New Product Development
Does Customer Participation Always Benefit NPD?Oct 23, 2016
Effects vary by industry, market, and stage of development process (from Journal of Marketing).
Wider Gaps in a Flatter World? The Speed of New Product Diffusion in Rich versus Poor CountriesJun 14, 2016 Ashish Sood and Christophe Van den Bulte, 2016, 16-113
Managers should be wary of forecasting how quickly a new product category will gain market traction in poor countries based on its speed of growth in rich countries.
Social Influence on Consumer DemandMay 19, 2016
Consumer demand for hedonic products is driven by others’ choices: social influence boosts demand for popular products while unpopular products become even less popular. Here, Olaf Maecker, Nadja Grabenstroer, Michel Clement, and Mark Heitmann summarize findings of a macro-experiment.
Creating Products That Captivate CustomersFeb 05, 2015
Webinar featuring Peter Boatwright, Carnegie Mellon University
Why do some companies create captivating products that energize the marketplace and set the standard for what customers want and expect, while other companies create products that fail to generate enthusiasm, or even just flop?
Using Big Data Tools to Make People More CreativeDec 11, 2014 Olivier Toubia, Columbia University
Olivier Toubia discusses how tools and methods developed to deal with big data can be used to identify promising new ideas and to enhance the idea generation process.
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