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

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November 1978 (Revised June 1985)
Case

Hanson Industries (B)

By: William J. Bruns Jr. and Julie H. Hertenstein

Provides a complete description of the processes used in preparing a budget (annual operating plan). Starting with basic product line decisions, management prepares a budget that integrates production and marketing within constraints of financial feasibility. The... View Details

Keywords: Production; Negotiation; Marketing; Financing and Loans; Budgets and Budgeting; Planning

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

March 2016 (Revised May 2018)
Case

Reinventing Best Buy

By: John R. Wells and Gabriel Ellsworth

On March 1, 2017, Best Buy Company, Inc., North America’s largest retailer of consumer electronics and appliances, announced a third year of comparable-store sales increases and a 20.8% increase in domestic comparable online sales. These results were in marked contrast... View Details

Keywords: Best Buy; Hubert Joly; Renew Blue; Showrooming; Webrooming; E-commerce; E-Commerce Strategy; Online Retail; Multichannel Retailing; Omnichannel; Marketplaces; Turnaround; Consumer Electronics; Consumer Electronics Accessories; Appliances; Stores-within-stores; Store Experience; Store Size; Store Pickup; Store Management; Delivery; Delivery Models; Amazon; Amazon.com; Pricing Strategy; Business Subsidiaries; Business Units; Business Growth and Maturation; Business Model; For-Profit Firms; Customer Focus and Relationships; Customer Satisfaction; Entertainment; Film Entertainment; Games, Gaming, and Gambling; Music Entertainment; Television Entertainment; Theater Entertainment; Price; Profit; Revenue; Geographic Scope; Multinational Firms and Management; Business History; Cost; Selection and Staffing; Reports; Technological Innovation; Job Cuts and Outsourcing; Human Capital; Leading Change; Business or Company Management; Goals and Objectives; Growth and Development; Growth and Development Strategy; Management Teams; Brands and Branding; Product Marketing; Consumer Behavior; Demand and Consumers; Media; Distribution; Order Taking and Fulfillment; Distribution Channels; Infrastructure; Product; Service Delivery; Service Operations; Organizational Change and Adaptation; Public Ownership; Problems and Challenges; Programs; Groups and Teams; Sales; Salesforce Management; Strategy; Adaptation; Business Strategy; Competition; Competitive Advantage; Competitive Strategy; Corporate Strategy; Expansion; Information Technology; Information Infrastructure; Information Technology; Internet and the Web; Mobile and Wireless Technology; Internet and the Web; Applications and Software; Internet and the Web; Mobile and Wireless Technology; Resource Allocation; Computer Industry; Electronics Industry; Entertainment and Recreation Industry; Information Technology Industry; Retail Industry; Service Industry; Technology Industry; Telecommunications Industry; Video Game Industry; United States; Minnesota; Minneapolis; Saint Paul; St. Paul

August 1993 (Revised October 1993)
Case

Dimensional Fund Advisors: 1993

By: Jay O. Light

A small California-based money manager is now offering specialty products for institutional investors based upon recent financial research findings. View Details

Keywords: Financial Instruments; Investment; Financial Services Industry; California

Srikant M. Datar

Srikant M. Datar became the eleventh dean of Harvard Business School on 1 January 2021. During his tenure as a faculty member, he served as Senior Associate Dean for University Affairs (including Faculty Chair of the Harvard Innovation Lab), for Research, for... View Details

Keywords: consumer products; consumer products; consumer products; consumer products; consumer products; consumer products; consumer products; consumer products; consumer products; consumer products; consumer products; consumer products; consumer products; consumer products; consumer products

February 1984 (Revised March 1991)
Case

Sof-Optics, Inc. (B)

Involves the introduction of a technology which almost completely eliminates direct labor for a major segment of the product line. The technology is unproven though, and requires managing the learning process. The teaching objective is to review the differences in... View Details

Keywords: Technology; Change Management; Production; Performance Capacity

October 1989 (Revised June 1993)
Case

Texas Eastman Co.

By: Robert S. Kaplan

The company as part of a commitment to Total Quality Management has installed a computer system that accumulates 30,000 observations on its processes every 2-4 hours. Operating people have found the monthly summaries of financial performance not too useful in this... View Details

Keywords: Quality; Information Technology; Reports; Business or Company Management

William R. Kerr

William Kerr is the D’Arbeloff Professor of Business Administration at Harvard Business School. Bill is Senior Associate Dean for Faculty Development and Research, co-director of Harvard’s Managing the Future of Work initiative, and faculty chair of the... View Details

Keywords: management consulting; management consulting; management consulting; management consulting; management consulting; management consulting; management consulting; management consulting; management consulting

December 2018 (Revised October 2020)
Case

Shiseido: Reinvesting in Brand

By: Jill Avery and Nobuo Sato

Shiseido was in the midst of a six year corporate turnaround, trying to reverse the effects of decades of under-investment in R&D and marketing which had led to a cycle of declining customer support and brand value. Would the CEO’s VISION 2020 plan, centered on four... View Details

Michael T. Moynihan

Michael Moynihan is a Lecturer of Business Administration in the Marketing Unit at Harvard Business School. Mike is currently teaching Creating Brand Value, an MBA elective course on brand strategy. He has also served as an Executive Fellow at Harvard Business... View Details

March 1992
Case

Merv Griffin's Resorts

Discusses a management team that used computer-based information to micro market and provide superior products and service in a highly competitive market. The company is a leading firm in the gaming industry, and their extensive internal systems allowed them to track... View Details

Keywords: Information Technology; Marketing

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October 1994 (Revised November 1994)
Case

Alcoma: The Strategic Use of Frozen Concentrated Orange Juice Futures

By: Ray A. Goldberg, Phil Herndon and Katherine L. Morris

Increases in orange tree production led to an orange juice surplus. How does one manage price risk in the orange juice industry under these conditions? View Details

Keywords: Hedging; Plant-Based Agribusiness; Price; Risk Management; Futures and Commodity Futures; Food and Beverage Industry

October 1991 (Revised October 2004)
Case

Hilton Manufacturing Company

By: William J. Bruns Jr.

A professional manager is hired by a small manufacturing company after the president discovers he made poor decisions. One product appears to be unprofitable, whereas the product sold in highest volume is under competitive price pressure. A crude cost accounting system... View Details

Keywords: Cost Accounting; Asset Pricing; Problems and Challenges; Risk and Uncertainty; Decisions; Governance Controls; Performance Effectiveness; Business Strategy; Two-Sided Platforms; Fair Value Accounting; Manufacturing Industry

December 1993 (Revised November 2009)
Case

Manville Corporation Fiber Glass Group (A)

By: Lynn S. Paine and Sarah Gant

Manville Corp.'s senior managers must decide how to respond to a new scientific study suggesting that fiberglass, the source of 75% of the company's profits, may be another asbestos and must act under conditions of great uncertainty. In particular, when should a... View Details

Keywords: Communication Strategy; Decision Choices and Conditions; Ethics; Health Disorders; Risk Management; Marketing Communications; Product; Corporate Social Responsibility and Impact; Safety; Consumer Products Industry; Consumer Products Industry

June 2017
Case

Harmonie Water: Refreshing the World Naturally

By: John A. Quelch and John L. Teopaco

The marketing director of Harmonie Mineral Water—the second-best selling bottled water in the world—is using findings from two project studies to assess how to establish a global brand identity for Harmonie via television advertising. He must decide what product... View Details

Keywords: Brands and Branding; Advertising; Marketing Communications; Global Strategy; Food and Beverage Industry

Video

Dr. R.S. Sodhi

Dr. R.S. Sodhi, former Managing Director of GCMMF (Amul), expresses his views on plant-based milk products and assesses the environmental sustainability of the dairy industry. View Details

March 2001 (Revised August 2003)
Case

Wilkerson Company

By: Robert S. Kaplan

The president of Wilkerson, faced with declining profits, is struggling to understand why the company is encountering severe price competition on one product line while able to raise prices without competitive response on another product line. The controller proposes... View Details

Keywords: Activity Based Costing and Management; Competition; Profit; Product; Consumer Products Industry

September 1985 (Revised September 1987)
Case

H.J. Heinz Co.: Plastic Bottle Ketchup (A)

By: John A. Quelch

The Heinz Ketchup product manager must decide whether or not to launch a new plastic bottle and, if so, what marketing program and support to place behind it. View Details

Keywords: Decisions; Food; Product Launch; Innovation and Invention; Food and Beverage Industry

February 1985 (Revised July 1986)
Case

Applichem (A)

Applichem has six plants in different countries making the same chemical product. The purpose of this case is to allow students to think about what costs are relevant to management in this process industry environment, about how to define a comparison of costs and... View Details

Keywords: Business or Company Management; Multinational Firms and Management; Performance Productivity; Operations; Performance Improvement; Chemical Industry

March 1989
Background Note

Industrial Distribution Systems

A comprehensive description of industrial distribution systems. Written from the perspective of industrial products manufacturers, concerned about building and managing channels systems for taking products from point of manufacture to point of use. Covers: 1) channels... View Details

Keywords: Distribution Channels; Industrial Products Industry; Industrial Products Industry

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