Publications

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June 2010
Teaching Note

Radiant Cosmetics: What's in a Pout? (TN)

By: Robert C. Pozen and Mary Ellen Webster Hammond

Teaching Note for 310003. View Details

Keywords: Product Launch; Decisions; Brands and Branding; Distribution; Globalized Markets and Industries; Intellectual Property; Product Positioning; Marketing Strategy; Consumer Products Industry; Consumer Products Industry; France

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

December 2007 (Revised June 2010)
Case

Tascot Ties: Going Neck-and-Neck with Tradition

Keywords: Innovation and Invention; Product Launch; Problems and Challenges

November 1983 (Revised June 1985)
Case

Pepsi-Cola United Kingdom (A)

By: Benson P. Shapiro and Edward J. Hoff

On January 2, 1983 Pepsi-Cola United Kingdom had to develop a plan to defend its successful Diet Pepsi brand against the about to be introduced diet Coke. Contains useful material on competitive behavior and on U.S. versus U.K. consumer behavior. View Details

Keywords: Product Launch; Consumer Behavior; Planning; Competition; Food and Beverage Industry; United Kingdom; United States

February 1987 (Revised January 1989)
Case

SmithKline Consumer Products: The Contac Relaunch

In March 1986, a tamperer contaminated CONTAC Cold Capsules, SmithKline Consumer Product's most popular product. To relaunch CONTAC after withdrawing it from the market, the management team had to present a plan of action to the corporation board. They knew CONTAC's 25... View Details

Keywords: Safety; Crisis Management; Product Launch; Pharmaceutical Industry

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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

01 Mar 2019
News

In My Humble Opinion: Easy Rider

Before he launched Harley-Davidson in India, Anoop Prakash (MBA 2001) held business development roles in technology and was a consultant at McKinsey. He also had experience in the public sector and in the US Marine Corps. But he hadn’t... View Details

Keywords: Julia Hanna; Transportation Equipment Manufacturing; Manufacturing

September 1996 (Revised March 1999)
Case

EMDICO (B)

By: John A. Quelch

Supplements the (A) case. View Details

Keywords: Multinational Firms and Management; Emerging Markets; Product Launch; Brands and Branding; Consumer Products Industry; Consumer Products Industry; Saudi Arabia

Keywords: Technology;#239;#Consumer Products and Services (B2C);#240;#Business Products and Services (B2B);#242;#Financial Services;#43;#Healthcare

investment strategies. I have helped launch both VC funds and startups. I can help startups with: Feedback on investor deck Crafting story about value proposition, differentiation, traction Feedback on GTM strategy, branding, View Details

16 Jul 2018
Blog Post

3 Key Take-a-Ways From My Summer at Zalando

Photo Studios, Picture Post Production and the Content team. I was surprised by how many stakeholders are involved in the process of launching only a 3 day long campaign! As for my daily work, I have started... View Details

Keywords: Consumer Products / Retail

August 2003 (Revised September 2003)
Case

Tower Software

Tower Software (TS) is a publicly traded corporation engaged in multiple facets of the computer software business. Its flagship product, TS SERVE, is a successful proprietary network operating system. TS also develops and sells applications software for word... View Details

Keywords: Applications and Software; Product Launch; Web Services Industry; Information Technology Industry

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January 1997 (Revised March 1998)
Case

Oscar Mayer: Strategic Marketing Planning

By: John A. Quelch

The marketing director of Oscar Mayer faces a series of strategic marketing options regarding established and new products, including budget and capacity allocation decisions. View Details

Keywords: Decisions; Marketing Strategy; Product Launch; Product Development; Manufacturing Industry; Food and Beverage Industry; United States

October 1981 (Revised June 1985)
Case

Vicks Health Care Division: Project Scorpio (B1)

To be handed out during class discussion of the (B) case. Reveals that Vicks developed a second name and advertising positioning. Presents results of copy testing, and further test market results. Students have to choose between the two names and positionings, as well... View Details

Keywords: Product Positioning; Health Care and Treatment; Product Launch; Health Industry

October 2006 (Revised August 2007)
Case

RKS Guitars

By: Elie Ofek, Thomas J. Steenburgh, Michael I. Norton and Kerry Herman

RKS has designed a revolutionary electric guitar and needs to decide how to best market their innovation. The iconic status of existing electric guitars, and the lack of any recent radical innovations in the category, pose challenges in securing consumer adoption. If... View Details

Keywords: Innovation and Invention; Marketing Strategy; Product Launch; Consumer Behavior; Product Design; Adoption

October 1981 (Revised June 1985)
Case

Vicks Health Care Division: Project Scorpio (B)

Reveals that Vicks chose a multi-condition positioning for the product. Describes testing of name and concept, and extensively reports on a four-city test market. Students are expected to evaluate both the design and results of the test, and face options ranging from... View Details

Keywords: Product Positioning; Health Care and Treatment; Product Launch; Health Industry

December 2007 (Revised August 2014)
Case

Xanadu on Broadway

By: Anita Elberse

Can one of Hollywood's biggest flops magically turn into a Broadway hit? Xanadu, an adaptation of a 1980 Olivia Newton-John roller-disco film described by one critic as "the epic failure to end all epic failures," opened on Broadway in July 2007. Producer Rob Ahrens,... View Details

Keywords: Theater Entertainment; Product Marketing; Product Launch; Demand and Consumers; Risk and Uncertainty; Creativity; Entertainment and Recreation Industry