Publications
Publications
- January 2011
- HBS Case Collection
Serious Materials
By: Thomas J. Steenburgh and Elizabeth A. Kind
Abstract
Serious Materials is a start up who is moving into clean tech markets. The company's first product, QuietRock, originated the sound proofing drywall category and created a steady stream of revenue. It was now considering how to expand its product line to compete in the rapidly developing green building markets. How should Serious Materials go to market when they launch their highly anticipated Serious Windows and EcoRock product lines? What do they need to do to develop their brand?
Keywords
Business Startups; Entrepreneurship; Brands and Branding; Marketing Strategy; Product Launch; Product Positioning; Market Entry and Exit; Green Technology Industry
Citation
Steenburgh, Thomas J., and Elizabeth A. Kind. "Serious Materials." Harvard Business School Case 511-111, January 2011.