Serious Materials

Posted: 1 Feb 2012

See all articles by Thomas J. Steenburgh

Thomas J. Steenburgh

University of Virginia - Darden Graduate School of Business

Elizabeth A. Kind

Harvard Business School, California Research Center

Date Written: January 18, 2011

Abstract

Serious Materials is a start up who is moving into clean tech markets. The company's first product, QuietRock, originated the sound proofing drywall category and created a steady stream of revenue. It was now considering how to expand its product line to compete in the rapidly developing green building markets. How should Serious Materials go to market when they launch their highly anticipated Serious Windows and EcoRock product lines? What do they need to do to develop their brand?

Learning Objective: How to create product line extensions in green markets.

Suggested Citation

Steenburgh, Thomas J. and Kind, Elizabeth A., Serious Materials (January 18, 2011). Harvard Business School Marketing Unit Case No. 511-111. Available at SSRN: https://ssrn.com/abstract=1996594

Thomas J. Steenburgh (Contact Author)

University of Virginia - Darden Graduate School of Business ( email )

P.O. Box 6550
Charlottesville, VA 22906-6550
United States

Elizabeth A. Kind

Harvard Business School, California Research Center ( email )

Soldiers Field Road
Morgan 270C
Boston, MA 02163
United States

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