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The Elements of Value
Sales & Marketing Magazine ArticleWhat consumers truly value can be difficult to pin down and psychologically complicated. But universal building blocks of value do exist, creating opportunities... -
New New Product Development Game
Sales & Marketing Magazine ArticleNew product development has become fast paced and competitive. Managers need to realize that the traditional, sequential approach to developing new products... -
What It Takes to Become a Great Product Manager
Technology & Operations Digital ArticleAnd how to pick between jobs. -
Exploit the Product Life Cycle
Sales & Marketing Magazine ArticleThe product life cycle measures the likelihood, character, and timing of competitive and market events. A product strategy that includes some sort of... -
Welcome to the Experience Economy
Sales & Marketing Magazine ArticleIn this article, co-authors B. Joseph Pine II and James Gilmore, founders of the management consulting firm Strategic Horizons, preview the likely characteristics... -
The Globalization of Markets
Globalization Magazine ArticleMany companies have become disillusioned with sales in the international marketplace as old markets become saturated and new ones must be found. How can they customize products for the demands of new markets? Which items will consumers want? With wily international competitors breathing down their necks, many organizations think that the game just isn’t worth […] -
The B2B Elements of Value
Technology & Operations Magazine ArticleAs B2B offerings become more commoditized, the subjective, sometimes quite personal considerations of business customers are increasingly important in... -
Business Marketing: Understand What Customers Value
Marketing Magazine ArticleGauging—and communicating—what your products and services are worth to customers has never been more important. -
The 4 Types of Innovation and the Problems They Solve
Innovation Digital ArticleDisruption isn’t the only approach. -
The Good-Better-Best Approach to Pricing
Sales & Marketing Magazine ArticleCompanies often crimp profits by using discounts to attract price-sensitive customers and by failing to give high-end customers reasons to spend more.... -
How to Do Strategic Planning Like a Futurist
Strategic planning Digital ArticleYou don’t need a time line; you need a time cone. -
Ending the War Between Sales and Marketing
Sales & Marketing Magazine ArticleSales departments tend to believe that marketers are out of touch with what's really going on in the marketplace. Marketing people, in turn, believe the... -
The House of Quality
Analytics and data science Magazine ArticleDesign is a team effort, but how do marketing and engineering talk to each other? -
Test Marketing in New Product Development
Marketing Magazine ArticleTo every marketing executive, the necessity and value of test marketing are often murky issues. The problem is partly that new products aren’t developed and put through their paces in a systematic enough way to let marketing men know when a test market is really in order. Compounding this difficulty is that the goals of […] -
Why Now Is the Time for "Open Innovation"
Innovation & Leadership Digital ArticleCovid-19 has shown how companies can work together to solve problems. -
Creating a Culture of Quality
Organizational culture Magazine ArticleFinancial incentives don’t reduce errors. Employees must be passionate about eliminating mistakes. -
Building a Culture of Experimentation
Innovation SpotlightIt takes more than good tools. It takes a complete change of attitude. -
Mapping Your Competitive Position
Product management Magazine ArticleA simple chart shows how much a customer will pay for a perceived benefit. This is more than a marketing aid, it’s a powerful tool for competitive strategy. -
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 -
How Smart, Connected Products Are Transforming Competition
Strategy & Execution Magazine ArticleInformation technology is revolutionizing products, from appliances to cars to mining equipment. Products once composed solely of mechanical and electrical...
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Introducing New Coke, Spanish Version
Sales & Marketing Case Study8.95View Details On April 23, 1985, the Coca-Cola Co. announced a decision that would rock the world. The old Coke formula would be taken off the market and replaced with... -
Alessi: Evolution of an Italian Design Factory (A), Chinese Version
Sales & Marketing Case Study15.05View Details Alessio Alessi, head of distribution at family-run Alessi S.p.A., is facing price and brand confusion among customers and is considering reorganizing... -
TREW Gear: Is Amazon the Trail to Growth?
Sales & Marketing Case Study8.95View Details Chris Pew, an expert backcountry skier, was a founder and the CEO of 12-year-old TREW Gear, a premium niche brand for technical backcountry ski apparel.... -
Mahindra & Mahindra: Creating Scorpio
Strategy & Execution Case Study8.95View Details Details the emergence of a private sector automobile manufacturer in India that has created globally competitive and cheap versions of an SUV commonly... -
IDEO Product Development, Chinese Version
Technology & Operations Case Study14.00View Details Describes IDEO, the world's leading product design firm, and its innovation culture and process. Emphasis is placed on the important role of prototyping... -
Westeron: Rallying "The Crowd" To Reboot Innovation
Innovation & Entrepreneurship Case Study8.95View Details Westeron, a well-known kitchen, bath and home products retailer, created the "Takeoff" program in 2015 to enhance its product pipeline by connecting emerging... -
Umpqua Bank: Managing the Culture and Implementing the Brand
Organizational Development Case Study8.95View Details Umpqua Bank is an Oregon-based business that is attempting to revolutionize the banking industry with a creatively nontraditional culture and a radically... -
Upli: Financial Health Appiness (C)
Management Case Study5.00View Details This field-based case set uses qualitative and quantitative research during the early stages of app development to unfold circumstances that allow for... -
iQmetrix: The Customer Is Always Right?
Leadership & Managing People Case Study8.95View Details iQmetrix, a company founded in 1999, developed and sold point-of-sale (POS) software using the software-as-a-service model. Two iQmetrix enterprise account... -
Alessi: Evolution of an Italian Design Factory (B), Chinese Version
Sales & Marketing Case Study5.00View Details Since the 1970s, world-renowned architect and designer, Alessandro Mendini, has acted as adviser and counselor to Alessi, the Italian household goods... -
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... -
Takeda Pharmaceutical Company Limited (B), Japanese Version
Strategy & Execution Case Study5.00View Details This case is a follow up to HBS Case No. 721-373, Takeda Pharmaceutical Company Limited (A). Following the events of the previous case, Takeda reached... -
Marico Bangladesh: Meeting the Value-Added Hair Oil (VAHO) Challenge
Sales & Marketing Case Study8.95View Details Even as Parachute oil is the clear brand leader in the branded regular coconut oil market, having rapidly taken away share from the loose oil market,... -
R&R, Spanish Version
Innovation & Entrepreneurship Case Study8.95View Details Outlines alternative mechanisms for getting into business. Shows the means by which an experienced entrepreneur can gain control over the necessary resources... -
Innovation Magic
Innovation & Entrepreneurship Case Study8.95View Details Why do certain product and service experiences seem like magic, making them all but destined for success, while other items languish on store shelves?... -
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... -
What Went Wrong with Boeing's 737 Max?
Leadership & Managing People Case Study8.95View Details This case describes the development of the Boeing 737 Max airplane model and the events leading up to two tragic plane crashes, in which a total of 346... -
Building Watson: Not So Elementary, My Dear! (Abridged)
Technology & Operations Case Study14.00View Details This case is set inside IBM Research's efforts to build a computer that can successfully take on human challengers playing the game show Jeopardy! It... -
Product Development at StubHub: Don't Stop Believin'
Management Case Study8.95View Details Arnie Katz, chief product and technology officer at StubHub (SH), was helping to lead a contest intended to result in innovative and valuable new ideas.... -
Polaroid: Entering Digital Imaging
Strategy & Execution Case Study8.95View Details Focuses on Polaroid's attempt to respond to the changes to its competitive environment that are entailed by the rise of digital imaging.
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The Elements of Value
Sales & Marketing Magazine ArticleWhat consumers truly value can be difficult to pin down and psychologically complicated. But universal building blocks of value do exist, creating opportunities... -
New New Product Development Game
Sales & Marketing Magazine ArticleNew product development has become fast paced and competitive. Managers need to realize that the traditional, sequential approach to developing new products... -
What It Takes to Become a Great Product Manager
Technology & Operations Digital ArticleAnd how to pick between jobs. -
Exploit the Product Life Cycle
Sales & Marketing Magazine ArticleThe product life cycle measures the likelihood, character, and timing of competitive and market events. A product strategy that includes some sort of... -
Welcome to the Experience Economy
Sales & Marketing Magazine ArticleIn this article, co-authors B. Joseph Pine II and James Gilmore, founders of the management consulting firm Strategic Horizons, preview the likely characteristics... -
The Globalization of Markets
Globalization Magazine ArticleMany companies have become disillusioned with sales in the international marketplace as old markets become saturated and new ones must be found. How can they customize products for the demands of new markets? Which items will consumers want? With wily international competitors breathing down their necks, many organizations think that the game just isn’t worth […] -
The B2B Elements of Value
Technology & Operations Magazine ArticleAs B2B offerings become more commoditized, the subjective, sometimes quite personal considerations of business customers are increasingly important in... -
Business Marketing: Understand What Customers Value
Marketing Magazine ArticleGauging—and communicating—what your products and services are worth to customers has never been more important. -
The 4 Types of Innovation and the Problems They Solve
Innovation Digital ArticleDisruption isn’t the only approach. -
The Good-Better-Best Approach to Pricing
Sales & Marketing Magazine ArticleCompanies often crimp profits by using discounts to attract price-sensitive customers and by failing to give high-end customers reasons to spend more....