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Launch →
- January 1993 (Revised November 1993)
- Case
Warner-Lambert Ireland: Niconil
By: John A. Quelch and Susan Smith
The marketing director of Warner-Lambert's Irish subsidiary is completing the marketing plan for the launch of Niconil, a transdermal skin patch to facilitate smoking cessation.
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Quelch, John A., and Susan Smith. "Warner-Lambert Ireland: Niconil." Harvard Business School Case 593-008, January 1993. (Revised November 1993.)
- January 1993 (Revised April 1993)
- Case
Chadwick, Inc.: The Balanced Scorecard
By: Robert S. Kaplan
The pharmaceutical division of a diversified company has been asked to develop a Balanced Scorecard. Research and development projects take about ten years to bring a new product to the marketplace and the division depends on good relations and active feedback from its...
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Keywords:
Balanced Scorecard;
Performance Evaluation;
Customer Relationship Management;
Goals and Objectives;
Customer Satisfaction;
Research and Development;
Marketplace Matching;
Financial Condition;
Product Launch;
Pharmaceutical Industry
Kaplan, Robert S. "Chadwick, Inc.: The Balanced Scorecard." Harvard Business School Case 193-091, January 1993. (Revised April 1993.)
- November 1992 (Revised December 1992)
- Case
Deere & Co. (A): The Computer Aided Manufacturing Services Division - A Window to the World (Abridged)
By: Robert H. Hayes
The Computer-Aided Manufacturing (CAM) Services Division of John Deere has just received approval to sell their software and computer systems to external customers. These tools, initially developed for internal use, have been widely used throughout Deere. Still,...
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Keywords:
Information Infrastructure;
Applications and Software;
Machinery and Machining;
Technological Innovation;
Markets;
Marketing Strategy;
Product Launch;
Outcome or Result;
Computer Industry;
Manufacturing Industry
Hayes, Robert H. "Deere & Co. (A): The Computer Aided Manufacturing Services Division - A Window to the World (Abridged)." Harvard Business School Case 693-051, November 1992. (Revised December 1992.)
- November 1992 (Revised June 1994)
- Case
Packaged Products Company: Handy-Pak Introduction
By: Frank V. Cespedes and Laura Goode
The product manager and the market research director for a new line of snacking nuts are reviewing options concerning the upcoming roll-out of the product. These options include changes in pricing, promotional plans, and salesforce incentives intended to build support...
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Keywords:
Price;
Marketing;
Marketing Channels;
Product Launch;
Distribution;
Planning;
Research and Development;
Sales;
Salesforce Management;
Alignment;
Consumer Products Industry;
Service Industry
Cespedes, Frank V., and Laura Goode. "Packaged Products Company: Handy-Pak Introduction." Harvard Business School Case 593-057, November 1992. (Revised June 1994.)
- November 1992 (Revised May 1993)
- Case
American Mobile Satellite Corporation
By: Frank V. Cespedes and Laura Goode
American Mobile Satellite Corp. (AMSC) has a license to provide wireless mobile communications via satellite throughout the United States and 200 miles of coastal waters. The first satellite launch is scheduled for 1994 and, in the interim, AMSC is providing limited...
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Keywords:
Wireless Technology;
Decisions;
Distribution Channels;
Marketing Strategy;
Product Development;
Sales;
Emerging Markets;
Resource Allocation;
Performance Capacity;
Communications Industry;
Information Technology Industry;
United States
Cespedes, Frank V., and Laura Goode. "American Mobile Satellite Corporation." Harvard Business School Case 593-038, November 1992. (Revised May 1993.)
- September 1992 (Revised March 1993)
- Case
Empresas ICA and the Mexican Road Privatization Program
By: Willis M. Emmons III and Monica Brand
Mexico's largest construction company, Empresas ICA, makes an initial public offering to international equity investors in April 1992 to help fund its participation in an ambitious new private-sector approach to highway development. Under the new program, launched by...
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Keywords:
Construction;
Transportation Networks;
Infrastructure;
Privatization;
Private Equity;
Investment;
Initial Public Offering;
Private Sector;
Government and Politics;
Policy;
Construction Industry;
Mexico
Emmons, Willis M., III, and Monica Brand. "Empresas ICA and the Mexican Road Privatization Program." Harvard Business School Case 793-028, September 1992. (Revised March 1993.)
- September 1992
- Case
Vintage Directions, Inc.
Focuses on the problem of determining whether to continue with a start-up after the first market test. The company has seen product success but is far from break-even and needs additional financing. Focuses on opportunity analysis and the use of market data to assess...
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Keywords:
Product Launch;
Product Marketing;
Marketing Strategy;
Forecasting and Prediction;
Corporate Entrepreneurship;
Business Startups;
Business or Company Management
Stevenson, Howard H. "Vintage Directions, Inc." Harvard Business School Case 393-043, September 1992.
- March 1992 (Revised June 1993)
- Case
Lada do Brasil
By: James E. Austin and Helen Shapiro
In an effort to capitalize on the entrepreneurial opportunity presented by the Brazilian government's trade liberalization, a Panamanian automobile trading company launched a business of importing the Russian made Lada cars into Brazil. The company confronts a complex...
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Keywords:
Business Startups;
Transformation;
Economics;
Corporate Entrepreneurship;
Capital;
Policy;
Competition;
Auto Industry;
Brazil
Austin, James E., and Helen Shapiro. "Lada do Brasil." Harvard Business School Case 392-122, March 1992. (Revised June 1993.)
- February 1992 (Revised December 1992)
- Case
MCI Vision (A)
This case series focuses on divisional marketing and sales efforts concerning Vision, a new telecommunication product intended for the small business marketplace. Vision represents both a significant opportunity, and different field marketing requirements, for MCI....
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Keywords:
Change Management;
Marketing Strategy;
Product Launch;
Product Development;
Groups and Teams;
Sales;
Opportunities;
Competitive Strategy
Cespedes, Frank V. "MCI Vision (A)." Harvard Business School Case 592-083, February 1992. (Revised December 1992.)
- November 1991 (Revised June 1997)
- Case
Micom Caribe (A)
By: David M. Upton and Joshua D. Margolis
Describes the Puerto Rican manufacturing plant of a transnational company. The award-winning plant has dramatically improved the quality of flexibility of its operations, by taking a radical approach to manufacturing. The methods center on the use of specific...
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Keywords:
Business Plan;
Multinational Firms and Management;
Management Analysis, Tools, and Techniques;
Product Launch;
Production;
Performance Improvement;
Quality;
Strategy;
Manufacturing Industry
Upton, David M., and Joshua D. Margolis. "Micom Caribe (A)." Harvard Business School Case 692-002, November 1991. (Revised June 1997.)
- September 1991 (Revised November 1997)
- Case
Gillette's Launch of Sensor
By: Pankaj Ghemawat and Benjamin C. Esty
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...
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Keywords:
Product Launch;
Technological Innovation;
Innovation Strategy;
Business Strategy;
Marketing Strategy;
Measurement and Metrics;
Consumer Products Industry
Ghemawat, Pankaj, and Benjamin C. Esty. "Gillette's Launch of Sensor." Harvard Business School Case 792-028, September 1991. (Revised November 1997.)
- September 1991 (Revised August 1996)
- Case
Procter & Gamble Co., The: Lenor Refill Package
By: John A. Quelch
The assistant brand manager for Lenor, Procter & Gamble Germany's fabric softener brand, was preparing a presentation on the national launch of an environmentally friendly refill package.
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Keywords:
Multinational Firms and Management;
Environmental Sustainability;
Product Launch;
Brands and Branding;
Consumer Products Industry;
Germany;
United States
Quelch, John A., Minette E. Drumwright, and Julie Yao. "Procter & Gamble Co., The: Lenor Refill Package." Harvard Business School Case 592-016, September 1991. (Revised August 1996.)
- September 1991 (Revised December 1991)
- Case
G. Heileman Brewing Co. (A): Power Failure At PowerMaster
In June 1991, Heileman announced plans to introduce a high-alcohol malt liquor under the name PowerMaster (PM). Although the company claimed PM would be positioned as an upscale product and marketed on the basis of its superior taste, minority advocates and alcohol...
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Keywords:
Advertising Campaigns;
Ethics;
Lawfulness;
Brands and Branding;
Product Positioning;
Demand and Consumers;
Market Entry and Exit;
Food and Beverage Industry
Greyser, Stephen A. "G. Heileman Brewing Co. (A): Power Failure At PowerMaster." Harvard Business School Case 592-017, September 1991. (Revised December 1991.)
- March 1991
- Teaching Note
Procter & Gamble Co. (A), Teaching Note
Teaching Note for (9-584-047).
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- February 1991
- Background Note
Managing Marginal New Products
By: Rajiv Lal
Keywords:
Product Launch
Lal, Rajiv. "Managing Marginal New Products." Harvard Business School Background Note 591-088, February 1991.
- January 1991 (Revised February 1991)
- Teaching Note
Hewlett-Packard (A) and (B): Organizing New Product Sales Channels, Teaching Note
- January 1991
- Case
Volkswagen of America: Audi 5000 (A)
Audi marketing executives and their advertising agency colleagues must decide which of several advertising executions should be employed for the introductory campaign for the Audi 5000, their new car entry scheduled to replace the Audi 100LS in the United States in the...
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Keywords:
Advertising Campaigns;
Brands and Branding;
Marketing Strategy;
Product Launch;
Auto Industry;
United States
Greyser, Stephen A. "Volkswagen of America: Audi 5000 (A)." Harvard Business School Case 591-065, January 1991.
- January 1991
- Supplement
Volkswagen of America: Audi 5000 (B)
Six months after the launch in the United States of Audi 5000, Audi marketing executives and their advertising agency must appraise the introductory advertising for the car. Three alternative campaigns to replace the current one are under consideration.
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Keywords:
Advertising;
Advertising Campaigns;
Product Launch;
Performance Evaluation;
Auto Industry;
United States
Greyser, Stephen A. "Volkswagen of America: Audi 5000 (B)." Harvard Business School Supplement 591-066, January 1991.
- October 1990
- Case
Parenting Magazine
Describes a set of decisions confronting Robin Wolaner, who is negotiating with representatives of Time Inc. about investing in a project to launch a new magazine called Parenting. The negotiations have reached an impasse. Among the issues to be considered are the...
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Keywords:
Business or Company Management;
Decision Choices and Conditions;
Negotiation;
Negotiation Deal;
Valuation;
Venture Capital;
Financing and Loans;
Outcome or Result;
Risk and Uncertainty;
Projects;
Journals and Magazines;
Journalism and News Industry;
Publishing Industry
Sahlman, William A. "Parenting Magazine." Harvard Business School Case 291-015, October 1990.
- October 1990 (Revised April 1991)
- Case
RU 486 (A)
Describes the factors faced by Roussel UCLAF, a French drug company, in deciding whether and how to market a controversial new drug, RU 486, which is often called "the French abortion pill." Roussel's decision involved its relations with the French government, its...
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Keywords:
Judgments;
Ethics;
Product Launch;
Negotiation;
Outcome or Result;
Performance;
Business and Government Relations;
Health Industry;
Pharmaceutical Industry;
France;
Germany;
United States
Badaracco, Joseph L., Jr. "RU 486 (A)." Harvard Business School Case 391-050, October 1990. (Revised April 1991.)