New Approaches for New Products

Gary Gebhart, Harikesh Nair, Sridhar Narayanan, and Jeff Shulman, 2003 [03-108]

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On May 1-2, 2003, academics and marketing executives gathered to explore “New Approaches for New Products” at an MSI conference on in Chicago. Presentations offered examples of quantitative methods to forecast and evaluate marketplace acceptance and diffusion, as well as qualitative techniques focusing on idea generation and product research. Case studies and reports on research findings demonstrated that both approaches aid managers in developing products that lead to real growth.

Securities Trading of Concepts
Ely Dahan, University of California, Los Angeles
Consumer-focused Development of New Ideas
Paul Zimmerman and Joey Suntken, The Procter & Gamble Company
Creativity Templates in Marketing
Jacob Goldenberg, Hebrew University of Jerusalem
“Listening in” to Find Unmet Customer Needs and Solutions
John Hauser, MIT
New Product Research: Process, Infrastructure, and Technology
Jeff Hunter, General Mills Inc.
Designing New Products with an Eye for How Consumers Evaluate Them
Page Moreau, University of Colorado
Relevant Innovation: Finding a Balance to Achieve Commercial Success Chris Bradley, 2ndEdison, Inc.
New Product Diffusion across Countries and Products
Andrew Ainslie, University of California, Los Angeles
Discussion: Methods for Innovation
Moderator: José Antonio Rosa, Case Western Reserve University
Discussion: Prediction and Evaluation
Moderators: Donald Lehmann, Columbia University, and William Qualls, University of Illinois, Urbana-Champaign
Discussion: Methods for Development
Moderator: Tom O’Guinn, University of Illinois at Urbana-Champaign