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The Best Way to Name Your Product 2.0 (Spanish version)
Bertini, Marco; Gourville, John; Ofek, ElieArticle HBS-F1105CMarketingAlthough there's ample research to guide marketers in naming new products, little of it has addressed follow-on offerings, even though these make up the bulk of new products in many industries. Companies have two basic strategies to choose from. They can stick with a name, often adding a sequential indicator (PlayStation 2, PlayStation 3), or they can come up with an entirely new name (Nintendo's Wii). Three questions managers should consider whe...Starting at €8.20
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In Search of a Second Act (HBR Case Study)
Ofek, Elie; Avery, JillArticle HBS-R1304X-EMarketingRiding the popularity of a great first product is easy; finding the next one is hard. Written by Elie Ofek and Jill Avery, this fictional HBR Case Study features expert commentary by Gauri Nanda and Ravi Sawhney. For teaching purposes, this is the case-only version of the HBR case study. The commentary-only version is Reprint R1304Z. The complete case study and commentary is Reprint R1304M.Starting at €8.20
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In Search of a Second Act (HBR Case Study and Commentary)
Ofek, Elie; Avery, JillArticle HBS-R1304M-EMarketingRiding the popularity of a great first product is easy; finding the next one is hard. Written by Elie Ofek and Jill Avery, this fictional HBR Case Study features expert commentary by Gauri Nanda and Ravi Sawhney. This HBR Case Study includes both the case and the commentary. For teaching purposes, this Reprint is also available in two other versions: case study-only, Reprint R1304X, and commentary-only, R1304Z.Starting at €8.20
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In Search of a Second Act (Commentary for HBR Case Study)
Ofek, Elie; Avery, JillArticle HBS-R1304Z-EMarketingRiding the popularity of a great first product is easy; finding the next one is hard. Written by Elie Ofek and Jill Avery, this fictional HBR Case Study features expert commentary by Gauri Nanda and Ravi Sawhney. For teaching purposes, this is the commentary-only version of the HBR case study. The case-only version is reprint R1304X. The complete case study and commentary is Reprint R1304M.Starting at €8.20
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The Best Way to Name Your Product 2.0
Bertini, Marco; Gourville, John; Ofek, ElieArticle HBS-F1105C-EMarketingAlthough there's ample research to guide marketers in naming new products, little of it has addressed follow-on offerings, even though these make up the bulk of new products in many industries. Companies have two basic strategies to choose from. They can stick with a name, often adding a sequential indicator (PlayStation 2, PlayStation 3), or they can come up with an entirely new name (Nintendo's Wii). Three questions managers should consider whe...Starting at €8.20
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Case of the Pricing Predicament (HBR Case Study and Commentary)
Karr, Mary; Rogers, F.G. Buck; Moore, Bruce; Lindgren, Richard T.; Whitescarver, WilliamArticle HBS-88205-EMarketingScott Palmer's most important account, Occidental Aerospace, is pushing for a discount, but Standard Machine Corp., Scott's company, has a long-standing policy of selling its products at list price--discounts are out of the question. Occidental also has plans for two new plants so Standard's bid may affect millions of dollars in future business. And two Asian machine-tool companies have set their sights on Occidental's home market. Has Standard's...Starting at €8.20