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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... -
Designing the Best Strategy for Your Next Global Product Rollout
Sales & Marketing Digital ArticleShould you go all in, or take a more measured approach? -
Start-ups: Before You Launch Your Product, Start With a Service
Innovation & Leadership Digital ArticleThese companies provide a model for bootstrapping entrepreneurs. -
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... -
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... -
10 Tactics for Launching a Product Using Social Media
Sales & Marketing Digital ArticleGet customers excited with Facebook, Twitter, Instagram, Snapchat, Meerkat, and more. -
Should You Launch Products During a Recession?
Product launches Magazine ArticleCountercyclical rollouts can be a smart tactic—but you need to keep several factors in mind. -
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... -
3 Reasons Subscription Services Fail
Psychology Digital ArticleSuccess isn’t just about recurring revenue — it’s about creating habits. -
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... -
4 Tips for Launching Minimum Viable Products Inside Big Companies
Innovation & Leadership Digital ArticleYou have to act like a real startup. -
What Did 2020 Do to Retail?
Strategy & Execution Digital ArticleCovid will have a long-lasting impact on the industry. -
How Xiaomi Beats Apple at Product Launches
Innovation & Leadership Digital ArticleNot all companies can afford to keep secrets. -
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 […] -
"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... -
Where Both the ACA and AHCA Fall Short, and What the Health Insurance Market Really Needs
Global Business Digital ArticleWe know what works, but the U.S. lacks the political will to implement it. -
Using Experiments to Launch New Products
Experimentation Digital ArticleFour ways to do it well. -
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... -
Lessons from New Product Launches—Cell Zone to iPad
Marketing Digital ArticleJoan Schneider and Julie Hall of Schneider Associates, coauthors of the HBR article Why Most Product Launches Fail, explain how to attract and maintain consumers’ attention. -
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...
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Why Consumers Don't Buy: The Psychology of New Product Adoption
Sales & Marketing Case Study8.95View Details Looks at the consumer psychology of new product adoption. Identifies a key reason why consumers do not adopt innovations as quickly as developers think... -
Skisailer: Marketing a Young Investor's Dream
Sales & Marketing Case Study11.95View Details A new product combining windsurfing and skiing runs into trouble during its first year of worldwide sales. A group of MBA students studies the problem... -
Proday: Calling the Right Play
Management Case Study11.95View Details Sarah Kunst knew the elements of a successful startup from her tenure at venture capital firms. In April 2018, however, her own app - Proday, a home fitness... -
Bundling
Strategy & Execution Case Study11.95View Details Recent developments in the software business point to some of the reasons why companies offer their products or services in bundles. One is the opportunity... -
Warner-Lambert Ireland: Niconil
Sales & Marketing Case Study11.95View Details The marketing director of Warner-Lambert's Irish subsidiary is completing the marketing plan for the launch of Niconil, a transdermal skin patch to facilitate... -
Marketing James Patterson
Sales & Marketing Case Study11.95View 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... -
Continuous Software Development: Agile's Successor
Innovation & Entrepreneurship Case Study8.95View Details In recent years, the twin software development methodologies of continuous delivery and continuous deployment have risen to prominence in the start-up... -
EADS/Airbus: Vision 2020
Finance & Accounting Case Study11.95View Details EADS N.V. (EADS), Europe's leading aerospace and defence company, is reviewing its strategic positioning. EADS had planned to merge with a British company... -
Hewlett-Packard: Creating a Virtual Supply Chain (B)
Technology & Operations Case Study5.00View Details Supplements the (A) case. -
"Do It Show": A New Mobile Communications Service in Korea
Sales & Marketing Case Study11.95View Details This case presents points of contention and issues in the brand launch of a new telecommunication service of KTF, one of Korea's mobile telecommunication... -
Launching Egypt's First Digital Banking Platform: QNB Bebasata
Management Case Study11.95View 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... -
Pepcid AC: Racing to the OTC Market
Sales & Marketing Case Study11.95View Details Pepcid management must decide whether to risk all in a race to be first in the over-the-counter market with a new heartburn remedy. -
Philips India: Launch of New Air Purifiers
Sales & Marketing Case Study11.95View Details Philips India is a leading player in the air-treatment products market in the country. Philips India's launch of the New Urban Living Series air purifiers... -
Examining the Adoption of Drug-Eluting Stents
Sales & Marketing Case Study11.95View Details Marketers are often tasked with exploring the factors that impact the long-run adoption of a new product or technology. The new product under consideration... -
Crestor
Strategy & Execution Case Study11.95View Details AstraZeneca is preparing for the launch of Crestor, the company's first entrant in the enormous and fast-growing statin category. The team responsible... -
Reckitt Benckiser: Developing a New Laundry-Care Category in India
Sales & Marketing Case Study11.95View Details Reckitt Benckiser was the world's largest manufacturer of household products and a major marketer of health-care and personal-care products. The company... -
Nestle Refrigerated Foods: Contadina Pasta & Pizza (A)
Sales & Marketing Case Study11.95View Details Nestle Co.'s Refrigerated Foods Division has very successfully launched its Contadina brand pasta and sauces. The new product has achieved nearly $100... -
Four Products: Predicting Diffusion
Sales & Marketing Case Study11.95View 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... -
Vintage Directions, Inc.
Innovation & Entrepreneurship Case Study11.95View Details Focuses on the problem of determining whether to continue with a start-up after the first market test. The company has seen product success but is far...
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Why Consumers Don't Buy: The Psychology of New Product Adoption
Sales & Marketing Case Study8.95View Details Looks at the consumer psychology of new product adoption. Identifies a key reason why consumers do not adopt innovations as quickly as developers think... -
Skisailer: Marketing a Young Investor's Dream
Sales & Marketing Case Study11.95View Details A new product combining windsurfing and skiing runs into trouble during its first year of worldwide sales. A group of MBA students studies the problem... -
Proday: Calling the Right Play
Management Case Study11.95View Details Sarah Kunst knew the elements of a successful startup from her tenure at venture capital firms. In April 2018, however, her own app - Proday, a home fitness... -
Bundling
Strategy & Execution Case Study11.95View Details Recent developments in the software business point to some of the reasons why companies offer their products or services in bundles. One is the opportunity... -
Warner-Lambert Ireland: Niconil
Sales & Marketing Case Study11.95View Details The marketing director of Warner-Lambert's Irish subsidiary is completing the marketing plan for the launch of Niconil, a transdermal skin patch to facilitate... -
Marketing James Patterson
Sales & Marketing Case Study11.95View 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... -
Continuous Software Development: Agile's Successor
Innovation & Entrepreneurship Case Study8.95View Details In recent years, the twin software development methodologies of continuous delivery and continuous deployment have risen to prominence in the start-up... -
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... -
EADS/Airbus: Vision 2020
Finance & Accounting Case Study11.95View Details EADS N.V. (EADS), Europe's leading aerospace and defence company, is reviewing its strategic positioning. EADS had planned to merge with a British company... -
Hewlett-Packard: Creating a Virtual Supply Chain (B)
Technology & Operations Case Study5.00View Details Supplements the (A) case.