Publications

March 1999 (Revised June 2000)
Case

Eli Lilly: The Evista Project

By: Steven C. Wheelwright and Matt Verlinden

Describes the creation and operation of the initial two heavyweight teams for new drug development and launch. The primary focus is on one of the teams, Evista, although comparisons to the other team, Zyprexa, are included. Lilly must decide the next phase (postlaunch)... View Details

Keywords: Projects; Groups and Teams; Operations; Management Teams; Product Development; Transition; Product Design; Business Startups; Business Plan; Product Launch; Competition; Service Operations; Pharmaceutical Industry

October 2009 (Revised August 2014)
Case

Tengion: Bringing Regenerative Medicine to Life

By: Elie Ofek and Polly Ross Ribatt

Tengion is a young biotech company that is at the frontier of regenerative medicine—a nascent field that seeks to promote the creation of new cells and tissue to repair or replace tissue or organ function lost due to age, disease, damage, or congenital defects. In late... View Details

Keywords: Decision Choices and Conditions; Financial Crisis; Entrepreneurship; Health Care and Treatment; Technological Innovation; Product Launch; Product Development; Research and Development; Biotechnology Industry; United States

July 2009
Teaching Note

TH!NK: The Norwegian Electric Car Company (TN)

By: Joseph B. Lassiter III

Teaching Note for [808070]. View Details

Keywords: Venture Capital; Market Entry and Exit; Brands and Branding; Environmental Sustainability; Product Launch; Auto Industry; Norway

November 2003
Case

Procter & Gamble 2000 (B)

By: William A. Sahlman and Ryland Matthew Willis

Supplements the (A) case. View Details

Keywords: Valuation; Innovation and Management; Corporate Entrepreneurship; Mergers and Acquisitions; Product Launch; Corporate Finance; Retail Industry

25 Feb 2020
News

Case Study: The Credit Bureau

build. The third option is a hybrid approach, where Mobley fine-tunes the brand and product and at the same time starts that B2B2C channel in an effort to leverage both. Which route should they pursue: D2C, B2B2C, or both? The Answers: I... View Details

Keywords: Jen McFarland Flint; Real Estate

November 1993 (Revised March 1994)
Supplement

Erik Peterson (E)

By: John J. Gabarro

Presents the final outcome of the events. The William Jurgens case presents a description from the corporation president's point of view of the series of events (as reported in the Erik Peterson (A), (B), (C), and (D) cases). The Jurgens case can be assigned with Erik... View Details

Keywords: Leadership; Business or Company Management; Product Launch; Outcome or Result; Problems and Challenges; Behavior; Perspective

29 Oct 2008
Research & Ideas

The Next Marketing Challenge: Selling to ’Simplifiers’

sales depend on two things: the launch of new, higher-priced, higher-featured, often customized products that persuade consumers to trade in their existing appliances before they break down (think... View Details

Keywords: by John Quelch; Consumer Products; Consumer Products; Consumer Products

December 1999
Case

Agrochemicals at Ciba-Geigy AG (A)

By: Michael L. Tushman, Wendy Smith and Daniel Radov

After spending five years to develop a revolutionary product, the director of Ciba-Geigy's fungicide research department is handed an unfavorable market study. The case details the R&D process for the new product, including information on corporate partnerships,... View Details

Keywords: Agribusiness; Plant-Based Agribusiness; Research and Development; Innovation and Invention; Innovation Strategy; Product Launch; Marketing Channels; Change Management; Product Development; Business Processes; Organizational Structure; Corporate Accountability; Agriculture and Agribusiness Industry; Pharmaceutical Industry

Find at Harvard

10 Apr 2013
News

Tapped In

company's work with the resin that he discovered an opportunity for a unique social enterprise project. Called Green and Tapped Indian Community and launched in 2010, the program works with indigenous Mexican populations to plant new pine... View Details

Keywords: pine resin; Wood Product Manufacturing; Wood Product Manufacturing; Wood Product Manufacturing; Wood Product Manufacturing

03 Jun 2020
Blog Post

Jeff Surette and Mike Peters: A Winning Team at TB12

were looking to build the company into a sustainable health and wellness business, round out product offerings, upgrade ecommerce merchandising, and build out the team to support these goals,” says Peters. The HBS Advantage To make the... View Details

Keywords: Consumer Products / Retail

January 2008 (Revised November 2009)
Case

Linear Air: Creating the Air Taxi Industry

Linear Air is an air taxi start-up established to take advantage of the emergence of Very Light Jets, which incorporate new technology that cuts jet operating costs by about 40%. Air taxis could make use of the 5400 smaller regional airports throughout the US,... View Details

Keywords: Business Model; Business Startups; Entrepreneurship; Disruptive Innovation; Product Launch; Industry Structures; Competition; Air Transportation Industry

29 Aug 2024
Research & Ideas

Shoot for the Stars: What to Know About the Space Economy

shuttle. “If you look at the area of space getting the most attention―manufacturing of launch vehicles and satellites―its growth is in fact quite strong.” What’s changed over the past couple decades is that the government-led model, which... View Details

Keywords: by Kara Baskin; Aerospace

November 2016 (Revised November 2016)
Case

Radial Analytics Probes Post-Acute Care

By: Richard G. Hamermesh and Olivia Hull

Thaddeus Fulford-Jones and Eric Weiss, founders of healthcare technology startup Radial Analytics, have been busy developing a software program designed to save hospitals money and improve patient outcomes by producing customized care plans for patients leaving the... View Details

Keywords: Electronic Medical Records; Electronic Health Records; Data Science; Entrepreneurship; Health Care and Treatment; Business Model; Business Startups; Innovation and Invention; Growth Management; Marketing Strategy; Product Launch; Product Positioning; Science-Based Business; Business Strategy; Health Industry; Technology Industry; Cambridge; Massachusetts

April 2009
Teaching Note

First National Bank's Golden Opportunity (TN)

By: Shawn A. Cole

Teaching Note for [208072]. View Details

Keywords: Saving; Product; Interest Rates; Personal Finance; Cost vs Benefits; Risk and Uncertainty; Investment; Problems and Challenges; Demand and Consumers; Product Launch; Banks and Banking; Banking Industry; South Africa

Web

Tulsi Patel | MBA

women in high school can mentor elementary school girls in programming and robotics. Launching and leading these endeavors helped me realize that while technology alone is powerful, business strategy and planning can help make any venture... View Details

Rose Totino

Using her car as collateral, Totino secured a $1,500 loan to launch a pizza take-out restaurant in Minnesota. Since pizza was so new, Totino also had to bring samples of her product to the loan committee to... View Details

Keywords: Food & Tobacco

11 Apr 2017
Blog Post

Why I Love My Job: Andrew Grochal on His Path to CarGurus

Current Position: Director of Product Management, CarGurus Current Location: Cambridge, MA Describe your role at CarGurus.CarGurus is an automotive search engine, helping buyers (consumers) find great deals from top-rated dealers. I focus... View Details

Keywords: Technology

28 May 2019
News

Case Study: Building the Base

initial step in his quest to help readers—particularly millennials and Gen Zers—better understand how the news is spun. The company’s launch product is a free daily newsletter that aggregates headlines from... View Details

Keywords: Jen McFarland Flint; News, Library, Internet, and Other Services; Information

August 2010 (Revised July 2011)
Supplement

Erik Peterson at Biometra (E)

By: John J. Gabarro, Thomas J. DeLong and Jevan Soo

Presents the final outcome of the events. The Richard Jenkins at SciMat case presents a description from the executive vice-president's point of view of the series of events as reported in the Erik Peterson at Biometra (A), (B), (C), and (D) cases. The Jenkins at... View Details

Keywords: Decision Choices and Conditions; Leadership; Business or Company Management; Management Succession; Product Launch; Outcome or Result; Problems and Challenges; Behavior; Perspective