Case | HBS Case Collection | September 1999 (Revised February 2004)

WebSpective Software, Inc. (A)

by Michael J. Roberts, Joseph B. Lassiter III, John T. Gourville and Sun Ming Wong


Describes the situation at WebSpective, a software company that develops products to help companies manage the network of servers that support their Websites. Describes the use of "concept engineering" tools to interview customers, determine their needs and the resulting product requirements, and prioritize these requirements as the basis for a product and marketing strategy.

Keywords: Entrepreneurship; Management Practices and Processes; Customers; Customer Focus and Relationships; Communication Intention and Meaning; Product Development; Product Marketing; Management Analysis, Tools, and Techniques; Customer Satisfaction; Marketing Strategy; Information Technology Industry;


Roberts, Michael J., Joseph B. Lassiter III, John T. Gourville, and Sun Ming Wong. "WebSpective Software, Inc. (A)." Harvard Business School Case 800-136, September 1999. (Revised February 2004.)