New Product Diffusion - Publications - Faculty & Research - Harvard Business School

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July 2016
Case

Product Portfolio Management at Genentech

By: Kevin Schulman and Jamie Gresh

Genentech, long the darling of the biotechnology industry, was acquired by Swiss pharmaceutical company Roche in 2009. The combined company retains the name Genentech in the US, but must now move to achieve the promises made at the time of this merger—to build from... View Details

Keywords: Portfolio Management; Drug Development; Postmerger Integration; Marketing Strategy; Mergers and Acquisitions; Integration; Biotechnology Industry; Pharmaceutical Industry; United States

November 1997 (Revised December 2000)
Case

Corn Products International, Inc.

By: Ray A. Goldberg and Tom Clay

A firm that started in corn processing and moved up the value-added food chain decides to spin-off the original commodity part of the business. How does the new spin-off survive and how does it develop a strategy? Firms in the food system are separating out their... View Details

Keywords: Transformation; Growth and Development Strategy; Brands and Branding; Marketing Strategy; Product Development; Service Delivery; Vertical Integration; Food and Beverage Industry

July 1987
Case

Altoona Corp.: Computer Products Division

By: Roger E. Bohn and Robert H. Hayes

A relatively small manufacturer of computer memory disks has achieved a major market position through the use of its statistical quality control (SQC) program. It is now expanding the production of a new line of disks and is encountering problems getting the process... View Details

Keywords: Factories, Labs, and Plants; Volatility; Performance Consistency; Performance Improvement; Performance Productivity; Quality; Mathematical Methods; Hardware; Manufacturing Industry

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February 1997
Article

Advantages of Time-Based New Product Development in a Fast Cycle Industry: An Empirical Analysis

By: S. Datar, C. Jordan, S. Kekre, S. Rajiv and K. Srinivasan

Keywords: Product; Research and Development; Business Ventures

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June 2010 (Revised July 2011)
Case

Classic Knitwear and Guardian: A Perfect Fit?

By: John A. Quelch and Patricia Girardi

Classic Knitwear manufactures and distributes casual apparel, either unbranded or under a private-label brand name. Partly because Classic has no brand recognition with consumers, gross margins are low. To improve margins, the company considers partnering via a... View Details

Keywords: Market Research; Forecasting; Consumer Marketing; New Product Marketing; Product Lines; Merchandising; Branding; Demand and Consumers; Partners and Partnerships; Marketing Strategy; Forecasting and Prediction; Product Marketing; Brands and Branding; Product Development; Manufacturing Industry; Apparel and Accessories Industry

Article

How Smart, Connected Products Are Transforming Competition

By: Michael E. Porter and James E. Heppelmann

Information technology is revolutionizing products. Once composed solely of mechanical and electrical parts, products have become complex systems that combine hardware, sensors, data storage, microprocessors, software, and connectivity in myriad ways. These "smart,... View Details

Keywords: Strategy; Competition; Information Technology; Transformation; Information Technology Industry

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January 1980 (Revised August 1985)
Case

Cumberland Metal Industries: Engineered Products Division--1980

By: Benson P. Shapiro

Cumberland Metal Industries has developed a new product to help contractors drive piles faster. They are trying to decide how to price it. Provides substantial information on the industry, competition, etc. Students must decide what factors are relevant in making an... View Details

Keywords: Price; Information; Marketing Channels; Distribution Channels; Product Development; Consumer Products Industry

December 2009
Supplement

TruEarth Healthy Foods: Market Research for a New Product Introduction, Student Spreadsheet (Brief Case)

By: V. Kasturi Rangan and Sunru Yong

Keywords: Market Research; Consumer Marketing; Brands; Research; Marketing; Product Launch; Brands and Branding

January 2015 (Revised March 2017)
Case

New Urban Mechanics

By: Mitchell Weiss

Funding to scale Citizens Connect, Boston's 311 app, is both a blessing and a burden and tests two public entrepreneurs. In 2012, the Commonwealth of Massachusetts provides Boston's Mayor's Office of New Urban Mechanics with a grant to scale Citizens Connect across the... View Details

January 2011
Case

Clean Edge Razor: Splitting Hairs in Product Positioning

By: John A. Quelch and Heather Beckham

After three years of development, Paramount Health and Beauty Company is preparing to launch a new technologically advanced vibrating razor called Clean Edge. The innovative new design of Clean Edge provides superior performance by stimulating the hair follicles to... View Details

Keywords: Project Management; Interdepartmental Relations; Organizational Change; Organizational Change and Adaptation; Leadership; Conflict Management; Product Positioning; Marketing Strategy; Relationships; Product Development; Consumer Products Industry; Consumer Products Industry

July 1996
Article

New Product Development Structures: The Effect of Customer Overload on Post-Concept Time to Market

By: S. Datar, C. Jordan, S. Kekre, S. Rajiv and K. Srinivasan

Keywords: Product; Research and Development; Customers; Markets

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Article

Use of Connected Digital Products in Clinical Research Following the COVID-19 Pandemic: A Comprehensive Analysis of Clinical Trials

By: Caroline Marra, William J. Gordon and Ariel Dora Stern

Objectives: In an effort to mitigate COVID-19 related challenges for clinical research, the U.S. Food and Drug Administration (FDA) issued new guidance for the conduct of ‘virtual’ clinical trials in late March 2020. This study documents trends in the use of... View Details

Keywords: Connected Digital Products; Telehealth; Remote Monitoring; Health Testing and Trials; Research; Governing Rules, Regulations, and Reforms; Information Technology

2020
Working Paper

The Effects of Hierarchy on Learning and Performance in Business Experimentation

By: Sourobh Ghosh, Stefan Thomke and Hazjier Pourkhalkhali

Do senior managers help or hurt business experiments? Despite the widespread adoption of business experiments to guide strategic decision-making, we lack a scholarly understanding of what role senior managers play in firm experimentation. Using proprietary data of live... View Details

Keywords: Experimentation; Innovation; Search; New Product Development; Innovation and Invention; Organizational Design; Learning; Performance

December 1999 (Revised April 2001)
Case

Avon Products China (A)

By: Lynn S. Paine and Jennifer Gui

In April 1998, when the Chinese central government bans all forms of direct selling in China in April 1998, executives at Avon China must decide how to respond. The first direct sales company to enter China after its opening to outsiders, Avon sparked widespread... View Details

Keywords: Crisis Management; Sales; Trade; Business and Government Relations; Government and Politics; Market Participation; China

March 2025
Case

Skylight: Hit Product or Scalable Company?

By: Rembrand Koning, Christina Wallace and Jeff Huizinga

Skylight, originally a digital frame startup aimed at connecting dispersed families, expanded with a second product—Calendar—to help families manage schedules. Despite significant potential, Calendar struggled with persistent technical issues and poor customer... View Details

Keywords: Culture; Software; Hardware; Entrepreneurship; Business Startups; Customer Satisfaction; Resource Allocation; Product Launch; Business Strategy; Expansion

17 Sep 2012
Research & Ideas

Blue Skies, Distractions Arise: How Weather Affects Productivity

true in the corporate world, the researchers looked at preexisting field data at a midsize bank in Tokyo. The bank had tracked employee productivity for two-and-a-half years following the launch of a new... View Details

Keywords: by Carmen Nobel

April 2009
Journal Article

Perspectives on the Productivity Dilemma

By: Paul S. Adler, Mary Benner, David James Brunner, John Paul MacDuffie, Emi Osono, Bradley R. Staats, Hirotaka Takeuchi, Michael Tushman and Sidney G. Winter

For more than a century, operations researchers have recognized that organizations can increase efficiency by adhering strictly to proven process templates, thereby rendering operations more stable and predictable. For several decades, researchers have also recognized... View Details

Keywords: Learning; Innovation and Invention; Knowledge Use and Leverage; Operations; Business Processes; Organizational Change and Adaptation; Performance Efficiency; Performance Improvement; Performance Productivity; Adaptation

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December 2009
Supplement

TruEarth Healthy Foods: Market Research for a New Product Introduction, Instructor's Spreadsheet (Brief Case)

By: V. Kasturi Rangan and Sunru Yong

2000
Working Paper

Towards a Contingent Model of the New Product Development Process: A Comparative Empirical Study

By: Alan MacCormack

2001
Working Paper

Getting the Innovation Job Done: Matching the Right New Product with the Right Market

By: Clayton M. Christensen and David Sundahl

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