A guide for new marketers.

As executives at the Steinway prepared the piano company to go public in 2022, the firm Damen Investments eyed the intriguing brand as having great potential....

In March 2015, Amgen is preparing for the launch of Repatha, a new molecule that has demonstrated a remarkable ability to treat high cholesterol. Through...

In January 2013, small biotechnology firm Orexigen was in the final stages of testing Contrave, a promising new pharmaceutical product for the treatment...

In 2013 Taco Bell, a large U.S. fast food chain, was looking for ways to grow. One of the opportunities the company was considering was adding a line...

Michael Belden, longtime manager of the El Cerrito brand of high-end leather products and accessories, had just concluded a presentation to the senior...

It is January 2014, and the case protagonist, David Milestone (senior advisor at the Center for Accelerating Innovation and Impact at the U.S. Agency...

This case looks at an important business task: forecasting a new product. The case can be used to teach finance, marketing (new product introduction),...

The Penfolds case is designed to help students think through brand positioning and brand portfolio questions. Penfolds, one of the world's best known...

Supplement for Product KEL497