More search options
Basket icon
No items
Basket icon

Product details

By continuing to use our site you consent to the use of cookies as described in our privacy policy unless you have disabled them.
You can change your cookie settings at any time but parts of our site will not function correctly without them.
Case
-
Reference no. 9-580-148
Subject category: Marketing
Authors: David J Reibstein (Harvard Business School); Elizabeth N Webster (Harvard Business School)
Published by: Harvard Business Publishing
Published in: 1980
Length: 31 pages
Data source: Field research
Topics: Forecasting; Market research; Medical supplies; New product marketing; Product management; Research and development (R&D)
Share a link: https://casecent.re/p/48270
| No reviews for this item
This product has not been used yet
View our pricing guide or login to see prices.

Abstract

Discusses the role of market research in a product manager''s decision process. Traces the development of market research information for the introduction of a new product, and presents a manager''s dilemma of receiving market data that are inconsistent with expectations and plans. How should the product manager merge this information with the decision?
Location:
United States
Industry:
Veterinary products
Size:
Large, USD650 million sales
Other setting(s):
1980
Teaching note
-
Reference no. 5-580-160
Subject category: Marketing
Authors: David J Reibstein (Harvard Business School); Elizabeth N Webster (Harvard Business School)
Published by: Harvard Business Publishing
Originally published in: 1980
Version: 1 June 1980
Length: 6 pages
Data source: Field research
View full details

About

Abstract

Discusses the role of market research in a product manager''s decision process. Traces the development of market research information for the introduction of a new product, and presents a manager''s dilemma of receiving market data that are inconsistent with expectations and plans. How should the product manager merge this information with the decision?

Settings

Location:
United States
Industry:
Veterinary products
Size:
Large, USD650 million sales
Other setting(s):
1980

Related

Teaching note
-
Reference no. 5-580-160
Subject category: Marketing
Authors: David J Reibstein (Harvard Business School); Elizabeth N Webster (Harvard Business School)
Published by: Harvard Business Publishing
Originally published in: 1980
Version: 1 June 1980
Length: 6 pages
Data source: Field research
View full details