New Product Development
Best of MSI: Innovation: Harbingers of Failure and SuccessJan 30, 2018
Webinar featuring Eric T. Anderson, Northwestern University
A fundamental premise of new product development is that positive feedback—and strong initial sales—bode well for a product’s future success. Eric Anderson will discuss research that challenges this assumption.
Virtual Reality for Shopper ResearchAug 2, 2017 Raymond R. Burke, 2017, 17-116-08
Today, virtual reality simulations can help marketers test new ideas and more accurately predict consumers' in-store behavior. In the near future, virtual stores may become a viable channel of distribution, combining the convenience and transparency of online shopping with the engagement of a video game.
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.
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