product launch - Publications - Faculty & Research

17 Jun 2013
Research & Ideas

Advertising Symbiosis: The Key to Viral Videos

personality.” So how do firms increase the likelihood that their ads will go viral? For starters, they need to prioritize entertainment over facts and figures. To paraphrase an old campaign, these are not your father's Oldsmobile ads. "People no longer want a lot of... View Details

Keywords: by Carmen Nobel; Advertising

09 Jul 2008
Research & Ideas

Starbucks’ Lessons for Premium Brands

experience to the American mass market. Wall Street bought into the vision of Starbucks as the "third place" after home and work. New store openings and new product launches fueled the stock price.... View Details

Keywords: by John Quelch; Retail

01 Jun 2002
News

The Mind Speaks, Marketers Listen

been used by the likes of Coca-Cola, General Motors, and AT&T to craft marketing strategies. “Most new products are developed and launched using focus groups and questionnaires,” Zaltman said, “and 60 to 80... View Details

13 Mar 2019
News

The First Five Years: Sierra Smith and Taylor Wiegele (both MBA 2017)

because we wanted it to be perfect. The reality is a startup isn’t about perfection on the first try. When we launched our first product we were hawks––watching and waiting for any feedback we could get.... View Details

Michael A. Volkema

Volkema was devoted to turning the office furniture company into a profitable enterprise. Developing an extensive 12 person Executive Leadership team, Volkema redesigned HM’s core value system, launching the Blueprint for Corporate... View Details

Keywords: Fabricated Goods

03 Aug 2020
News

A Clean Start

other chemicals) from carbon dioxide. His goal was to demonstrate—through research, discovery, and good business—a new way forward in reducing CO2 emissions. The first step was to lay out the photosynthesis process in black and white on a whiteboard. Brix then began to... View Details

Keywords: Maureen Harmon

11 Apr 2020
News

Reading Together, Apart

When Max Tuchman (MBA 2012) and her cofounder launched the storybook app Caribu in 2017, they knew their product would be a hit with parents who want to be able to read with their children each night, even... View Details

Keywords: Educational Support Services; Educational Services

08 Dec 2020
Blog Post

2+2 Where Are They Now Spotlight: Brooke Carter (MBA 2019)

wanted to avoid. Where are you currently working? Can you describe your role? I am currently working as a Product Manager at Grammarly, the company behind the AI-powered writing assistant. I’ve been at the company for almost a year and... View Details

29 Mar 2023
News

Giving Hope and Comfort

Jeff Feingold (MBA 1997) launched Hope and Comfort out of his Boston-area garage in 2011 to address the issue of hygiene insecurity in Massachusetts. "If you don't have basic hygiene products, it's very hard to stay clean, healthy, and... View Details

27 Jul 2023
Blog Post

Buy big, sell small

bus to restock. Their orders are relatively small, so they can’t negotiate on prices or credit terms,” adds Shruti, who watched her uncle’s kirana go out of business years ago due to issues with pricing and product selection. ApnaKlub... View Details

01 Jun 2018
News

Digging Deep

irritation, Pieper could empathize: Having logged thousands of miles sailing in the Pacific Ocean, she knew that gear is important—that it should be portable, perform well under stress, and preferably look good. It was an aha moment that led her to View Details

Keywords: Julia Hanna

01 Jun 2012
News

Made in the USA

heavily in quality control and state-of-the-art equipment, a strategy that has helped him fend off competitors. A case in point is a Chinese company that launched a product similar to Aquamesh in 2000. “They... View Details

Keywords: Blagg, Deborah; cheese; lobster fishing; Fishing, Hunting and Trapping; Agriculture; Management of Companies and Enterprises; Management; Food Manufacturing; Manufacturing

24 Apr 2014
News

Meeting an essential health care need in India

When his mother became ill in 2008, Krishna Mahesh (MBA 2005) came face to face with India’s deep deficit of quality hospital beds. It inspired him to launch Sundaram Medical Devices, which develops high-tech, low-cost hospital beds that... View Details

24 Apr 2014
News

Mobile robots revolutionize order fulfillment

launch Kiva Systems in 2003. “We decided products that could walk and talk on their own would be the best way to solve the problem,” says Mountz, who continues as CEO of the company he sold to Amazon.com in... View Details

07 Aug 2000
Research & Ideas

Rocket Science Retailing

useful to predict sales and replenish its inventory for PCs. Buyers monitor the sales of a certain product line soon after it is launched and update their forecasts based on those observations. They expedite... View Details

Keywords: by Marshall L. Fisher, Ananth Raman & Anna Sheen McClelland; Retail

Profile

Rachel Silverstein

to wear a lot of different hats – when you're lean, it's all hands on deck. I got involved in opening a new market launching a digital app launching a meal plan subscription View Details

Keywords: Financial Services; Retail/Hospitality; CPG

01 Jun 2014
News

Case Study: A Souped-Up Strategy

Bookalokal is a social dining platform that launched in Brussels in 2012. The initial concept: Connect travelers with locals through home-cooked, gourmet meals in people's homes. Prospective diners search through Bookalokal's online... View Details

01 Apr 2002
News

Back on Course

Stephen Julius (MBA '88), who is English, and Stephen Heese (MBA '88), his Yank buddy, were classmates at HBS, divided by a common language perhaps, but united in their love of quality boats. Last year, the two men took the helm of Chris-Craft, the 128-year-old company... View Details

01 Jun 2014
News

The Digital Deck

classroom lecture. Instead, HBX will provide a unique, "digital-first" experience created with the online learner in mind. Anand is overseeing the launch of three distinct products this June, each grounded... View Details