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Show Results For
-
All HBS Web
(12,601)
- People (32)
- News (2,545)
- Research (7,940)
- Events (66)
- Multimedia (102)
- Faculty Publications (5,513)
- July 1993 (Revised September 1994)
- Case
Millipore New Product Commercialization: A Tale of Two New Products
By: V. Kasturi Rangan and Kevin Bartus
Millipore, the worldwide leader in separations technology, was in the process of launching two key new products: one a liquid chromatography/mass spectrometer and the other a virus separation membrane. The case documents the product development and commercialization...
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Rangan, V. Kasturi, and Kevin Bartus. "Millipore New Product Commercialization: A Tale of Two New Products." Harvard Business School Case 594-010, July 1993. (Revised September 1994.)
- 2016
- Book
Innovation Equity: Assessing and Managing the Monetary Value of New Products and Services
By: Elie Ofek, Eitan Muller and Barak Libai
This book bridges the gap between what academics know, and what innovation stakeholders—from managers, to investors, to analysts, to consumers—need to know about how new products and services are expected to perform in the marketplace. The book develops a compelling...
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Keywords:
Innovation;
Technology Diffusion;
New Products;
Customer Lifetime Value;
Monetization Strategy;
Social Influence;
Innovation Adoption;
Forecasting Demand;
Commercialization;
Marketing Strategy;
Practice;
Customer Value and Value Chain;
Research;
Innovation and Management;
Technology Adoption;
Forecasting and Prediction;
Product Development
Ofek, Elie, Eitan Muller, and Barak Libai. Innovation Equity: Assessing and Managing the Monetary Value of New Products and Services. University of Chicago Press, 2016.
- November 1996 (Revised September 1997)
- Case
BancZero New Product Development
By: Marco Iansiti and Alberto Moel
The Mexico City office of a large U.S. bank is asked by clients to develop currency swaps, a derivative financial product. This case deals with the new product development process in financial services, and the problems and issues that are raised in product development...
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Keywords:
Product Development;
Banks and Banking;
Financial Instruments;
Situation or Environment;
Problems and Challenges;
Risk and Uncertainty;
Volatility;
Banking Industry;
Mexico City;
United States
Iansiti, Marco, and Alberto Moel. "BancZero New Product Development." Harvard Business School Case 697-044, November 1996. (Revised September 1997.)
- Web
Launching New Products
As today's pace of change continues to accelerate, companies need to successfully innovate to stay ahead, and yet most new products fail. To transform innovation into competitive advantage, leaders need to...
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- Research Summary
Selection and Market Reallocation: Productivity Gains from Multinational Production
By: Laura Alfaro
Assessing the productivity gains from multinational production has been a vital topic of economic research and policy debate. Positive aggregate productivity gains are often attributed to within-firm productivity improvement; however, an alternative, less emphasized...
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- Web
New Markets
In today's business environment, every organization faces pressure to deliver sustained growth and profitability. Yet technological advances shorten product life cycles, business models change, and unanticipated competition surfaces from...
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- June 1994 (Revised March 1995)
- Background Note
New Product Commercialization: Common Mistakes
Addresses the common mistakes made in new product development and launch. Many times customers' and suppliers' perceptions of the degree of product/market innovation do not match. One of them may view the innovations as a "breakthrough," but the other may view it only...
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Rangan, V. Kasturi. "New Product Commercialization: Common Mistakes." Harvard Business School Background Note 594-127, June 1994. (Revised March 1995.)
- February 1987 (Revised October 1989)
- Teaching Note
Rohm and Haas (A): New Product Marketing Strategy, Teaching Note
Teaching Note for (9-587-055).
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Keywords:
Chemical Industry
- October 2004 (Revised July 2010)
- Case
Product Team Cialis: Getting Ready to Market
By: Elie Ofek
Lilly and ICOS are preparing for the launch of a new drug, Cialis, to compete against Viagra. To position against the incumbent firm Pfizer, which developed and markets Viagra, and other newcomers into the erectile dysfunction market, they must determine how best to...
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Keywords:
Communication Strategy;
Marketing Strategy;
Product Launch;
Product Positioning;
Competition;
Competitive Advantage;
Segmentation;
Pharmaceutical Industry
Ofek, Elie. "Product Team Cialis: Getting Ready to Market." Harvard Business School Case 505-038, October 2004. (Revised July 2010.)
- Article
Marketing the Premium Product
By: John A. Quelch
Quelch, John A. "Marketing the Premium Product." Business Horizons 30, no. 3 (May–June 1987): 38–45.
- March 1999 (Revised February 2001)
- Background Note
New Product Development Imperative, The
By: Steven C. Wheelwright and Edward T Smith
Introduces students to the best practices for managing new product development projects. Includes concepts and tools related to structuring teams consistent with the project objectives as well as concepts and processes for improving project execution.
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Keywords:
Management Practices and Processes;
Product Development;
Performance Improvement;
Problems and Challenges;
Groups and Teams
Wheelwright, Steven C., and Edward T Smith. "New Product Development Imperative, The." Harvard Business School Background Note 699-152, March 1999. (Revised February 2001.)
- May 1998
- Article
Market Structure, Innovation and Vertical Product Differentiation
By: Shane Greenstein and Garey Ramey
We reassess Arrow's (1962) [Economic Welfare and the Allocation of Resources for Invention, in NBER, The Rate and Direction of Innovative Activity (Princeton University Press, Princeton NJ)] results concerning the effect of market structure on the returns from process...
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Greenstein, Shane, and Garey Ramey. "Market Structure, Innovation and Vertical Product Differentiation." International Journal of Industrial Organization 16, no. 3 (May 1998): 285–311.
- Article
The New New Product Development Game
By: Hirotaka Takeuchi and Ikujiro Nonaka
Takeuchi, Hirotaka, and Ikujiro Nonaka. "The New New Product Development Game." Harvard Business Review 64, no. 1 (January–February 1986).
- July 2014 (Revised August 2014)
- Case
AmazonFresh: Rekindling the Online Grocery Market
By: Rory McDonald, Clayton Christensen, Robin Yang and Ty Hollingsworth
More than a decade after the high-profile failures of several early online grocers, grocery remains the largest single U.S. retail category and one of the few that has not yet migrated online. Amazon began testing its grocery-delivery service, AmazonFresh, in Seattle,...
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Keywords:
Innovation;
New Markets;
Grocery;
Operations Strategy;
Innovation and Invention;
Strategy;
Emerging Markets;
Learning;
Service Operations;
Internet and the Web;
Business Model;
Food and Beverage Industry;
United States
McDonald, Rory, Clayton Christensen, Robin Yang, and Ty Hollingsworth. "AmazonFresh: Rekindling the Online Grocery Market." Harvard Business School Case 615-013, July 2014. (Revised August 2014.)
- December 2014
- Article
The Real Product Market Impact of Mergers
By: Albert Sheen
I document sources of value creation in mergers by analyzing novel data on the quality and price of goods sold by merging firms. When two competitors in a product market merge, their products converge in quality, and prices fall relative to the competition. These...
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Sheen, Albert. "The Real Product Market Impact of Mergers." Journal of Finance 69, no. 6 (December 2014).
- April 2006 (Revised October 2008)
- Case
Marketing New York City
By: V. Kasturi Rangan, Anita Elberse and Marie Bell
New York City is a pioneer in the emerging field of municipal marketing. The city's first chief marketing officer must develop a marketing organization with a self-funded business model that creates value for the city by leveraging the city's assets, including physical...
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Keywords:
Entrepreneurship;
Government and Politics;
Goals and Objectives;
Marketing Strategy;
Partners and Partnerships;
Value Creation;
New York (city, NY)
Rangan, V. Kasturi, Anita Elberse, and Marie Bell. "Marketing New York City." Harvard Business School Case 506-022, April 2006. (Revised October 2008.)
- 2015
- Other Teaching and Training Material
Marketing Reading: Digital Marketing
By: Sunil Gupta and Joseph Davin
Digital technology has changed how consumers search for information, interact with each other, and buy products. The popularization of these technologies has made it possible for companies to have a better understanding of their customers' decision journey and...
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Keywords:
Advertising;
Buzz Marketing;
Internet Marketing;
Marketing;
Marketing Management;
Social Media;
Social Networks;
Viral Marketing;
Word-of-mouth Marketing;
Digital;
Internet;
Marketing Channels;
Marketing Reference Programs;
Online Advertising;
Advertising Industry
Gupta, Sunil, and Joseph Davin. "Marketing Reading: Digital Marketing." Core Curriculum Readings Series. Boston: Harvard Business Publishing 8224, 2015.
- November 1990
- Case
Techsonic Industries, Inc.: Humminbird - New Products
By: Melvyn A. Menezes
After several new product failures, the company began using customer input to help develop new products. In 1989, the fishing electronics industry is experiencing a downturn, and the company's sales and profits are slipping. The company, which has one product line...
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Keywords:
Customer Value and Value Chain;
Marketing Reference Programs;
Product Development;
Electronics Industry
Menezes, Melvyn A. "Techsonic Industries, Inc.: Humminbird - New Products." Harvard Business School Case 591-007, November 1990.
- August 1991
- Background Note
Managing the New Product Development Process
By: Robert J. Dolan
Describes how the new product development program is most efficiently managed.
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Dolan, Robert J. "Managing the New Product Development Process." Harvard Business School Background Note 592-011, August 1991.
- Research Summary
Competing in New Markets
By: Rory M. McDonald
Strategic advisors counsel managers to conduct a thorough competitive analysis emphasizing key points of differentiation. But for new markets, Professor McDonald’s research suggests that reports of the threat posed by similar rivals may be greatly exaggerated, and... View Details