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Why Most Product Launches Fail (Spanish version)
Schneider, Joan; Hall, JulieArticle HBS-F1104AMarketingThe company can't support fast growth, the product falls short of claims and gets bashed, the item exists in "product limbo," the product defines a new category and requires substantial consumer education but doesn't get it, and the product is revolutionary but has no market. The authors describe real-world examples of each kind of failure and suggest how companies can avoid these pitfalls.Starting at €8.20
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Carcierge: An Innovative Approach to Car Sales
Sheri Lambert, Jerry Miller, Sunil WattalCase IVEY-W25147-EMarketing, StrategyIn February 2016, the principal dealer of several European luxury automotive dealerships learned from Audi of America LLC (Audi) that he would have to relocate one of his dealerships to a new location. The relocation would be to a new market area and the dealer would most likely lose his current customer base. Instead, the dealer used the opportunity to create a new business model for auto retailing that could enable him to maintain his market sh...Starting at €8.20