Product launches

Success isn't just about recurring revenue - it's about creating habits.

Over the years, we've seen a lot of potentially valuable innovations flop because the companies sponsoring them were using the fundamentally wrong logic...

Although 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...

Veteran product launch PR executives Joan Schneider and Julie Hall examine the five most frequent reasons why new products flop: The company can't support...

Countercyclical rollouts can be a smart tactic—but you need to keep several factors in mind.

A guide to getting the most from your product's early adopters.

You have to act like a real startup.

You might not be seeing potential hurdles.

Not all companies can afford to keep secrets.

With all the commotion about the Apple iPad heading into the Easter weekend, you’d have thought it was the second coming. (Certainly its arrival was greeted with some throwing down of palms.) But while most of the buzz was about the coolness of its design and the game-changing nature of its functionality, not many analysts […]

Reprint: R0309E Despite companies' almost fanatical worship of innovation, most new products don't generate money. That's because executives don't realize...

Four years ago, Diane Ashton and Sundeep Lal were working together at MIT on a titanium extraction project. Durable and highly heat resistant, titanium...

When a company launches a new product into a new market, the temptation is to ramp up sales force capacity immediately to gain customers as quickly as...

Products without precedent are a tough sell; consumers stick with the goods they understand. The key to marketing breakthrough products is to educate...

Four ways to do it well.

Four years ago, Diane Ashton and Sundeep Lal were working together at MIT on a titanium extraction project. Durable and highly heat resistant, titanium...

In the 1990s, competitive success will come from building and dominating fundamentally new markets. Core competencies are one prerequisite for creating...

Joan Schneider and Julie Hall of Schneider Associates, coauthors of the HBR article Why Most Product Launches Fail, explain how to attract and maintain consumers’ attention.

These companies provide a model for bootstrapping entrepreneurs.

Better spacing improves learning.