Publications

August 1, 2015
Article

New Product Development Flexibility in a Competitive Environment

By: Janne Kettunen, Yael Grushka-Cockayne, Zeger Degraeve and Bert De Reyck

Managerial flexibility can have a significant impact on the value of new product development projects. We investigate how the market environment in which a firm operates influences the value and use of development flexibility. We characterize the market environment... View Details

Keywords: Product Development; Projects; Management Style; Situation or Environment; Innovation and Invention; Competition

October 2007 (Revised March 2009)
Case

Engineering a Renaissance: The Launch of the Harvard School of Engineering and Applied Sciences

Dean Venky of the newly launched School of Engineering and Applied Sciences is faced with a range of opportunities and challenges as he presides over the launching of a new school of engineering at Harvard University. His opportunities include an ample endowment, a... View Details

Keywords: Higher Education; Engineering; Leading Change; Product Launch; Service Operations; Organizational Change and Adaptation; Alliances; Competitive Strategy

September 2017 (Revised September 2023)
Case

Chase Sapphire: Creating a Millennial Cult Brand

By: Shelle Santana, Jill Avery and Christine Snively

The launch of the Chase Sapphire Reserve credit card was enthusiastically received by millennial consumers, a cohort that had previously eluded JPMorgan Chase and its competitors. With the one-year anniversary of the launch approaching, managers are focused on... View Details

13 Mar 2017
Research & Ideas

Hiding Products From Customers May Ultimately Boost Sales

copyright 2016 by Kris Johnson Ferreira and Joel Goh Ferreira and Goh launched the research after a conversation with an executive at flash sales boutique Rue La La, with whom Ferreira had conducted previous research on View Details

Keywords: by Carmen Nobel; Retail; Fashion

December 2009
Case

TruEarth Healthy Foods: Market Research for a New Product Introduction

By: V. Kasturi Rangan and Sunru Yong

Topics covered include: consumer marketing, market research, new product introduction, and quantitative analysis. TruEarth Healthy Foods, a maker of gourmet pastas, sauces, and meals, wants to build on its successful introduction of fresh whole grain pasta by... View Details

Keywords: Market Research; Consumer Marketing; Brands; Food; Marketing Strategy; Consumer Behavior; Forecasting and Prediction; Product Launch; Brands and Branding; Retail Industry; Food and Beverage Industry

02 Aug 2024
HBS Case

How a Mission to Cut Food Waste Launched a Multimillion-Dollar Venture

On a hectic Friday in October 2016, Josh Domingues wondered if he had made a mistake quitting the security of a well-paying job managing contracts for professional hockey players to start a new venture selling nearly expired groceries at discount prices. After all, a... View Details

Keywords: by Lane Lambert; Technology; Information Technology

October 1979 (Revised April 1980)
Case

Dunkin' Donuts (D): New Product Introduction

By: Hirotaka Takeuchi

Keywords: Product Marketing; Product Launch; Food and Beverage Industry

Find at Harvard

September 2015 (Revised March 2017)
Case

Château Margaux (Abridged)

By: Elie Ofek, Eric E. Vogt and Robert J. Dolan

Château Margaux, one of only five prestigious estates in the Bordeaux Medoc wine region to have been classified as a "first-growth", is facing a host of strategic decisions in early 2013. Up until this point the estate had been selling two red wines, a first wine whose... View Details

Keywords: New Product Launch; Marketing Plan; Brand Management; Go To Market Strategy; Channels Of Distribution; Wine Industry; Marketing; Brands and Branding; Marketing Strategy; Distribution Channels; Product Launch; Agriculture and Agribusiness Industry; Food and Beverage Industry; France

28 Jun 2021
Blog Post

Launching a Career in the COVID Economy? Here Are 5 Tips.

building and have someone to advocate for you when you aren’t in the room. Also, pick a few important meetings, such as staff retreats, to attend in person. When you are present, be extra visible by greeting as many people as you can. 4. Take ownership Although every... View Details

August 1986 (Revised May 1993)
Case

Rohm and Haas (A): New Product Marketing Strategy

By: V. Kasturi Rangan and Lesley Susan

Joan Macey, Rohm and Haas' market manager for Metalworking Fluid Biocides, found that sales of a new biocide, Kathon MWX, was utterly disappointing. This was all the more puzzling since sales of her other product--Kathon 886 MW, a liquid biocide used only in... View Details

Keywords: Communication Strategy; Marketing Strategy; Product Launch; Distribution; Performance; Sales

02 Sep 2020
News

How to Launch a New Biosciences Product: Start Small or Dive in?

10 Jan 2017
Blog Post

From Product Development to Business School

to clean it again through my novel filter. I had filed the patent. Lined up suppliers. Met the ridiculous margin requirements of a Fortune 500 company. The category was declining. Our last two product View Details

Keywords: Consumer Products / Retail; Consumer Products / Retail; Consumer Products / Retail

November 2003 (Revised April 2004)
Background Note

Why Consumers Don't Buy: The Psychology of New Product Adoption

By: John T. Gourville

Looks at the consumer psychology of new product adoption. Identifies a key reason why consumers do not adopt innovations as quickly as developers think they should--an irrational resistance to behavioral change. Identifies strategies for firms to manage and overcome... View Details

Keywords: Product Launch; Consumer Behavior; Social Psychology