Harvard Business School Case 591-007
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.
Beinhocker, E. & Menezes, M. (1990). 'Techsonic Industries, Inc.: Humminbird - New Products'. Harvard Business School Case, 591-007, November 1990.