Product launches

Five steps to help you enhance the discovery process and deliver products that meet both customer needs and business goals.

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

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

Success isn’t just about recurring revenue — it’s about creating habits.

You might not be seeing potential hurdles.

Should you go all in, or take a more measured approach?

Covid will have a long-lasting impact on the industry.

Four ways to do it well.

Better spacing improves learning.

Beware strategic inertia.

We know what works, but the U.S. lacks the political will to implement it.

You have to act like a real startup.

Get customers excited with Facebook, Twitter, Instagram, Snapchat, Meerkat, and more.

Not all companies can afford to keep secrets.

Research on product adoption in the airline industry suggests that being first to market can make a big difference to an offering's success, even if the...

These companies provide a model for bootstrapping entrepreneurs.

Corporate social responsibility is becoming a clear priority: More than 6,000 companies in 135 countries have adopted the UN’s Global Compact, agreeing to align their operations with 10 principles relating to human rights, labor, environment, and corruption. But CSR remains controversial because of its impact on the bottom line. Critics charge that it saps firms—and […]

No investment in innovation is ever a sure bet. Typically, innovation success rates are low, and returns are slow to materialize-if they're generated...

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...

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.