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

By: Frank V. Cespedes and Heather Beckham
  • Format:Print
  • | Language:English
  • | Pages:11
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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.

About The Author

Frank V. Cespedes

Entrepreneurial Management
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