Publications
Publications
- September 1991 (Revised November 1997)
- HBS Case Collection
Gillette's Launch of Sensor
By: Pankaj Ghemawat and Benjamin C. Esty
Abstract
The introduction of the Sensor Shaving System, one of the biggest product launches ever, forced Gillette to reevaluate its strategy in its shaving and non-shaving business. It had to decide whether to go ahead with the launch and if so, at what scale. Permits analysis of the margins and volumes the Sensor is likely to achieve, and issues of sustainability and flexibility.
Keywords
Product Launch; Technological Innovation; Innovation Strategy; Business Strategy; Marketing Strategy; Measurement and Metrics; Consumer Products Industry
Citation
Ghemawat, Pankaj, and Benjamin C. Esty. "Gillette's Launch of Sensor." Harvard Business School Case 792-028, September 1991. (Revised November 1997.)
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