Product
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- 20 Dec 2017
- Lessons from the Classroom
How to Design a Better Customer Experience
With the help of LEGO bricks, Stefan Thomke helps business executives discover how design principles can serve as building blocks to create a great customer experience. Open for comment; Comment(s) posted.
- 06 Dec 2017
- Working Paper Summaries
Trials and Terminations: Learning from Competitors' R&D Failures
When companies terminate R&D projects, it has ripple effects on the project selection decisions of rival firms and the broader competitive environment. Examining firm responses to others’ failures, this paper introduces a new model of R&D investment decisions, and empirically investigates when knowledge generated by rivals directly enters specific project investment decisions.
- 29 Mar 2017
- Research & Ideas
The Story of Why Humans Are So Careless With Their Phones
Consumers act more recklessly with the products they own when better versions become available, according to research by Silvia Bellezza, Joshua M. Ackerman and Francesca Gino. This comic by Josh Neufeld explains. Open for comment; Comment(s) posted.
- 20 Jul 2016
- Research & Ideas
Airplane Design Brings Out the Class Warfare in Us All
Air rage is often blamed on overcrowded flights and postage stamp-size seats, but researchers Michael Norton and Katherine A. DeCelles find another culprit: resentment toward passengers in first class. Open for comment; Comment(s) posted.
- 14 Jul 2014
- Research & Ideas
Pay Attention To Your ‘Extreme Consumers’
Jill Avery and Michael Norton explain what marketers can learn from consumers whose preferences lie outside of the mainstream. Open for comment; 5 Comment(s) posted.
- 14 Feb 2011
- Research & Ideas
Clay Christensen’s Milkshake Marketing
About 95 percent of new products fail. The problem often is that their creators are using an ineffective market segmentation mechanism, according to HBS professor Clayton Christensen. It's time for companies to look at products the way customers do: as a way to get a job done. Closed for comment; 114 Comment(s) posted.
- 05 Aug 2010
- What Do You Think?
What Is Customer Opinion Good For?
Summing Up: Are customer wishes irrelevant when creating a new product? Jim Heskett's readers say it depends on the product, on market goals, and where you are in the development cycle. (Online forum has closed; next forum opens September 2.) Closed for comment; 73 Comment(s) posted.
- 19 Feb 2008
- Research & Ideas
Radical Design, Radical Results
Consumers appear increasingly willing to make purchase decisions based upon their emotions about a product—how it looks, or sounds, or makes them feel using it. But the traditional design process based on user experience goes only so far in creating radical innovation. Harvard Business School visiting scholar Roberto Verganti is exploring the new world of "design-driven innovation." Key concepts include: Innovative product design is risky, but provides competitive advantage to companies that understand how a product "speaks" to customers. Little theory exists to point the way for companies that want to create a successful design strategy beyond the traditional user-driven design process. Companies often adopt one of three design strategies: launch and see, see and launch, or wait and see. Innovators may often be in the see and launch category. Innovators understand and build off each other's ideas better than the imitators do. Closed for comment; 0 Comment(s) posted.
- 16 Jan 2006
- Research & Ideas
What Customers Want from Your Products
Marketers should think less about market segments and more about the jobs customers want to do. A Harvard Business Review excerpt by HBS professor Clayton M. Christensen, Intuit’s Scott Cook, and Advertising Research Foundation’s Taddy Hall. Closed for comment; 0 Comment(s) posted.
- 30 Apr 2001
- Research & Ideas
Why Evolutionary Software Development Works
What is the best way to develop software? HBS professor Alan MacCormack discusses recent research proving the theory that the best approach is evolutionary. In this article from MIT Sloan Management Review, MacCormack and colleagues Marco Iansiti and Roberto Verganti uncover four practices that lead to successful Internet software development. Closed for comment; 0 Comment(s) posted.
When a Competitor Abandons the Market, Should You Advance or Retreat?
Companies pay close attention when a competitor drops out of the market, according to new research by Joshua Lev Krieger. Too often, though, they come to the wrong conclusion. Open for comment; Comment(s) posted.