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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... -
Think You Have a Great Idea? Ask These 6 Questions to Gain Perspective.
Corporate strategy Digital ArticleYou might not be seeing potential hurdles. -
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... -
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... -
Customer Input
Sales & Marketing VideoTest key assumptions by marketing a new product to a small group of consumers. -
Using Experiments to Launch New Products
Experimentation Digital ArticleFour ways to do it well. -
4 Tips for Launching Minimum Viable Products Inside Big Companies
Entrepreneurial management Digital ArticleYou have to act like a real startup. -
Finding the Perfect Pace for Product Launches
Sales & Marketing Magazine ArticleWhat's the optimal number of new products to launch in a given time frame? Does it matter whether the launches are spread out or bunched together, and... -
Sales Learning Curve
Sales & Marketing Magazine ArticleWhen a company launches a new product into a new market, the temptation is to ramp up sales force capacity immediately to gain customers as quickly as... -
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... -
"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... -
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. -
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... -
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... -
Where Most New Product Launches (But Not Apple’s) Go Wrong
Innovation 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 with some throwing down of palms.) But while most of the buzz was about the coolness of its design and the game-changing nature of its functionality, not many analysts […] -
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,... -
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. -
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...
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C.W. Post
Leadership & Managing People Case Study8.95View Details In 1906, C.W. Post had to move his latest breakfast product--corn flakes--from store shelves into cereal bowls nationwide. Post genuinely believed his... -
MicroFridge: The Concept
Sales & Marketing Case Study8.95View Details Robert Bennett, who has a Master's degree in engineering, wants to exploit his idea to combine a refrigerator, freezer, and 500-watt microwave into an... -
Barco Projection Systems (A): Worldwide Niche Marketing
Sales & Marketing Case Study8.95View Details Deals with the issue of niche marketing in a worldwide market. Barco Projection Systems makes video, data, and graphics projectors for the industrial... -
Nestle Refrigerated Foods: Contadina Pasta & Pizza (A)
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... -
Pricing in a Digital World (2015)
Sales & Marketing Case Study8.95View Details This case presents media reports for five instances of interesting pricing strategies, each enabled by digital technologies. Students are asked to assess... -
Marfrig's Quest for Sustainable Beef
Strategy & Execution Case Study8.95View Details Marfrig, one of the world's leading meatpackers, strived to comply with its commitment to have a deforestation-free value chain in Brazil by 2030. The... -
Nestle Refrigerated Foods: Contadina Pasta & Pizza (B)
Sales & Marketing Case Study5.00View Details Supplements the (A) case. -
Vicks Health Care Division: Project Scorpio (B)
Sales & Marketing Case Study5.00View Details Reveals that Vicks chose a multi-condition positioning for the product. Describes testing of name and concept, and extensively reports on a four-city... -
Passion of the Christ: An Interview with Bob Berney, President of Newmarket Films, Video
Sales & Marketing Case Study150.00View Details Presents an interview of Bob Berney, who, in his role as president of Newmarket Films, oversaw the marketing strategy for the movie "The Passion of the... -
Leading Change in Talent at L'Oreal
Organizational Development Case Study8.95View Details Jean-Claude Le Grand just stepped into a new role as Executive Vice-President for Human Resources at the global cosmetics company, L'Oréal. He is now... -
Boston Whaler, Inc.: Managing the Dealer Network
Sales & Marketing Case Study8.95View Details Mr. Joseph Lawler, newly-appointed president of Boston Whaler, Inc. (BWI), believes that better dealer management is the key to his company's continued... -
Innovation & Renovation: The Nespresso Story
Technology & Operations Case Study8.95View Details Traces the development of the Nespresso System in a 100%-owned affiliate deliberately placed outside Nestle's main organizational structure. Highlights... -
The New Beetle
Sales & Marketing Case Study14.00View 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.... -
Colgate-Palmolive Co.: The Precision Toothbrush
Sales & Marketing Case Study8.95View Details Colgate-Palmolive Co. is considering how to position its new technological toothbrush, Precision. The case explores issues concerned with new product... -
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... -
Note on Racing to Acquire Customers
Strategy & Execution Case Study8.95View Details Examines factors that motivate a firm's race to acquire customers in newly emerging markets and explores conditions under which racing strategies are... -
Pattern Brands
Sales & Marketing Case Study15.05View Details In March 2020, direct-to-consumer (DTC) company Pattern Brands needed to decide how to allocate resources across its different brands. Pattern Co-Founders... -
Sunrise Medical, Inc.'s Wheelchair Products
Strategy & Execution Case Study6.95View Details Sunrise's CEO must decide whether to intervene in a decision by a division, Guardian Products, to introduce a new lightweight standard wheelchair. Guardian... -
Optical Distortion, Inc. (A)
Sales & Marketing Case Study8.95View Details A new product, contact lenses for chickens, is to be introduced by a small firm formed to market the product. An entry strategy must be planned including... -
Re-THINK-ing THINK: The Electric Car Company
Innovation & Entrepreneurship Case Study15.05View Details On January 5, 2010, 48-year-old Richard Canny was on his way to meet the Governor of Indiana. He was reading his newly issued press release, announcing...
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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... -
C.W. Post
Leadership & Managing People Case Study8.95View Details In 1906, C.W. Post had to move his latest breakfast product--corn flakes--from store shelves into cereal bowls nationwide. Post genuinely believed his... -
MicroFridge: The Concept
Sales & Marketing Case Study8.95View Details Robert Bennett, who has a Master's degree in engineering, wants to exploit his idea to combine a refrigerator, freezer, and 500-watt microwave into an... -
Barco Projection Systems (A): Worldwide Niche Marketing
Sales & Marketing Case Study8.95View Details Deals with the issue of niche marketing in a worldwide market. Barco Projection Systems makes video, data, and graphics projectors for the industrial... -
Nestle Refrigerated Foods: Contadina Pasta & Pizza (A)
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... -
Pricing in a Digital World (2015)
Sales & Marketing Case Study8.95View Details This case presents media reports for five instances of interesting pricing strategies, each enabled by digital technologies. Students are asked to assess... -
Marfrig's Quest for Sustainable Beef
Strategy & Execution Case Study8.95View Details Marfrig, one of the world's leading meatpackers, strived to comply with its commitment to have a deforestation-free value chain in Brazil by 2030. The... -
Eco7: Launching a New Motor Oil, Student Spreadsheet
Sales & Marketing Digital ArticleStudent spreadsheet for case 916507. -
Nestle Refrigerated Foods: Contadina Pasta & Pizza (B)
Sales & Marketing Case Study5.00View Details Supplements the (A) case. -
Vicks Health Care Division: Project Scorpio (B)
Sales & Marketing Case Study5.00View Details Reveals that Vicks chose a multi-condition positioning for the product. Describes testing of name and concept, and extensively reports on a four-city...