Serious Materials

Serious Materials is a start-up that move in cleantech markets. The company’s first product, Quiet Rock was the soundproofing drywall category and created a steady stream of revenue. It was now considering how to extend their product portfolio to compete in the rapidly evolving green building markets. How is Serious Materials go to market when they launch their highly anticipated Windows and Serious EcoRock product lines? What they need to do to develop their brand?

Serious Materials is a start-up that move in cleantech markets. The company’s first product, Quiet Rock was the soundproofing drywall category and created a steady stream of revenue. It was now considering how to extend their product portfolio to compete in the rapidly evolving green building markets. How is Serious Materials go to the market when they launch their highly anticipated Windows and Serious EcoRock product lines? What they need to do to develop their brand?
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from
Thomas Steenburgh,
Liz type
Source: Harvard Business School
20 pages.
Release Date: 18, January 2011. Prod #: 511111-PDF-ENG
Serious Materials HBR case solution