Teaching Note | HBS Case Collection | May 2013

Launching Krispy Natural: Cracking the Product Management Code (Brief Case)

by Frank V. Cespedes and Heather Beckham

Abstract

This case study concerns a review and interpretation of test market results for a new packaged good product. The purpose of the case is to provide students with practice and guidelines in the analysis of quantitative test market data while illustrating the roles of managerial judgment and organizational context in interpreting "hard" data.

Keywords: Data and Data Sets; Analysis; Product Marketing;

Citation:

Cespedes, Frank V., and Heather Beckham. "Launching Krispy Natural: Cracking the Product Management Code (Brief Case)." Harvard Business School Teaching Note 913-575, May 2013.