New Product Development
5 Things I Know About Marketing - UCLA’s Dominique HanssensJun 13, 2014
"Technology changes fast, but consumer behavior actually changes slowly," says UCLA's Dominique Hanssens. "The elements of the marketing mix remain very powerful."
Innovation Success: The Overlooked Role of the RetailerJun 2, 2014 Lien Lamey, Barbara Deleersnyder, Jan-Benedict E.M. Steenkamp, and Marnik G. Dekimpe, 2014, 14-103
Examines the role of retailer-controlled drivers in the success of new product introductions by consumer packaged goods manufacturers. Models the retailer’s decision regarding innovation adoption and traces first-year performance across 13 major retail banners.
Consumer Response to Less-typical Product DesignsFeb 21, 2014
In an automotive setting, typical designs are preferred at lower exposure levels, but atypical designs are preferred at higher levels of exposure.
Marketing Insights on New Product GrowthFeb 18, 2014
How does innovation grow sales over time? In Innovation Diffusion and New Product Growth, Eitan Muller, Renana Peres, and Vijay Mahajan summarize research on this important marketing question.
What Drives Social Contagion in New Product Adoption?Nov 08, 2013
Christophe Van den Bulte, Wharton colleague Raghuram Iyengar, and Jeonghye Choi of Yonsei School of Business develop a framework for understanding social influence in a network.
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