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Why Most Product Launches Fail
Sales & Marketing Magazine ArticleVeteran product launch PR executives Joan Schneider and Julie Hall examine the five most frequent reasons why new products flop: The company can't support... -
Too Soon to IPO? (HBR Case Study)
Innovation & Entrepreneurship Magazine ArticleFour years ago, Diane Ashton and Sundeep Lal were working together at MIT on a titanium extraction project. Durable and highly heat resistant, titanium... -
"I Think of My Failures as a Gift"
Leadership & Managing People Magazine ArticleLafley, the former CEO of Procter & Gamble, is regarded as one of the most successful chief executives in recent history. But like everyone else, he's... -
3 Reasons Subscription Services Fail
Psychology Digital ArticleSuccess isn’t just about recurring revenue — it’s about creating habits. -
10 Tactics for Launching a Product Using Social Media
Marketing Digital ArticleGet customers excited with Facebook, Twitter, Instagram, Snapchat, Meerkat, and more. -
Start-ups: Before You Launch Your Product, Start With a Service
Entrepreneurship Digital ArticleThese companies provide a model for bootstrapping entrepreneurs. -
What Did 2020 Do to Retail?
Strategy & Execution Digital ArticleCovid will have a long-lasting impact on the industry. -
Customer Input
Sales & Marketing VideoTest key assumptions by marketing a new product to a small group of consumers. -
How Xiaomi Beats Apple at Product Launches
Innovation & Leadership Digital ArticleNot all companies can afford to keep secrets. -
Finding the Perfect Pace for Product Launches
Marketing Magazine ArticleBetter spacing improves learning. -
Innovating for Cash
Technology & Operations Magazine ArticleReprint: R0309E Despite companies' almost fanatical worship of innovation, most new products don't generate money. That's because executives don't realize... -
If at First You Don't Succeed...
An innovation may be great but still fail to connect with users. Learn more about your customers-and turn an initial loss into a big win. -
Designing the Best Strategy for Your Next Global Product Rollout
Sales & Marketing Digital ArticleShould you go all in, or take a more measured approach? -
Too Soon to IPO? (Commentary for HBR Case Study)
Innovation & Entrepreneurship Magazine ArticleFour years ago, Diane Ashton and Sundeep Lal were working together at MIT on a titanium extraction project. Durable and highly heat resistant, titanium... -
Conduct First-Hand Market Research
Sales & Marketing VideoWhen market research is up close and personal, it can have a deep impact on corporate strategy. -
A New Approach to Innovation Investment
Innovation & Leadership Digital ArticleOver the years, we've seen a lot of potentially valuable innovations flop because the companies sponsoring them were using the fundamentally wrong logic... -
Innovating on the Cheap
Innovation & Entrepreneurship Magazine ArticleNo investment in innovation is ever a sure bet. Typically, innovation success rates are low, and returns are slow to materialize-if they're generated... -
Think You Have a Great Idea? Ask These 6 Questions to Gain Perspective.
Strategy & Execution Digital ArticleYou might not be seeing potential hurdles. -
Where Most New Product Launches (But Not Apple's) Go Wrong
Innovation & Leadership Digital ArticleWith all the commotion about the Apple iPad heading into the Easter weekend, you'd have thought it was the second coming. (Certainly its arrival was greeted...
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Luminopia: Improving Treatment for Visual Disorders
Sales & Marketing Case Study8.95View Details Luminopia-a start-up founded in January 2016 by three Harvard College freshmen-uses virtual reality technology to treat amblyopia (more commonly called... -
Octone Records
Sales & Marketing Case Study8.95View Details In February 2007, Octone Records founders James Diener, Ben Berkman, and David Boxenbaum had been highly successful with the first two bands they had... -
Suave
Sales & Marketing Case Study6.95View Details Promotes discussion on advertising budgeting and media mix decisions in the shampoo market for low-priced, high-volume Suave. Provides various types of... -
Tropos Networks
Innovation & Entrepreneurship Case Study8.95View Details As Ron Sege, president and CEO of Tropos Networks, walked through the halls of the firm's offices, he realized that the space they had moved into only... -
Why Consumers Don't Buy: The Psychology of New Product Adoption
Sales & Marketing Case Study8.95View Details Looks at the consumer psychology of new product adoption. Identifies a key reason why consumers do not adopt innovations as quickly as developers think... -
United Cereal: Lora Brill's Eurobrand Challenge
Global Business Case Study8.95View Details The case, set within the European organization of a giant multinational breakfast foods company, describes a launch decision for a new cereal product.... -
Digital Angel
Sales & Marketing Case Study8.95View Details Digital Angel is considering the appropriate marketing plan for the launch of its new locator device. The device, a watch and pager worn in combination,... -
Loris
Management Case Study8.95View Details In December 2022, Loris's executive team considered their go-to-market strategy. Loris was an artificial intelligence (AI) software startup for the customer... -
Four Products: Predicting Diffusion (2008)
Innovation & Entrepreneurship Case Study8.95View Details An updated "Four Products" case. This 2008 version includes: sliced peanut butter, foldable bicycle tires, high-end wooden puzzles, and artificial dirt... -
Medi-Cult: Pricing a Radical Innovation
Sales & Marketing Case Study8.95View Details Highlights the issues involved in the launch of an infertility product and procedure that allows women to become pregnant without having to undergo unpleasant... -
Nike, Inc. in the 1990s (B): Strategy and Management Changes--1993-94
Sales & Marketing Case Study5.00View Details Describes Nike's performance to 1994 and describes challenges facing the new president and COO, Thomas Clarke. -
PV Technologies, Inc.: Were They Asleep at the Switch?
Sales & Marketing Case Study8.95View Details PV Technologies, Inc. is an industry-leading manufacturer of photovoltaic inverters used to convert the direct current output of solar panels into alternating... -
Harper Chemical Co., Inc., Addendum
Sales & Marketing Case Study5.00View Details Provides additional quantitative exhibits, including a pro forma income statement and break-even calculations for the operation and makes assumptions... -
Altoids
Sales & Marketing Case Study8.95View Details -
Cann: High Hopes for Cannabis Infused Beverages
Sales & Marketing Case Study8.95View Details Founded in 2018 by Jake Bullock and Luke Anderson, Cann sold "social tonics," or cannabis-infused beverages. By 2022, the company had several notable... -
Loctite Corp.: Industrial Products Group
Sales & Marketing Case Study8.95View Details A new product introduction strategy covering all elements of the marketing mix must be planned for equipment designed to dispense industrial adhesives.... -
Nestle's Nescafe Partners' Blend: The Fairtrade Decision (A)
Organizational Development Case Study8.95View Details In early 2005, Nestle is in the midst of a decision: whether or not the Fairtrade mark should be applied on Partners' Blend, a new instant coffee product... -
Retail Promotional Pricing: When Is a Sale Really a Sale? (A)
Sales & Marketing Case Study8.95View Details Addresses the controversy that surrounds highly promotional retail pricing referred to as "high-low pricing" by the trade. High-low pricing involves setting... -
Nanda Home: Preparing for Life After Clocky
Sales & Marketing Case Study8.95View Details Gauri Nanda, the inventor of Clocky, the alarm clock that rolls off the bed stand and forces its owner to find it, has to make critical decisions regarding... -
Freshworld: Marrying The Art of Street Vending With The Science of Modern Retail
Innovation & Entrepreneurship Case Study8.95View Details The case tracks the evolution of FreshWorld, a unique mobile fruit and vegetable vending (FnV) startup in India. It gives a snapshot of the dilemmas faced...
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Why Most Product Launches Fail
Sales & Marketing Magazine ArticleVeteran product launch PR executives Joan Schneider and Julie Hall examine the five most frequent reasons why new products flop: The company can't support... -
Luminopia: Improving Treatment for Visual Disorders
Sales & Marketing Case Study8.95View Details Luminopia-a start-up founded in January 2016 by three Harvard College freshmen-uses virtual reality technology to treat amblyopia (more commonly called... -
Radiant Cosmetics: What's in a Pout?, Teaching Note
Leadership & Managing People Digital ArticleTeaching Note for 310003. -
Octone Records
Sales & Marketing Case Study8.95View Details In February 2007, Octone Records founders James Diener, Ben Berkman, and David Boxenbaum had been highly successful with the first two bands they had... -
Suave
Sales & Marketing Case Study6.95View Details Promotes discussion on advertising budgeting and media mix decisions in the shampoo market for low-priced, high-volume Suave. Provides various types of... -
Capturing the Ecosystem of Demand: Placing Customer Advantage at the Center of Your Innovation Strategy
Strategy & Execution Book Chapter8.95View Details When an organization's understanding of the ecosystem of customer demand drives innovation and the business agenda, and when an organization's processes... -
Reframing the Opportunity Space: How Allianz Identified New Opportunity Spaces--Studying the Demand Landscape for Hidden Growth Opportunities
Strategy & Execution Book Chapter8.95View Details A demand landscape provides a powerful point of departure to explore opportunities by using, figuratively speaking, a varied set of binoculars and photographic... -
Kids & Company: Entering the U.S., Video
Strategy & Execution Digital ArticleThis video supplement pairs with "Kids & Company: Entering the U.S." (case no. 418011). It contains eight individual clips that range in length from 5... -
Tropos Networks
Innovation & Entrepreneurship Case Study8.95View Details As Ron Sege, president and CEO of Tropos Networks, walked through the halls of the firm's offices, he realized that the space they had moved into only... -
Why Consumers Don't Buy: The Psychology of New Product Adoption
Sales & Marketing Case Study8.95View Details Looks at the consumer psychology of new product adoption. Identifies a key reason why consumers do not adopt innovations as quickly as developers think...
