Article | Harvard Business Review | April 2013

In Search of a Second Act: Riding the Popularity of a Great First Product Is Easy; Finding the Next One Is Hard

by Elie Ofek and Jill Avery

Abstract

The article presents a fictional case study on new product development and improvement after the successful launch of a first breakthrough product. Topics include business planning for brand name products, finance and investment for the development of educational toys, strategies for product differentiation, and technological improvements to the original product.

Keywords: innovation; growth strategy; Consumer marketing; marketing; brand management; Market research; New Product Development; marketing management; marketing strategy; technology commercialization; technology; Brands and Branding; Marketing Strategy; Product Marketing; Consumer Products Industry; Electronics Industry; Technology Industry; North and Central America; United States;

Citation:

Ofek, Elie, and Jill Avery. "In Search of a Second Act: Riding the Popularity of a Great First Product Is Easy; Finding the Next One Is Hard." Harvard Business Review 91, no. 4 (April 2013): 133–137.