983 (Revised May 1990)
Case

Procter & Gamble Co. (B)

By: John A. Quelch

The brand assistant on H-80, a new light duty liquid detergent, has to develop a year-one national promotion plan for the new product. Illustrates one of the important tasks of a Procter & Gamble brand assistant and provides substantial information on different types... View Details

Keywords: Advertising; Product Launch; Product Marketing; Brands and Branding; Consumer Products Industry; United States

March 1991
Teaching Note

Procter & Gamble Co. (A), Teaching Note

By: Frank V. Cespedes

Teaching Note for (9-584-047). View Details

Keywords: Advertising; Brands and Branding; Product Positioning; Product Launch; Consumer Products Industry

November 1983 (Revised May 1990)
Case

Procter & Gamble Co. (A)

By: John A. Quelch

An associate advertising manager at Procter & Gamble is considering several options to strengthen the company's position in the light duty liquid detergent market. One option is to introduce a fourth Procter & Gamble brand in the category. Provides substantial... View Details

Keywords: Product Positioning; Advertising; Product Launch; Brands and Branding; Consumer Products Industry; United States

Person Page

Media

Media

This lists media reports covering my firm dollarDEX Investments or me (or my colleagues), or columns written by me (or my colleagues). There are all... View Details

June 1990
Supplement

Perrier Relaunch

By: Stephen A. Greyser and Norman Klein

Supplements Perrier Recall: A Source of Trouble. View Details

Keywords: Product Launch; Food and Beverage Industry

Find at Harvard

November 1983 (Revised December 1984)
Case

Frito-Lay, Inc.: Grandma's ""Ready-To-Eat"" Cookies

Mr. Kenneth Treece, marketing director of Frito-Lay's Grandma's (R) Cookie division has received the final test market figures for the new supermarket line of Grandma's Ready-To-Eat cookies. One set of data, the Kansas City test results, was extremely encouraging;... View Details

Keywords: Product Launch; Manufacturing Industry; Food and Beverage Industry; United States

April 2012
Case

Introducing iSnack 2.0: The New Vegemite

By: Anat Keinan, Francis Farrelly and Michael Beverland

Vegemite is an iconic Australian breakfast spread and is often seen as a quintessential Australian product. This case focuses on Kraft's decision to revitalize brand performance through the introduction of a brand extension. Drawing on extensive social media analysis... View Details

Keywords: Food; Product Launch; Conflict and Resolution; Brands and Branding; Consumer Products Industry; Consumer Products Industry

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

Profile

Jeremy Andrus

product innovation. Rick Alden had the idea that launched Skullcandy while he was riding a chairlift. His phone rang, and because he had to take off his helmet and headphones and fumble around in his jacket... View Details

Keywords: Consumer Products; Consumer Products; Consumer Products

August 1973 (Revised September 1986)
Case

DAAG Europe (A)

By: Francis Aguilar

Company must decide whether to raise prices and tighten consumer credit in light of its strategy to rationalize production, introduce a new line of model elevators and increase its market share. Points up the interrelationships of the different functional areas within... View Details

Keywords: Change; Credit; Price; Policy; Business or Company Management; Marketing Strategy; Product Launch; Business Strategy; Industrial Products Industry; Europe

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