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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... -
Being Early Beats Being Better
Strategy & Execution Magazine ArticleResearch on product adoption in the airline industry suggests that being first to market can make a big difference to an offering's success, even if the... -
Conduct First-Hand Market Research
Sales & Marketing VideoWhen market research is up close and personal, it can have a deep impact on corporate strategy. -
A New Approach to Innovation Investment
Innovation & Leadership Digital ArticleOver the years, we've seen a lot of potentially valuable innovations flop because the companies sponsoring them were using the fundamentally wrong logic... -
Think You Have a Great Idea? Ask These 6 Questions to Gain Perspective.
Corporate strategy Digital ArticleYou might not be seeing potential hurdles. -
How Xiaomi Beats Apple at Product Launches
Innovation & Leadership Digital ArticleNot all companies can afford to keep secrets. -
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... -
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... -
What Did 2020 Do to Retail?
Strategy & Execution Digital ArticleCovid will have a long-lasting impact on the industry. -
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... -
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. -
Too Soon to IPO? (Commentary for HBR Case Study)
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... -
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... -
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... -
Designing the Best Strategy for Your Next Global Product Rollout
Sales & Marketing Digital ArticleShould you go all in, or take a more measured approach? -
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... -
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... -
3 Reasons Subscription Services Fail
Leadership & Managing People Digital ArticleSuccess isn't just about recurring revenue - it's about creating habits.
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reMarkable: e-Writing the Future
Sales & Marketing Case Study8.95View Details Magnus Wanberg is the creator of reMarkable, a breakthrough e-writer device set apart from similar products on the market by having solved the frustrating... -
Launching the New MINI (Multimedia Case)
Sales & Marketing Tool25.00View Details Focuses on how strategy is transformed into creative branding materials. Reports on the development of a wide variety of brand communication materials... -
Four Products: Predicting Diffusion
Sales & Marketing Case Study6.95View Details One of the critical tasks in the marketing of new innovations is predicting demand and rates of diffusion for those products. Focuses on four innovative... -
Marketing James Patterson
Sales & Marketing Case Study8.95View Details Can a successful novelist use direct-to-consumer marketing to grow his brand? The author, who in a previous career ran a major advertising agency, uses... -
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... -
Drinkworks: Home Bar by Keurig
Sales & Marketing Case Study15.05View Details In the summer of 2018, Drinkworks CEO Nathaniel Davis needed to make a number of go-to-market decisions ahead of his company's upcoming product launch.... -
Launching Egypt's First Digital Banking Platform: QNB Bebasata
Management Case Study8.95View Details The leadership team at QNB Alahli, Egypt's second biggest private bank, looked back on their efforts to create a brand-new, fully digital banking platform... -
Introduction of FM Radio (C): The Empires Strike Back
Sales & Marketing Case Study5.00View Details Describes the concluding and bitter fight between Armstrong and the established radio manufacturing and broadcasting industry over the new, incompatible,... -
Chipman-Union, Inc.: Odor-Eaters Socks
Sales & Marketing Case Study8.95View Details The company is considering whether or not to introduce a branded line of men's athletic socks. Considers a preliminary marketing program, including supermarket... -
KONE: The MonoSpace Launch in Germany
Sales & Marketing Case Study6.95View Details Focuses on the launch of a new elevator product in Germany. In 1996, global construction slumps and low differentiation among competitive offerings has... -
Collabrys, Inc. (A)--The Evolution of a Startup
Innovation & Entrepreneurship Case Study6.95View Details The CEO of a two-year-old start-up must now decide whether to become a technology provider or a service agency. In a time of enormous uncertainty about... -
Novartis Pharma: The Business Unit Model
Finance & Accounting Case Study8.95View Details In June 2000, Novartis reorganized its pharmaceutical business to form global business units in oncology, transplantation, ophthalmology, and mature products.... -
Linear Air: Creating the Air Taxi Industry
Innovation & Entrepreneurship Case Study6.95View Details Linear Air is an air taxi start-up established to take advantage of the emergence of Very Light Jets, which incorporate new technology that cuts jet operating... -
TH!NK: The Norwegian Electric Car Company
Innovation & Entrepreneurship Case Study6.95View Details On August 1, 2007, 61-year-old Jan-Olaf Willums' plane was flying along the Greenland coastline on his way back to Norway after intense discussions with... -
Predicting the Diffusion of New Products
Management Case Study8.95View Details Managers are notoriously poor at predicting demand for new products. Oftentimes, these predictions grossly underestimate how long it will take for customer... -
Insteel Wire Products: ABM at Andrews
Finance & Accounting Case Study8.95View Details Insteel implements an activity-based costing (ABC) system in 1996. It finds pallet nails to be its most profitable product and decides to expand the number... -
Hunley, Inc.: Casting for Growth
Sales & Marketing Case Study8.95View Details Hunley, Inc. manufactures rods for the niche sport of fly fishing. It specializes in freshwater rods that are perceived as "middle-market" products, targeted... -
Deutsche Bank: Structured Retail Products
Finance & Accounting Case Study8.95View Details Describes how Deutsche Bank, a leading bank in Europe, is deciding whether or not to launch a new structured retail product in Germany: an auto callable... -
Hasbro Games: POX (A)
Sales & Marketing Case Study8.95View Details Hasbro's newest toy is so unique it requires a unique launch strategy. Comparing traditional media (TV, print) with a non-traditional viral campaign,...
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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... -
reMarkable: e-Writing the Future
Sales & Marketing Case Study8.95View Details Magnus Wanberg is the creator of reMarkable, a breakthrough e-writer device set apart from similar products on the market by having solved the frustrating... -
Launching the New MINI (Multimedia Case)
Sales & Marketing Tool25.00View Details Focuses on how strategy is transformed into creative branding materials. Reports on the development of a wide variety of brand communication materials... -
Four Products: Predicting Diffusion
Sales & Marketing Case Study6.95View Details One of the critical tasks in the marketing of new innovations is predicting demand and rates of diffusion for those products. Focuses on four innovative... -
Marketing James Patterson
Sales & Marketing Case Study8.95View Details Can a successful novelist use direct-to-consumer marketing to grow his brand? The author, who in a previous career ran a major advertising agency, uses... -
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... -
Drinkworks: Home Bar by Keurig
Sales & Marketing Case Study15.05View Details In the summer of 2018, Drinkworks CEO Nathaniel Davis needed to make a number of go-to-market decisions ahead of his company's upcoming product launch.... -
Launching Egypt's First Digital Banking Platform: QNB Bebasata
Management Case Study8.95View Details The leadership team at QNB Alahli, Egypt's second biggest private bank, looked back on their efforts to create a brand-new, fully digital banking platform... -
Sealed Air Corporation: Deciding the Fate of VTID, Teaching Note
Sales & Marketing Digital ArticleTeaching Note for 512029.