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Why Most Product Launches Fail
Product launches Magazine ArticleGetting attention for a new offering is a big challenge. Five causes of flops—and how to avoid them -
"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... -
How Xiaomi Beats Apple at Product Launches
Innovation & Leadership Digital ArticleNot all companies can afford to keep secrets. -
Should You Launch Products During a Recession?
Sales & Marketing Magazine ArticleEconomic downturns are frightening. Consumers curb spending, companies cut costs, and we all wait anxiously for the economy to recover. In such a climate,... -
The Best Way to Name Your Product 2.0
Sales & Marketing Magazine ArticleAlthough there's ample research to guide marketers in naming new products, little of it has addressed follow-on offerings, even though these make up the... -
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. -
Being Early Beats Being Better
Strategy & Execution Magazine ArticleResearch on product adoption in the airline industry suggests that being first to market can make a big difference to an offering's success, even if the... -
Start-ups: Before You Launch Your Product, Start With a Service
Entrepreneurship Digital ArticleThese companies provide a model for bootstrapping entrepreneurs. -
To Keep Customers Happy, Appeal to Their Subconscious
Management VideoPeople subconsciously gravitate towards familiarity and comfort. When businesses change their branding, they scare customers away. Keep your customers... -
Marketing Breakthrough Products
Sales & Marketing Magazine ArticleProducts without precedent are a tough sell; consumers stick with the goods they understand. The key to marketing breakthrough products is to educate... -
Finding the Perfect Pace for Product Launches
Marketing Magazine ArticleBetter spacing improves learning. -
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... -
What Did 2020 Do to Retail?, Chinese Version
Strategy & Execution Digital ArticleCovid will have a long-lasting impact on the industry. -
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... -
Customer Input
Sales & Marketing VideoTest key assumptions by marketing a new product to a small group of consumers. -
Too Soon to IPO? (HBR Case Study and Commentary)
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... -
Corporate Imagination and Expeditionary Marketing
Sales & Marketing Magazine ArticleIn the 1990s, competitive success will come from building and dominating fundamentally new markets. Core competencies are one prerequisite for creating... -
Preparing for the Perfect Product Launch
Innovation Magazine ArticleA failure of execution forced Steelcase to ramp up the critical thinking that goes into product development. -
If at First You Don't Succeed..., Spanish Version
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.
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R&B Falcon, Spanish Version
Strategy & Execution Case Study8.95View Details R&B Falcon is the world's leading offshore drilling contractor. Amid surging exploration budgets and increasing deepwater drilling activity, the company... -
Schibsted
Strategy & Execution Case Study14.00View Details In 2006, newspaper firms in developed markets were severely threatened on three fronts: the growth of online news, online classified advertising, and... -
Whiskey and Cheddar: Ingredient Branding at the Caesan Cheese Cooperative, Spanish Version
Sales & Marketing Case Study8.95View Details The Caesan Cheese Cooperative is considering introducing a new high-quality, high-margin artisan whiskey cheddar cheese. Deidra Kelly, vice president... -
Authenticity: What Consumers Really Want
Sales & Marketing BookContrived. Disingenuous. Phony. Inauthentic. Do your customers use any of these words to describe what you sell--or how you sell it? If so, welcome to... -
JCDecaux, 2016: Global Leader ... Again
Strategy & Execution Case Study5.00View Details In 2016, JCDecaux was number one in the world in outdoor advertising. This was a far cry from the situation in 2003; at that time, JCDecaux had been unseated... -
Gillette's Launch of Sensor, Spanish Version
Strategy & Execution Case Study8.95View Details The introduction of the Sensor Shaving System, one of the biggest product launches ever, forced Gillette to reevaluate its strategy in its shaving and... -
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.... -
Huawei: How Can We Lead the Way?, Japanese Version
Sales & Marketing Case Study8.95View Details On September 12, 2017, just as Apple's Tim Cook was unveiling the iPhone X, Richard Yu, CEO of Huawei's Consumer Business Group (CBG), and Glory Cheung,... -
Novartis Pharma: The Business Unit Model, Spanish Version
Finance & Accounting Case Study8.95View Details In June 2000, Novartis reorganized its pharmaceutical business to form global business units in oncology, transplantation, ophthalmology, and mature products.... -
The New Beetle, Chinese Version
Sales & Marketing Case Study15.05View Details Volkswagen of America introduced the New Beetle at the Detroit auto show in January 1998 to rave reviews from the automobile press and industry gurus.... -
Cilkray Graphics
Sales & Marketing Case Study1.00View Details Marcus Crosby, President of Cilkray Graphics, convened an emergency meeting with Cilkray's senior managers in order to respond to an unexpected development.... -
Vicks Health Care Division: Project Scorpio (C), Student Assignment
Sales & Marketing Case Study5.00View Details Provides a blank five-year profit-and-loss statement for students to complete. -
Zegna
Management Case Study8.95View Details A traditionally mono-brand menswear luxury company faces growing competition from international groups and changes its brand focus from formal wear to... -
Sony PlayStation2 (A)
Sales & Marketing Case Study8.95View Details In early 1999, the president of Sony Computer Entertainment, Inc., had to determine the appropriate U.S. launch strategy for the next-generation video... -
Nestle Refrigerated Foods: Contadina Pasta & Pizza (A), Russian Version
Sales & Marketing Case Study8.95View Details Nestle Co.'s Refrigerated Foods Division has very successfully launched its Contadina brand pasta and sauces. The new product has achieved nearly $100... -
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... -
Metabical: Positioning and Communications Strategy for a New Weight Loss Drug (Brief Case)
Sales & Marketing Case Study8.95View Details Cambridge Sciences Pharmaceuticals (CSP) expects final approval for its revolutionary weight loss drug, Metabical. Metabical will be the only weight loss... -
Reliance Baking Soda: Optimizing Promotional Spending (Brief Case)
Sales & Marketing Case Study8.95View Details Reliance Baking Soda is Stewart Corporation's oldest and most established product. The new Domestic Brand Director needs to create a 2008 marketing budget... -
Nestle's Nescafe Partners' Blend: The Fairtrade Decision (B)
Leadership & Managing People Case Study5.00View Details An abstract is not available for this product. -
Château Margaux: Launching the Third Wine (Abridged), Russian Version
Sales & Marketing Case Study8.95View Details 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...
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Why Most Product Launches Fail
Product launches Magazine ArticleGetting attention for a new offering is a big challenge. Five causes of flops—and how to avoid them -
Chase Sapphire: Creating a Millennial Cult Brand, Teaching Note
Sales & Marketing Digital ArticleTeaching note for case 518024. -
R&B Falcon, Spanish Version
Strategy & Execution Case Study8.95View Details R&B Falcon is the world's leading offshore drilling contractor. Amid surging exploration budgets and increasing deepwater drilling activity, the company... -
Schibsted
Strategy & Execution Case Study14.00View Details In 2006, newspaper firms in developed markets were severely threatened on three fronts: the growth of online news, online classified advertising, and... -
"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... -
Whiskey and Cheddar: Ingredient Branding at the Caesan Cheese Cooperative, Spanish Version
Sales & Marketing Case Study8.95View Details The Caesan Cheese Cooperative is considering introducing a new high-quality, high-margin artisan whiskey cheddar cheese. Deidra Kelly, vice president... -
Freshworld: Marrying The Art of Street Vending With The Science of Modern Retail, Teaching Note
Innovation & Entrepreneurship Digital ArticleTeaching note for case IMB863. -
Authenticity: What Consumers Really Want
Sales & Marketing BookContrived. Disingenuous. Phony. Inauthentic. Do your customers use any of these words to describe what you sell--or how you sell it? If so, welcome to... -
JCDecaux, 2016: Global Leader ... Again
Strategy & Execution Case Study5.00View Details In 2016, JCDecaux was number one in the world in outdoor advertising. This was a far cry from the situation in 2003; at that time, JCDecaux had been unseated... -
Overcoming Barriers to Entry in an Established Industry: Tesla Motors
Innovation & Entrepreneurship Digital ArticleThe automobile industry' s high costs of entry, economies of scale, and network effects from distribution, fueling, and service lead many to conclude...