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Case
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Reference no. 9-591-007
Subject category: Marketing
Authors: Eric Beinhocker (Harvard Business School); Melvyn AJ Menezes (Harvard Business School)
Published by: Harvard Business Publishing
Originally published in: 1990
Version: 30 November 1990
Revision date: 28-Mar-2019
Length: 23 pages
Data source: Field research
Topics: Market research; Marketing strategy; Product introduction; Product management; Product planning & policy; Total customer value; Value chains
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Abstract

After several new product failures, the company began using customer input to help develop new products. In 1989, the fishing electronics industry is experiencing a downturn, and the company's sales and profits are slipping. The company, which has one product line (depth sounders) and a strong brand (Humminbird), has conducted substantial market research on three new products. Of these, one is an extension of the existing line, while the other two would be new product lines for the company. Top management is deciding which one or more of the three new products it should proceed with.
Location:
United States
Industries:
Electronic components; Fishing
Size:
USD100 million revenues
Other setting(s):
1989
Teaching note
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Reference no. 5-592-103
Subject category: Marketing
Authors: Robert J Dolan (Harvard Business School)
Published by: Harvard Business Publishing
Originally published in: 1992
Version: 8 June 1992
Length: 11 pages
Data source: Field research
View full details

About

Abstract

After several new product failures, the company began using customer input to help develop new products. In 1989, the fishing electronics industry is experiencing a downturn, and the company's sales and profits are slipping. The company, which has one product line (depth sounders) and a strong brand (Humminbird), has conducted substantial market research on three new products. Of these, one is an extension of the existing line, while the other two would be new product lines for the company. Top management is deciding which one or more of the three new products it should proceed with.

Settings

Location:
United States
Industries:
Electronic components; Fishing
Size:
USD100 million revenues
Other setting(s):
1989

Related

Teaching note
-
Reference no. 5-592-103
Subject category: Marketing
Authors: Robert J Dolan (Harvard Business School)
Published by: Harvard Business Publishing
Originally published in: 1992
Version: 8 June 1992
Length: 11 pages
Data source: Field research
View full details