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All HBS Web
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- Faculty Publications (1,042)
Launch →
- September 1990 (Revised November 1994)
- Case
Kao Corp.
By: John A. Quelch
As the Japanese diaper market expands, Kao management must determine its response to new product introductions by its two major competitors. Options include launching a new premium priced brand or a new low priced brand, or increasing advertising and promotion...
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Keywords:
Competition;
Marketing Strategy;
Industry Growth;
Product Launch;
Brands and Branding;
Consumer Products Industry;
Japan
Quelch, John A. "Kao Corp." Harvard Business School Case 591-012, September 1990. (Revised November 1994.)
- June 1990
- Supplement
Perrier Relaunch
By: Stephen A. Greyser and Norman Klein
Supplements Perrier Recall: A Source of Trouble.
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Greyser, Stephen A., and Norman Klein. "Perrier Relaunch." Harvard Business School Supplement 590-130, June 1990.
- March 1990 (Revised January 1997)
- Case
ROLM: The SIGMA Introduction
ROLM's product development manager, Bob Lundy, has to prepare a detailed plan for launching a new product, code named SIGMA. The new product, though outstanding in features, has the potential to drastically affect ROLM's fortunes because it is incompatible with its...
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Rangan, V. Kasturi. "ROLM: The SIGMA Introduction." Harvard Business School Case 590-082, March 1990. (Revised January 1997.)
- March 1990 (Revised April 1992)
- Supplement
Rohm and Haas (B): 1989 Update on Kathon MWX
Updates the decision issues faced by Rohm and Haas in launching Kathon MWX for small customers.
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Keywords:
Decision Making
Rangan, V. Kasturi. "Rohm and Haas (B): 1989 Update on Kathon MWX." Harvard Business School Supplement 590-083, March 1990. (Revised April 1992.)
- July 1989 (Revised December 1990)
- Case
CIBA-GEIGY Pharmaceuticals: Pharma International
By: John A. Quelch
Examines the decision by Pharma International on whether to launch an antimalarial product in Nigeria and, if so, how that should be implemented. Involves commercial, ethical, and policy considerations. Rich in situation assessment data, the case refers to criticism of...
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Keywords:
Ethics;
Decision Choices and Conditions;
Product Launch;
Policy;
Developing Countries and Economies;
Pharmaceutical Industry;
Nigeria
Quelch, John A. "CIBA-GEIGY Pharmaceuticals: Pharma International." Harvard Business School Case 589-108, July 1989. (Revised December 1990.)
- June 1989 (Revised January 1992)
- Case
Ingersoll-Rand (A): Managing Multiple Channels--1985
By: V. Kasturi Rangan and E. Raymond Corey
James Clabough, marketing vice president at Ingersoll-Rand, has to decide on the distribution policy for a new product. The decision has marketing as well as organizational ramifications.
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Rangan, V. Kasturi, and E. Raymond Corey. "Ingersoll-Rand (A): Managing Multiple Channels--1985." Harvard Business School Case 589-121, June 1989. (Revised January 1992.)
- May 1989 (Revised April 1998)
- Case
Dynatronics, Inc.
The student must determine the financing requirements posed by growth, change of inventory policy, and introduction of new product and then select the best method of financing them. Has been used as a four-hour exam. A revised and updated version of an earlier case by...
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Fruhan, William E., Jr. "Dynatronics, Inc." Harvard Business School Case 289-063, May 1989. (Revised April 1998.)
- February 1989 (Revised October 1994)
- Case
Asahi Breweries Ltd.
Focuses on competitive repositioning, organizational renewal, and personal leadership. Describes how Asahi Breweries was faced with a major capacity expansion decision after succeeding in increasing market share dramatically in the traditionally stable Japanese beer...
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Keywords:
Competitive Strategy;
Expansion;
Leadership;
Organizational Structure;
Product Launch;
Management Teams;
Business or Company Management;
Marketing Strategy;
Supply Chain Management;
Mission and Purpose;
Food and Beverage Industry;
Japan
Salter, Malcolm S. "Asahi Breweries Ltd." Harvard Business School Case 389-114, February 1989. (Revised October 1994.)
- September 1988 (Revised June 1993)
- Case
Ring Medical
Describes the progress of a new product launch (HCS-100, a hospital communication system). Ring Medical has sold only five systems in six months against an annual target of 30. There is a lack of agreement internally on how the new product effort should be organized....
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Rangan, V. Kasturi. "Ring Medical." Harvard Business School Case 589-046, September 1988. (Revised June 1993.)
- August 1988 (Revised November 1989)
- Case
Reebok International Ltd.
By: John A. Quelch
Reebok executives are reviewing the company's advertising and promotion programs for the second half of 1988. These include sponsorship of the 1988 Summer Olympics and a rock concert tour organized by Amnesty International. In addition, Reebok is launching a new...
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Keywords:
Marketing Strategy;
Music Entertainment;
Advertising Campaigns;
Sports;
Advertising Industry;
Apparel and Accessories Industry;
Sports Industry
Quelch, John A. "Reebok International Ltd." Harvard Business School Case 589-027, August 1988. (Revised November 1989.)
- August 1988 (Revised January 1992)
- Case
Hewlett-Packard (A): Organizing New Product Sales Channels--1986
By: V. Kasturi Rangan and Joseph G. Finegold
Rangan, V. Kasturi, and Joseph G. Finegold. "Hewlett-Packard (A): Organizing New Product Sales Channels--1986." Harvard Business School Case 589-019, August 1988. (Revised January 1992.)
- August 1988 (Revised January 1992)
- Case
Hewlett-Packard (B): Organizing New Product Sales Channels--1987
Rangan, V. Kasturi. "Hewlett-Packard (B): Organizing New Product Sales Channels--1987." Harvard Business School Case 589-020, August 1988. (Revised January 1992.)
- August 1986 (Revised May 1993)
- Case
Rohm and Haas (A): New Product Marketing Strategy
By: V. Kasturi Rangan and Lesley Susan
Joan Macey, Rohm and Haas' market manager for Metalworking Fluid Biocides, found that sales of a new biocide, Kathon MWX, was utterly disappointing. This was all the more puzzling since sales of her other product--Kathon 886 MW, a liquid biocide used only in...
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Keywords:
Communication Strategy;
Marketing Strategy;
Product Launch;
Distribution;
Performance;
Sales
Rangan, V. Kasturi, and Lesley Susan. "Rohm and Haas (A): New Product Marketing Strategy." Harvard Business School Case 587-055, August 1986. (Revised May 1993.)
- May 1986
- Supplement
General Mills, Inc.: Yoplait Custard-Style Yogurt (B)
By: John A. Quelch
Yoplait's director of new product development is finalizing plans for the national introduction of custard-style Yoplait. Based on the results of a mini-market test and a BASES laboratory test market.
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Keywords:
Food;
Product Launch;
Product Development;
Product Marketing;
Food and Beverage Industry;
United States
Quelch, John A. "General Mills, Inc.: Yoplait Custard-Style Yogurt (B)." Harvard Business School Supplement 586-088, May 1986.
- April 1986 (Revised May 1988)
- Case
Sun Microsystems, Inc. (B)
By: Kim B. Clark
Dissects the manufacturing process and procedures of a high-end computer manufacturer. The main issue is how to introduce new products and ramp them up quickly in a competitive environment where time-to-market is crucial. Focuses on engineering change orders--how they...
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Keywords:
Factories, Labs, and Plants;
Time Management;
Product Launch;
Production;
Business Processes;
Competitive Strategy;
Computer Industry
Clark, Kim B. "Sun Microsystems, Inc. (B)." Harvard Business School Case 686-134, April 1986. (Revised May 1988.)
- April 1986 (Revised September 1993)
- Case
Sun Microsystems, Inc. (A)
Sun Microsystems managers must decide whether to launch a new product into manufacturing. Teaching objectives include: 1) an analysis of the competitive environment, 2) examination of technological choices, 3) understanding of the new product development process, and...
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Keywords:
Decision Choices and Conditions;
Product Launch;
Product Development;
Production;
Competitive Strategy;
Computer Industry
Wheelwright, Steven C. "Sun Microsystems, Inc. (A)." Harvard Business School Case 686-133, April 1986. (Revised September 1993.)
- September 1985 (Revised September 1987)
- Case
H.J. Heinz Co.: Plastic Bottle Ketchup (A)
By: John A. Quelch
The Heinz Ketchup product manager must decide whether or not to launch a new plastic bottle and, if so, what marketing program and support to place behind it.
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Quelch, John A. "H.J. Heinz Co.: Plastic Bottle Ketchup (A)." Harvard Business School Case 586-035, September 1985. (Revised September 1987.)
- November 1983 (Revised October 1989)
- Case
Procter & Gamble Europe: Vizir Launch
Describes P&G's expansion in Europe, including the development of a strong country subsidiary management, responsive to local market differences. The launch of a new product presents strategic and organizational challenges as P&G considers making this their first...
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Keywords:
Business Subsidiaries;
Trade;
Business or Company Management;
Growth and Development Strategy;
Product Launch;
Emerging Markets;
Organizational Design;
Problems and Challenges;
Expansion;
Europe
Bartlett, Christopher A. "Procter & Gamble Europe: Vizir Launch." Harvard Business School Case 384-139, November 1983. (Revised October 1989.)
- November 1983 (Revised May 1990)
- Case
Procter & Gamble Co. (A)
By: John A. Quelch
An associate advertising manager at Procter & Gamble is considering several options to strengthen the company's position in the light duty liquid detergent market. One option is to introduce a fourth Procter & Gamble brand in the category. Provides substantial...
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Keywords:
Product Positioning;
Advertising;
Product Launch;
Brands and Branding;
Consumer Products Industry;
United States
Quelch, John A. "Procter & Gamble Co. (A)." Harvard Business School Case 584-047, November 1983. (Revised May 1990.)
- November 1983 (Revised May 1990)
- Case
Procter & Gamble Co. (B)
By: John A. Quelch
The brand assistant on H-80, a new light duty liquid detergent, has to develop a year-one national promotion plan for the new product. Illustrates one of the important tasks of a Procter & Gamble brand assistant and provides substantial information on different types...
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Keywords:
Advertising;
Product Launch;
Product Marketing;
Brands and Branding;
Consumer Products Industry;
United States
Quelch, John A. "Procter & Gamble Co. (B)." Harvard Business School Case 584-048, November 1983. (Revised May 1990.)