Managing Marginal New Products

V. K. Rangan; R.  Lal; E.  Maier

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Article | Business Horizons

Managing Marginal New Products

by V. K. Rangan, R. Lal and E. Maier

Keywords: Management; Product;

Format: Print

8 pages

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Citation:

Rangan, V. K., R. Lal, and E. Maier. "Managing Marginal New Products." Business Horizons 35, no. 5 (September–October 1992): 35–42.

About the Authors

V. Kasturi Rangan

Baker Foundation Professor, Malcolm P. McNair Professor of Marketing, Emeritus

Marketing

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Rajiv Lal

Stanley Roth, Sr. Professor of Retailing
Co-Unit Head, Marketing

Marketing

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Supplement | HBS Case Collection | August 2020 (Revised August 2020)

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Citation:
Gupta, Sunil, and Rajiv Lal. "Case Exhibits for Digital Marketing at HBS Online." Harvard Business School Spreadsheet Supplement 521-702, August 2020. (Revised August 2020.) View Details

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Case | HBS Case Collection | August 2020 (Revised August 2020)

Digital Marketing at HBS Online

Sunil Gupta and Rajiv Lal

In July 2020, the management team of Harvard Business School Online (HBS Online) had to decide how to allocate its marketing budget for fiscal year 2021 between various digital channels and its portfolio of courses. Since its launch in 2014, HBS Online had grown to almost $60 million in revenue and there were concerns about its potential overlap with other HBS programs such as executive education and Harvard Business Publishing. Growth of HBS Online also raised questions about potential brand dilution of HBS.

Keywords: Marketing Strategy; Advertising; Online Advertising; Marketing Channels; Brands and Branding; Business Education; Education Industry; United States; Boston;

Citation:
Gupta, Sunil, and Rajiv Lal. "Digital Marketing at HBS Online." Harvard Business School Case 521-027, August 2020. (Revised August 2020.) View Details

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Last Mile Health (A)

Brian Trelstad and V. Kasturi Rangan

Last Mile Health is a non-profit organization that focuses on recruiting and training community health workers to reach remote rural communities with basic health services. Founded by Raj Panjabi, a Liberian who immigrated with his family to the United States during the Liberian Civil War, the case traces the founding and early years of Last Mile Health, before the organization is faced with a choice during the Ebola outbreak in 2014: should they pursue a significant amount of new funding to expand into other areas, or should they stay focused on training community health workers.

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Citation:
Trelstad, Brian, and V. Kasturi Rangan. "Last Mile Health (A)." Harvard Business School Case 320-027, March 2020. (Revised August 2020.) View Details

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Managing Marginal New Products

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