Publications
Publications
- July 1993 (Revised September 1994)
- HBS Case Collection
Goodyear: The Aquatred Launch
By: John A. Quelch
Abstract
After many years of R&D, Goodyear has developed the Aquatred, an innovative new tire. However, the tire industry has matured and evolved, raising questions concerning the Aquatred's ability to gain support from Goodyear's independent tire dealers. Students must use information on channel evolution and consumer behavior to make two decisions: whether to launch the Aquatred and whether to expand Goodyear's distribution network. Also explores issues involved in managing a complex distribution structure during a time of rapid change.
Keywords
Change Management; Consumer Behavior; Distribution Channels; Brands and Branding; Innovation and Invention; Auto Industry; Rubber Industry; United States
Citation
Quelch, John A. "Goodyear: The Aquatred Launch." Harvard Business School Case 594-106, July 1993. (Revised September 1994.)