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- All HBS Web
(2,352)
- People (5)
- News (562)
- Research (1,343)
- Events (4)
- Multimedia (1)
- Faculty Publications (639)
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- October 1995 (Revised March 1996)
- Case
Executive Shirt Company, Inc.
By: Janice H. Hammond and Sylvie Ryckebusch
The Executive Shirt Co. is contemplating a move into custom-made shirts. The company's general manager has charged two of his managers to come up with plans for incorporating production of custom shirts into the existing manufacturing process. View Details
Keywords: Change Management; Production; Strategic Planning; Expansion; Apparel and Accessories Industry; United States
Hammond, Janice H., and Sylvie Ryckebusch. "Executive Shirt Company, Inc." Harvard Business School Case 696-071, October 1995. (Revised March 1996.)
- March 1998 (Revised June 1999)
- Teaching Note
Linking Strategy and Innovation TN
By: Clayton M. Christensen
An overview note to guide instructors in teaching the third module of the Managing Innovation course. Describes how managers can use aggregate project planning to manage the resource allocation process in new product development. View Details
- November 2014
- Teaching Plan
Diageo: Innovating for Africa
By: David E. Bell, Damien P. McLoughlin, Mary Shelman and Andrew Otazo
This teaching plan is designed to help students understand the challenges and opportunities of launching products and building businesses in developing markets. View Details
Keywords: Africa; Diageo; Nigeria; Kenya; Guiness; Sourcing; Supply Chain; Business Government Relations; Developing Markets; General Management; Agribusiness; Supply Chain Management; Business and Government Relations; Marketing; Developing Countries and Economies; Strategy; Food and Beverage Industry; Africa; Kenya; Nigeria; United Kingdom
Bell, David E., Damien P. McLoughlin, Mary Shelman, and Andrew Otazo. "Diageo: Innovating for Africa." Harvard Business School Teaching Plan 515-056, November 2014.
- November 1999 (Revised November 1999)
- Case
Goodyear: The Aquatred Launch (Condensed)
Goodyear is planning to launch an innovative new tire in a price sensitive and highly competitive category. The case deals with channel conflicts and management issues arising in mature product categories. View Details
Chun, Samuel S. "Goodyear: The Aquatred Launch (Condensed)." Harvard Business School Case 500-039, November 1999. (Revised November 1999.)
- 14 Feb 2011
- Research & Ideas
Clay Christensen’s Milkshake Marketing
Updated to clarify a failure rate figure included in an earlier version. When planning new products, companies often start by segmenting their markets and positioning their merchandise accordingly. This segmentation involves either... View Details
- March 1990 (Revised January 1997)
- Case
ROLM: The SIGMA Introduction
ROLM's product development manager, Bob Lundy, has to prepare a detailed plan for launching a new product, code named SIGMA. The new product, though outstanding in features, has the potential to drastically affect ROLM's fortunes because it is incompatible with its... View Details
Rangan, V. Kasturi. "ROLM: The SIGMA Introduction." Harvard Business School Case 590-082, March 1990. (Revised January 1997.)
- November 1986 (Revised June 1987)
- Case
Fieldcrest Division of Fieldcrest Mills, Inc.: Compensation System for Field Sales Representatives
Focuses on the compensation plan for Fieldcrest sales representatives. Management is reviewing the structure of the plan and must decide how to establish compensation goals and guidelines for the following year so that sales efforts are allocated among products and/or... View Details
Cespedes, Frank V. "Fieldcrest Division of Fieldcrest Mills, Inc.: Compensation System for Field Sales Representatives." Harvard Business School Case 587-097, November 1986. (Revised June 1987.)
- May 1975 (Revised September 1987)
- Case
Bio-Tech, Inc.
Financial vice president is expected to prepare a financing plan for Bio-Tech matching the most recent long-range plans of three operating groups. The latter, however, must be adjusted to take account of recommendations to be made on plant investment of one product... View Details
Mullins, David W., Jr. "Bio-Tech, Inc." Harvard Business School Case 275-124, May 1975. (Revised September 1987.)
- February 1993 (Revised September 1994)
- Case
Hewlett-Packard Imaging Systems Division: Sonos 100 C/F Introduction
By: Frank V. Cespedes and Marie Bell
The marketing manager for the Imaging Systems business unit (ISY) at Hewlett-Packard Medical Products Group is considering channel strategy and channel management issues raised by the upcoming introduction of a new cardiac imaging product. Product marketing's plans... View Details
Keywords: Marketing Channels; Product Marketing; Product Launch; Market Entry and Exit; Distribution Channels; Sales; Competitive Strategy
Cespedes, Frank V., and Marie Bell. "Hewlett-Packard Imaging Systems Division: Sonos 100 C/F Introduction." Harvard Business School Case 593-080, February 1993. (Revised September 1994.)
- October 2010
- Article
Unleashing the Power of Marketing
By: Beth Comstock, Ranjay Gulati and Stephen A Liguori
The article examines marketing management at General Electric Co. (GE). The transformation of the company's marketing department into an integral part of product development, product management, and strategic planning after years of relative neglect is considered.... View Details
Keywords: Product Development; Product Marketing; Strategic Planning; Human Resources; Marketing Strategy; Customer Relationship Management; Marketing; Advertising Industry; Technology Industry
Comstock, Beth, Ranjay Gulati, and Stephen A Liguori. "Unleashing the Power of Marketing." Harvard Business Review 88, no. 10 (October 2010): 90–98.
- November 1993
- Case
Mercedes-Benz
After many years as a German luxury car producer, Mercedes-Benz announced two major strategy shifts in 1992, toward a full line of automotive products and toward a globally diverse set of plans and activities. As part of this shift, Mercedes planned to build a major... View Details
Keywords: Business or Company Management; Expansion; Global Strategy; Manufacturing Industry; Auto Industry; Germany; Alabama
Rosenzweig, Philip M. "Mercedes-Benz." Harvard Business School Case 394-084, November 1993.
- December 1995 (Revised October 1996)
- Case
Maureen Frye at Quaker Steel and Alloy Corporation
By: John J. Gabarro
Maureen Frye, assistant product manager at Quaker Steel and Alloy Corp., is asked to implement an action plan for changing the call pattern of the salesforce. Currently the salesforce is spending too much time on small accounts. Earlier Frye attempted to change their... View Details
Keywords: Management Teams; Managerial Roles; Organizational Culture; Planning; Salesforce Management; Strategy; Steel Industry
Gabarro, John J. "Maureen Frye at Quaker Steel and Alloy Corporation." Harvard Business School Case 496-024, December 1995. (Revised October 1996.)
- 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
Dolan, Robert J. "Henkel Corp.: International Sealants Brand SISTA (A)." Harvard Business School Case 585-099, September 1984.
- 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
Dolan, Robert J. "Sealed Air Corporation." Harvard Business School Case 582-103, March 1982. (Revised September 1985.)
- July 1996 (Revised June 1998)
- Case
Gillette Indonesia
By: John A. Quelch
The country manager of Gillette Indonesia is reviewing his 1996 marketing plan and considering whether the pace of market development and mix of product sales can be impacted by the level and type of Gillette expenditures in the market. View Details
Keywords: Marketing Strategy; Multinational Firms and Management; Emerging Markets; Forecasting and Prediction; Product Marketing; Consumer Products Industry; Consumer Products Industry; Indonesia
Quelch, John A., and Diane Long. "Gillette Indonesia." Harvard Business School Case 597-009, July 1996. (Revised June 1998.)
- November 1982 (Revised November 1984)
- Case
Information Resources, Inc. (A)
Information Resources, Inc. (IRI) is a small but rapidly growing marketing research firm. IRI's major product, BehaviorScan, provides the most completely controllable and measurable marketing program testing facility in the world. It includes UPC electronic scanning at... View Details
Clarke, Darral G. "Information Resources, Inc. (A)." Harvard Business School Case 583-053, November 1982. (Revised November 1984.)
- September 22, 2023
- Article
How Software Companies Can Avoid the Trap of Product-Led Growth
By: Jeffrey J. Bussgang and Oliver Jay
Companies like Slack and Dropbox have pioneered the use of Product-Led Growth (PLG). They start by building a product that’s indispensable for small teams, then count on low friction and customer advocates to expand throughout the organization. PLG works, at least at... View Details
Bussgang, Jeffrey J., and Oliver Jay. "How Software Companies Can Avoid the Trap of Product-Led Growth." Harvard Business Review (website) (September 22, 2023).
- February 1994 (Revised May 1999)
- Case
Manville Corp. Fiber Glass Group (C)
By: Lynn S. Paine and Sarah Gant
Manville Corp.'s senior managers are surprised when Japanese government officials advise them not to go forward with their plan to add a cancer warning label to diatomaceous earth (DE) products sold in Japan. The International Agency for Research on Cancer has ruled... View Details
Keywords: Management Teams; Ethics; Conflict of Interests; Health; Safety; Cross-Cultural and Cross-Border Issues; Policy; Japan
Paine, Lynn S., and Sarah Gant. "Manville Corp. Fiber Glass Group (C)." Harvard Business School Case 394-116, February 1994. (Revised May 1999.)
- January 1991 (Revised March 1991)
- Case
Prepare/21 at Beth Israel Hospital (A)
In response to escalating cost pressures throughout the hospital industry, the management of Beth Israel Hospital (BI) decided to implement a productivity plan to cut their operating costs. They chose the Scanlon Plan, an employee participation and incentive program... View Details
Keywords: Nonprofit Organizations; Cost Management; Employees; Health Care and Treatment; Health Industry
Friedman, Raymond A. "Prepare/21 at Beth Israel Hospital (A)." Harvard Business School Case 491-045, January 1991. (Revised March 1991.)
- January 1987 (Revised January 2002)
- Case
Baker Precision Instruments, Inc.
By: Ramchandran Jaikumar, Roy Shapiro, Donald Rosenfield and Kathryn E. Stecke
A rapidly growing machine parts manufacturer is trying to decide whether to acquire an advanced Flexible Manufacturing System or Systems. The selection decisions must address the impact of new technology, the effect of setup times on production planning and capacity,... View Details
Keywords: Information Technology; Cost vs Benefits; Machinery and Machining; Production; Decision Choices and Conditions; Management Systems; Industrial Products Industry; Industrial Products Industry
Jaikumar, Ramchandran, Roy Shapiro, Donald Rosenfield, and Kathryn E. Stecke. "Baker Precision Instruments, Inc." Harvard Business School Case 687-052, January 1987. (Revised January 2002.)