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  • April 2013
  • Article
  • Harvard Business Review

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
  • Format:Print
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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; 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.
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About The Authors

Elie Ofek

Marketing
→More Publications

Jill J. Avery

Marketing
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    Gross Profits

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More from the Authors
  • How Should Netflix Add an Ad-Supported Tier? By: Elie Ofek and Olivier Toubia
  • Companion to: Demand Simulator Spreadsheet Supplement By: Elie Ofek and Olivier Toubia
  • Gross Profits By: Elie Ofek
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