Publications

October 2016
Technical Note

Product Development Fundamentals

By: Marco Iansiti, Michael Toffel, Kerry Herman and Julia Kelley

This note introduces key managerial issues in new product development. It describes the product development funnel and alternative approaches to structuring product development teams including functional, lightweight, heavyweight, and autonomous/dedicated teams, which... View Details

Keywords: Product Development; Groups and Teams; Operations; Management

May 2003
Module Note

Managing Product Development

By: Stefan H. Thomke

Introduces students to the managerial aspects critical to conceiving, designing, and developing innovative products and services. Considers the full range of activities required: learning about customer needs, understanding and managing experimentation and problem... View Details

Keywords: Product Design; Product Development; Service Operations; Business or Company Management; Projects; Management Practices and Processes; Experience and Expertise; Customers; Research; Management Skills; Integration

TeachingInterests

Product Management

By: Sara McKinley Torti

A Product Manager is obsessed with the problem their product tries to solve and works to both define the product’s functional requirements and lead cross-functional teams to develop, launch and improve their product over time. Taught by an experienced former Google... View Details

November–December 2013
Article

The Dynamic Effects of Bundling as a Product Strategy

By: Timothy Derdenger and Vineet Kumar

Several key questions in bundling have not been empirically examined: Is mixed bundling more effective than pure bundling or pure components? Does correlation in consumer valuations make bundling more or less effective? Does bundling serve as a complement or substitute... View Details

Keywords: Product Strategy; Bundling; Complementary Goods; Marketing; Strategy; Video Game Industry

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2019
Chapter

Product Market Strategy

By: Anoop Menon and Dennis Yao

Product market strategy is the collection of choices, actions and activities of a firm that determines how it positions itself in its product markets, and allows it to achieve and maintain a COMPETITIVE ADVANTAGE. This article examines product market strategy from the... View Details

Keywords: Product Positioning; Competitive Advantage

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Research Summary

Automotive Product Development

At present, my primary research focus is studying product development in the auto industry. I am working with Stefan Thomke (HBS) and Takahiro Fujimoto (University of Tokyo) on the 4th Round of the Global Automotive Development Study. The first round of this... View Details

August 2012 (Revised October 2012)
Technical Note

GEM 15: Country Development Strategies in 15 Statistics

By: Aldo Musacchio and Eric Werker

Keywords: Country Analysis; Country Development Strategies; Macroeconomics

November 1996 (Revised September 1997)
Case

BancZero New Product Development

By: Marco Iansiti and Alberto Moel

The Mexico City office of a large U.S. bank is asked by clients to develop currency swaps, a derivative financial product. This case deals with the new product development process in financial services, and the problems and issues that are raised in product development... View Details

Keywords: Product Development; Banks and Banking; Financial Instruments; Situation or Environment; Problems and Challenges; Risk and Uncertainty; Volatility; Banking Industry; Mexico City; United States

October 2018
Article

Strategy and the Strategist: How it Matters Who Develops the Strategy

By: Eric J. Van den Steen

This paper addresses primarily two questions. First, when (and why) should a company’s strategy be developed by its CEO versus by some outside analyst or other insider? Second, how does strategy interact with vision (in the sense of a strong belief about the right... View Details

Keywords: Strategy And Leadership; Strategy And Execution; Strategy; Leadership

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2007
Chapter

Creativity in Product Development

Managing new product development is a key area of management, straddling strategy, innovation and entrepreneurship and macro-organizational behaviour. All of the contributors in the Handbook of New Product Developmet Management are well-known and leading exponents to... View Details

Keywords: Management Practices and Processes; Product Development; Problems and Challenges; Research; Creativity

01 May 1997
Conference Presentation

Product Development Flexibility

By: Alan David MacCormack and M. Iansiti

Keywords: Product Development

September 1990 (Revised March 1991)
Case

Mod IV Product Development Team

By: Anne Donnellon and Joshua D. Margolis

Focuses sharply on a crossfunctional product development team at Honeywell's Building Controls Division. Traces the history of teams at the division, which introduced them as a response to intensifying competition and the need for faster development. Reveals the... View Details

Keywords: Business Divisions; Collaborative Innovation and Invention; Management Teams; Product Development; Organizational Structure; Groups and Teams; Competitive Strategy

1992
Working Paper

Product Development Flexibility

By: Marco Iansiti and Alan MacCormack

1999
Chapter

Flexible Product Development

By: S. Thomke and Don Reinertsen

Keywords: Product Development

May 1997
Teaching Note

Product Development Performance, Instructor's Note

By: Marco Iansiti

Focuses on what constitutes product development performance and how it is assessed. Performance, as explained in both the note and in the materials for this three-session module, refers to the performance of both the product and the organizational process producing it.... View Details

Keywords: Management Practices and Processes; Infrastructure; Product Development; Production; Performance Evaluation

February 2011 (Revised November 2012)
Case

Product Development at OPOWER

By: Thomas Eisenmann and Rob Go

OPOWER, a software startup that helps utilities engage their customers in ways that reduce energy consumption, is scaling rapidly. The company's new head of product management has designed a system to address a point of constant tension: whether to build custom... View Details

Keywords: Business Startups; Customer Relationship Management; Entrepreneurship; Growth Management; Product Development; Sales; Customization and Personalization; Energy Conservation; Environmental Sustainability; Information Technology Industry; Utilities Industry

August 1998 (Revised February 1999)
Case

Product Development at Dell Computer Corporation

By: Stefan H. Thomke, Vish V. Krishnan and Ashok Nimgade

Describes how Dell redesigned its new product development process after experiencing a major product setback and a significant decline in firm profits in 1993. Dell's new process is challenged during the development of a new line of portable computers when the incoming... View Details

Keywords: Cost vs Benefits; Profit; Managerial Roles; Risk Management; Product Development; Business Processes; Problems and Challenges; Risk and Uncertainty; Hardware; Computer Industry

March 1999 (Revised February 2001)
Background Note

New Product Development Imperative, The

By: Steven C. Wheelwright and Edward T Smith

Introduces students to the best practices for managing new product development projects. Includes concepts and tools related to structuring teams consistent with the project objectives as well as concepts and processes for improving project execution. View Details

Keywords: Management Practices and Processes; Product Development; Performance Improvement; Problems and Challenges; Groups and Teams