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      • 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
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      Rangan, V. Kasturi, and Lesley Susan. "Rohm and Haas (A): New Product Marketing Strategy." Harvard Business School Case 587-055, August 1986. (Revised May 1993.)
      • May 1986 (Revised July 1995)
      • Case

      General Mills, Inc.: Yoplait Custard-Style Yogurt (A)

      By: John A. Quelch
      Yoplait's director of new product development is evaluating alternative line extensions including custard-style Yoplait. He must determine what additional research to recommend. Options include a mini-market test, a simulated test market and a fully-fledged test... View Details
      Keywords: Food; Product Development; Product Marketing; Food and Beverage Industry; United States
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      Quelch, John A. "General Mills, Inc.: Yoplait Custard-Style Yogurt (A)." Harvard Business School Case 586-087, May 1986. (Revised July 1995.)
      • May 1986
      • Supplement

      General Mills, Inc.: Yoplait Custard-Style Yogurt (B)

      By: John A. Quelch
      Yoplait's director of new product development is finalizing plans for the national introduction of custard-style Yoplait. Based on the results of a mini-market test and a BASES laboratory test market. View Details
      Keywords: Food; Product Launch; Product Development; Product Marketing; Food and Beverage Industry; United States
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      Quelch, John A. "General Mills, Inc.: Yoplait Custard-Style Yogurt (B)." Harvard Business School Supplement 586-088, May 1986.
      • April 1986 (Revised May 1988)
      • Case

      Sun Microsystems, Inc. (B)

      By: Kim B. Clark
      Dissects the manufacturing process and procedures of a high-end computer manufacturer. The main issue is how to introduce new products and ramp them up quickly in a competitive environment where time-to-market is crucial. Focuses on engineering change orders--how they... View Details
      Keywords: Factories, Labs, and Plants; Time Management; Product Launch; Production; Business Processes; Competitive Strategy; Computer Industry
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      Clark, Kim B. "Sun Microsystems, Inc. (B)." Harvard Business School Case 686-134, April 1986. (Revised May 1988.)
      • April 1986 (Revised September 1993)
      • Case

      Sun Microsystems, Inc. (A)

      By: Steven C. Wheelwright
      Sun Microsystems managers must decide whether to launch a new product into manufacturing. Teaching objectives include: 1) an analysis of the competitive environment, 2) examination of technological choices, 3) understanding of the new product development process, and... View Details
      Keywords: Decision Choices and Conditions; Product Launch; Product Development; Production; Competitive Strategy; Computer Industry
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      Wheelwright, Steven C. "Sun Microsystems, Inc. (A)." Harvard Business School Case 686-133, April 1986. (Revised September 1993.)
      • September 1985
      • Case

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

      By: John A. Quelch
      The Heinz Ketchup product manager discovers she does not have sufficient finished inventory and production capacity to meet trade demand for a new plastic bottle ketchup. Alternatives include cancelling promotion events and putting the trade on allocation. View Details
      Keywords: Distribution; Crisis Management; Innovation and Invention; Product Marketing; Food and Beverage Industry
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      Quelch, John A. "H.J. Heinz Co.: Plastic Bottle Ketchup (B)." Harvard Business School Case 586-036, September 1985.
      • 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
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      Quelch, John A. "H.J. Heinz Co.: Plastic Bottle Ketchup (A)." Harvard Business School Case 586-035, September 1985. (Revised September 1987.)
      • April 1985 (Revised October 1988)
      • Case

      Everest Computer (A): The Development of the SuperMOS Process

      By: Kim B. Clark
      The research and development lab at the semiconductor development and manufacturing facility of a computer systems manufacturer has embarked on a radically improved semiconductor manufacturing process for application in a new computer system. The case offers a detailed... View Details
      Keywords: Factories, Labs, and Plants; Governance Controls; Production; Research and Development; Hardware; Semiconductor Industry
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      Clark, Kim B. "Everest Computer (A): The Development of the SuperMOS Process." Harvard Business School Case 685-085, April 1985. (Revised October 1988.)
      • March 1985 (Revised November 1985)
      • Case

      Wilmington Tap and Die

      By: Robert S. Kaplan
      The general manager of a division manufacturing taps and dies must decide whether to continue a major capital investment program. The program was designed to replace aging mechanical machines with modern, electronically controlled equipment. A post-audit, after an... View Details
      Keywords: Capital Budgeting; Investment; Accounting Audits; Cost Management; Technological Innovation; Information Technology; Performance Productivity; Production; Management Analysis, Tools, and Techniques; Manufacturing Industry
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      Kaplan, Robert S. "Wilmington Tap and Die." Harvard Business School Case 185-124, March 1985. (Revised November 1985.)
      • 1985
      • Working Paper

      Sequential Innovation and Market Structure

      By: Jerry R. Green and Jean-Jacques Laffont
      This paper concerns the introduction of a sequence of new, higher-quality durable products in a market in which there already exists a lower-quality substitute. The product has the further attribute that a real resource cost is incurred at the time a higher-quality... View Details
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      Green, Jerry R., and Jean-Jacques Laffont. "Sequential Innovation and Market Structure." Harvard Institute of Economic Research Discussion Paper, No. 1185, October 1985.
      • September 1984
      • Case

      Henkel Corp.: International Sealants Brand SISTA (A)

      By: Robert J. Dolan
      Corporate headquarters wishes to expand sales of a sealant product currently sold only in the West German market. Regional affiliates, operating on a profit center basis, are not enthusiastic about taking on the new product. The case describes the company's... View Details
      Keywords: Marketing Strategy; Globalization; Expansion; Profit; Conflict Management; Consumer Products Industry; Consumer Products Industry; Europe; West Germany
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      Dolan, Robert J. "Henkel Corp.: International Sealants Brand SISTA (A)." Harvard Business School Case 585-099, September 1984.
      • November 1983 (Revised October 1989)
      • Case

      Procter & Gamble Europe: Vizir Launch

      By: Christopher A. Bartlett
      Describes P&G's expansion in Europe, including the development of a strong country subsidiary management, responsive to local market differences. The launch of a new product presents strategic and organizational challenges as P&G considers making this their first... View Details
      Keywords: Business Subsidiaries; Trade; Business or Company Management; Growth and Development Strategy; Product Launch; Emerging Markets; Organizational Design; Problems and Challenges; Expansion; Europe
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      Bartlett, Christopher A. "Procter & Gamble Europe: Vizir Launch." Harvard Business School Case 384-139, November 1983. (Revised October 1989.)
      • November 1983 (Revised May 1990)
      • Case

      Procter & Gamble Co. (B)

      By: John A. Quelch
      The brand assistant on H-80, a new light duty liquid detergent, has to develop a year-one national promotion plan for the new product. Illustrates one of the important tasks of a Procter & Gamble brand assistant and provides substantial information on different types... View Details
      Keywords: Advertising; Product Launch; Product Marketing; Brands and Branding; Consumer Products Industry; United States
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      Quelch, John A. "Procter & Gamble Co. (B)." Harvard Business School Case 584-048, November 1983. (Revised May 1990.)
      • June 1983 (Revised November 2001)
      • Case

      EMI and the CT Scanner (A)

      By: Christopher A. Bartlett
      Describes the development of the first CT Scanner by EMI, a company new to the medical industry, and EMI's entry into the U.S. market. The company's early success is threatened by the entry of a dozen competitors (some very large and experienced), by government... View Details
      Keywords: Governing Rules, Regulations, and Reforms; Technological Innovation; Market Entry and Exit; Industry Structures; Product Development; Medical Devices and Supplies Industry
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      Bartlett, Christopher A. "EMI and the CT Scanner (A)." Harvard Business School Case 383-194, June 1983. (Revised November 2001.)
      • June 1983 (Revised March 1985)
      • Supplement

      EMI and the CT Scanner (B)

      By: Christopher A. Bartlett
      Describes the development of the first CT Scanner by EMI, a company new to the medical industry, and EMI's entry into the U.S. market. The company's early success is threatened by the entry of a dozen competitors (some very large and experienced), by government... View Details
      Keywords: Governing Rules, Regulations, and Reforms; Technological Innovation; Market Entry and Exit; Industry Structures; Product Development; Medical Devices and Supplies Industry
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      Bartlett, Christopher A. "EMI and the CT Scanner (B)." Harvard Business School Supplement 383-195, June 1983. (Revised March 1985.)
      • May 1983 (Revised November 1987)
      • Case

      Technical Data Corp.: Business Plan

      By: William A. Sahlman
      Contains materials extracted from a business plan developed by the company in 1980. The purpose of the business plan was to raise $100,000 to finance the commencement of operations. The firm intended to provide analytical services to bond market traders. The product... View Details
      Keywords: Business Plan
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      Sahlman, William A. "Technical Data Corp.: Business Plan." Harvard Business School Case 283-073, May 1983. (Revised November 1987.)
      • March 1982 (Revised September 1985)
      • Case

      Sealed Air Corporation

      By: Robert J. Dolan
      Market leadership and technological innovation have marked Sealed Air's participation in the U.S. protective packaging market. Several small regional producers have introduced products which are less effective than Sealed Air's but similar in appearance and cheaper.... View Details
      Keywords: Product Marketing; Product; Technological Innovation; Supply and Industry; Competitive Advantage; Consumer Products Industry; United States
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      Dolan, Robert J. "Sealed Air Corporation." Harvard Business School Case 582-103, March 1982. (Revised September 1985.)
      • September 1981 (Revised August 1987)
      • Case

      CIBA-GEIGY Agricultural Division

      By: Benson P. Shapiro and Roy H. Schoeman
      In 1979 Leo Bontempo, marketing vice president of Ciba-Geigy Agricultural Division was deciding whether to purchase an $840,000 program for TeleSession. This was a marketing service designed to accelerate the adoption of new products among large innovative growers by... View Details
      Keywords: Marketing Strategy; Innovation Strategy; Communication; Agriculture and Agribusiness Industry
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      Shapiro, Benson P., and Roy H. Schoeman. "CIBA-GEIGY Agricultural Division." Harvard Business School Case 582-026, September 1981. (Revised August 1987.)
      • May 1981 (Revised May 1985)
      • Case

      MEM Co., Inc.

      By: John A. Quelch
      The President of MEM Co., Inc. is assessing the proposed introduction of a new line of men's toiletries. He also must determine the best distribution channels and the size of the product's advertising budget. View Details
      Keywords: Advertising; Distribution Channels; Budgets and Budgeting; Product Development; Beauty and Cosmetics Industry
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      Quelch, John A. "MEM Co., Inc." Harvard Business School Case 581-154, May 1981. (Revised May 1985.)
      • March 1981 (Revised February 1993)
      • Case

      Hank Kolb, Director, Quality Assurance

      By: Frank S. Leonard and W. Earl Sasser
      Designed to introduce the systemic nature of product quality and the complexity of quality problems. Uses a new director, quality assurance, and the discovery of a quality problem. The new director has to decide if it is a real problem, what to do about it, and how to... View Details
      Keywords: Leadership; Product; Organizational Culture; Problems and Challenges; Quality; Attitudes; Complexity
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      Leonard, Frank S., and W. Earl Sasser. "Hank Kolb, Director, Quality Assurance." Harvard Business School Case 681-083, March 1981. (Revised February 1993.)
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