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- Research (1,225)
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- August 2017 (Revised March 2020)
- Case
Flex Hungary: Launching Production (A)
By: Willy Shih
This case examines design choices in the construction of flow lines. Flow lines are a popular way of arranging production because they are simple and inherently efficient. Equipment or workstations are arranged according to the sequence of steps in which a product is... View Details
Keywords: Manufacturing; Line-balancing; Flow Line; Conveyor-paced Line; Consumer Goods; Consumer Products; Production Management; Production Planning; Production Scheduling; Operations; Production; Management; Supply Chain; Design; Analysis; Goods and Commodities; Consumer Products Industry; Consumer Products Industry; European Union
Shih, Willy. "Flex Hungary: Launching Production (A)." Harvard Business School Case 618-002, August 2017. (Revised March 2020.)
- October 2014
- Technical Note
Legal Hazards of Product Launches
By: Lena Goldberg and Annelena Lobb
This note considers common legal pitfalls associated with the launch of new products. A series of questions are presented that companies poised to launch a product should keep in mind. Questions about advertising, pricing, and branding are explored, as well as who in a... View Details
Goldberg, Lena, and Annelena Lobb. "Legal Hazards of Product Launches." Harvard Business School Technical Note 315-028, October 2014.
- November 2016 (Revised March 2018)
- Case
Deutsche Bank: Structured Retail Products
By: Boris Vallée and Jérôme Lenhardt
Describes how Deutsche Bank, a leading European bank, is deciding whether or not to launch a new structured retail product in Germany: an autocallable note. Will this product find a market and how does it fit into the bank’s product portfolio? The case investigates how... View Details
Keywords: Structured Products; Structured Retail Products; Germany; Auto Callable Note; Financial Product; Financial Product Development; Financial Product Marketing; Financial Product Launch; Financial Product Positioning; Finance; Assets; Asset Pricing; Asset Management; Capital Markets; Financial Institutions; Banks and Banking; Commercial Banking; Financial Instruments; Annuities; Bonds; Stocks; Financial Management; Financial Markets; Financial Strategy; Interest Rates; Investment
Vallée, Boris, and Jérôme Lenhardt. "Deutsche Bank: Structured Retail Products." Harvard Business School Case 217-037, November 2016. (Revised March 2018.)
- June 2013 (Revised January 2016)
- Case
Château Margaux: Launching the Third Wine
By: Elie Ofek and Eric E. Vogt
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 Strategy; Distribution Channels; Product Launch; Brands and Branding; Agriculture and Agribusiness Industry; Food and Beverage Industry; France
Ofek, Elie, and Eric E. Vogt. "Château Margaux: Launching the Third Wine." Harvard Business School Case 513-107, June 2013. (Revised January 2016.)
- December 2022
- Article
I Don't 'Recall': The Decision to Delay Innovation Launch to Avoid Costly Product Failure
By: Byungyeon Kim, Oded Koenigsberg and Elie Ofek
Innovations embody novel features or cutting-edge components aimed at delivering desired customer benefits.
Oftentimes, however, we observe the need to recall new products shortly after their introduction. Indeed, a firm
may rush an innovation to market in an attempt... View Details
Keywords: Innovation Management; Innovation And Strategy; Product Development Strategy; Product Introduction; Quality Control; Product Recalls; Game Theory; Market Timing; Innovation Strategy; Product Launch; Product Development
Kim, Byungyeon, Oded Koenigsberg, and Elie Ofek. "I Don't 'Recall': The Decision to Delay Innovation Launch to Avoid Costly Product Failure." Management Science 68, no. 12 (December 2022): 8889–8908.
- Teaching Interest
Product Management
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
- January 2011
- Case
Sidoti & Company: Launching a Micro-Cap Product
By: Boris Groysberg, Paul M. Healy and Sarah Abbott
It is 2010 and Sidoti & Company, a New York-based brokerage firm specializing in small capitalization stocks, has just launched a new product- micro cap stock research. The firm has hired a group of five analysts who will produce written research reports on micro-cap... View Details
Keywords: Business Model; Financial Strategy; Product Launch; Strategic Planning; Corporate Strategy; Financial Services Industry; New York (city, NY)
Groysberg, Boris, Paul M. Healy, and Sarah Abbott. "Sidoti & Company: Launching a Micro-Cap Product." Harvard Business School Case 411-072, January 2011.
- January 2018 (Revised October 2021)
- Case
Château Margaux: Launching the Third Wine (Abridged)
By: Elie Ofek
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 Strategy; Distribution Channels; Product Launch; Brands and Branding; Agriculture and Agribusiness Industry; Food and Beverage Industry; France
Ofek, Elie. "Château Margaux: Launching the Third Wine (Abridged)." Harvard Business School Case 518-070, January 2018. (Revised October 2021.)
- February 2024
- Article
Archetypes of Product Launch by Insiders, Outsiders, and Visionaries
By: Shane Greenstein
What archetypes emerge from prominent episodes of product launches? This essay examines a set of episodes in information technology history that led to significant changes in industry leadership. It highlights that, in all of these instances, there is an example of a... View Details
Greenstein, Shane. "Archetypes of Product Launch by Insiders, Outsiders, and Visionaries." Special Issue on Knowledge Resources and Heterogeneity of Entrants within and across Industries. Industrial and Corporate Change 33, no. 1 (February 2024): 216–237.
- Article
How to Launch Your Digital Platform: A Playbook for Strategists
By: Benjamin Edelman
The ubiquity of Internet access has caused a sharp rise in the number of businesses offering platforms that connect users for communication or commerce. Entrepreneurs are particularly drawn to these platforms because they create significant value and have modest... View Details
Keywords: Platforms; Launch; Mobilization Strategy; Two-Sided Platforms; Network Effects; Adoption; Entrepreneurship; Information Technology Industry; Advertising Industry; Media and Broadcasting Industry; Transportation Industry; Financial Services Industry
Edelman, Benjamin. "How to Launch Your Digital Platform: A Playbook for Strategists." Harvard Business Review 93, no. 4 (April 2015): 90–97. (Reprinted in Launch a Start-Up That Lasts, Harvard Business Review OnPoint, Winter 2016.)
- December 2018 (Revised June 2021)
- Supplement
Bulb 2017: Launch
By: John R. Wells and Benjamin Weinstock
On August 21, 2015, Amit Gudka and Hayden Wood, co-founders of Bulb Ltd. (Bulb) launched a new business to supply energy to the United Kingdom’s 27 million residential homes with a promise of 100% renewable electricity at affordable prices. By the end of March 2017,... View Details
Keywords: Green Energy; Start-up; Launch; Customer Acquisition; Customer Churn; Customer Engagement; Electricity; Resources; Growth Strategy; B-Corp; Entrepreneurial Management; Entrepreneurial Journey; Entrepreneurial Financing; Renewable Energy; Business Startups; Growth and Development Strategy; Business Model; Working Capital; Product Launch; Customers; Growth Management; Business Plan; Decision Making; United Kingdom
Wells, John R., and Benjamin Weinstock. "Bulb 2017: Launch." Harvard Business School Supplement 719-441, December 2018. (Revised June 2021.)
- August 2018 (Revised August 2018)
- Case
The De Beers Group: Launching Lightbox Jewelry for Lab-Grown Diamonds
By: Benjamin C. Esty
In May 2018, the De Beers Group shocked the diamond industry when it announced it was launching a new fashion jewelry brand of laboratory-grown (synthetic) diamonds. The reaction was swift as people sought to understand the company’s motivations: was it a “huge gamble”... View Details
Keywords: Diamonds; Differentiation; New Business; Strategy Development; Strategy Execution; Scope; Adjacency; Core; Commoditization; New Product Launch; Mining; Retail; Corporate Strategy; Business Strategy; Disruption; Value Creation; Product Launch; Segmentation; Expansion; Competitive Advantage; United States; United Kingdom
Esty, Benjamin C. "The De Beers Group: Launching Lightbox Jewelry for Lab-Grown Diamonds." Harvard Business School Case 719-408, August 2018. (Revised August 2018.)
- May 2013
- Case
Launching Krispy Natural: Cracking the Product Management Code
By: Frank V. Cespedes and Heather Beckham
Pemberton Products is a U.S. market leader in the cookie and bakery snacks segment of the sweet snack market. Looking to expand into the salty snack market, the company acquires Krispy Inc., a maker of salty snack crackers located in the southeastern U.S. To compete... View Details
Keywords: Analytics and Data Science; Competition; Organizational Culture; Management Teams; Brands and Branding; Expansion; Marketing Strategy; Product Launch; Acquisition; Food and Beverage Industry; Ohio; United States
Cespedes, Frank V., and Heather Beckham. "Launching Krispy Natural: Cracking the Product Management Code." Harvard Business School Brief Case 913-574, May 2013.
- March 1998
- Case
Launch
Launch has developed an entertainment publication on CD-ROM with 240,000 subscribers and has recently introduced an on-line entertainment product (www.mylaunch.com) to complement the CD-ROM. Deals with multiple-channel delivery and platform selection and branding on... View Details
- January 2015 (Revised April 2015)
- Case
Zeal: Launching Personalized and Social Learning
By: John J-H Kim and Christine S. An
Set in 2014, this case follows John Danner and his team at Zeal as they consider their product development strategy. In February 2013, serial entrepreneurs John Danner and Sanjay Noronha co-found Zeal, an education technology start up providing a web-based, mobile... View Details
Keywords: Entrepreneurship; Education Technology; MVP; Product Development; Product Market Fit; Monetization Strategy; SaaS Business Models; Education; Personalized Learning
Kim, John J-H, and Christine S. An. "Zeal: Launching Personalized and Social Learning." Harvard Business School Case 315-052, January 2015. (Revised April 2015.)
- May 2013
- Teaching Note
Launching Krispy Natural: Cracking the Product Management Code (Brief Case)
By: Frank V. Cespedes and Heather Beckham
This case study concerns a review and interpretation of test market results for a new packaged good product. The purpose of the case is to provide students with practice and guidelines in the analysis of quantitative test market data while illustrating the roles of... View Details
- May 2010
- Case
Alpen Bank: Launching the Credit Card in Romania
By: V. Kasturi Rangan and Sunru Yong
In 2006, the country manager for Alpen Bank in Romania, Gregory Carle, considers whether to recommend the launch of a credit card business. The firm rejected the idea several years earlier because of poor economic conditions in Romania. However, Romania is experiencing... View Details
Keywords: Consumer Credit; International Business; International Marketing; Product Introduction; Service Management; Credit Cards; Globalized Firms and Management; Product Positioning; Marketing Strategy; Service Delivery; Personal Finance; Product Launch; Banking Industry; European Union; Romania
Rangan, V. Kasturi, and Sunru Yong. "Alpen Bank: Launching the Credit Card in Romania." Harvard Business School Brief Case 104-559, May 2010.
- September 1991 (Revised November 1997)
- Case
Gillette's Launch of Sensor
By: Pankaj Ghemawat and Benjamin C. Esty
The introduction of the Sensor Shaving System, one of the biggest product launches ever, forced Gillette to reevaluate its strategy in its shaving and non-shaving business. It had to decide whether to go ahead with the launch and if so, at what scale. Permits analysis... View Details
Keywords: Product Launch; Technological Innovation; Innovation Strategy; Business Strategy; Marketing Strategy; Measurement and Metrics; Consumer Products Industry
Ghemawat, Pankaj, and Benjamin C. Esty. "Gillette's Launch of Sensor." Harvard Business School Case 792-028, September 1991. (Revised November 1997.)
- Teaching Interest
Launching Technology Ventures
This course takes the perspective of founders struggling to achieve product market fit in their early-stage startups. Our cases focus on founder decision during this search and discovery phase, both in the experiments that they design and run as well as the... View Details
- 2024
- Chapter
Visionaries and Transformative Product Launches in Computing and Information Business History
By: Shane Greenstein
Greenstein, Shane. "Visionaries and Transformative Product Launches in Computing and Information Business History." In Writing Computer and Information History: Approaches, Connections, and Reflections, by William Aspray. Rowman and Littlefield, forthcoming.