Notes Tml
1. Christopher Power, "Flops," Business Week, August 16, 1993, pp. 76-82.
2. New Products Management for the 1980s (New York: Booz, Allen & Hamilton, 1982).
3. Erika Rasmussen, "Staying Power," Sales & Marketing Management, August 1998, pp. 44-46.
4. Robert G. Cooper and Elko J. Kleinschmidt, New Products: The Key Factors in Success (Chicago: American Marketing Association, 1990).
5. Modesto A. Madique and Billie Jo Zirger, "A Study of Success and Failure in Product Innovation: The Case of the U.S. Electronics Industry," IEEE Transactions on Engineering Management, November 1984, pp. 192-203.
6. Eric von Hippel, "Lead Users: A Source of Novel Product Concepts," Management Science, July 1986, pp. 791-805. Also see his The Sources of Innovation (New York: Oxford University Press, 1988); and "Learning from Lead Users," in Marketing in an Electronic Age, ed. Robert D. Buzzell (Cambridge, MA: Harvard Business School Press, 1985), pp. 308-17.
7. Constance Gustke, "Built to Last," Sales & Marketing Management, August 1997, pp. 78-83.
8. "The Ultimate Widget: 3-D 'Printing' May Revolutionize Product Design and Manufacturing," U.S. News & Wmld Report, July 20, 1992, p. 55.
9. Dan Deitz, "Customer-Driven Engineering," Mechanical Engineering, May 1996, p. 68.
10. See David B. Hertz, "Risk Analysis in Capital Investment," Harvard Business Review, January-February 1964, pp. 96-106.
11. See John Hauser, "House of Quality," Harvard Business Review, May-June 1988, pp. 63-73. Customer-driven engineering is also called "quality function deployment." See Lawrence
R. Guinta and Nancy C. Praizler, The QFD Book: The Team Approach to Solving Problems and Satisfying Customers through Quality Function Deployment (New York: AMACOM, 1993); V. Srinivasan, William S. Lovejoy, and David Beach, "Integrated Product Design for Marketability and Manufacturing," Journal of Marketing Research, February 1997, pp. 154-63.
12. See Mark Borden, "Keeping Yahoo Simple—and Fast," Fortune, January 10, 2000, pp. 167-68.
14. Charles Platt, "What's the Big Idea," Wired, September 1999, pp. 122-32; Dave Califano, "The Future of the Internet: CarsDirect," Worth Online, November 1999, www.worth.com.
15. Christopher Power, "Will it Sell in Podunk? Hard to Say," Business Week, August 10, 1992, pp. 46-47.
16. Philip Kotler and Gerald Zaltman, "Targeting Prospects for a New Product," Journal of Advertising Flesearch, February 1976, pp. 7-20.
17. For details, see Keith G. Lockyer, Critical Path Analysis and Other Project Network Techniques (London: Pitman, 1984). Also see Arvind Rangaswamy and Gary L. Lilien, "Software Tools for New Product Development," Journal of Marketing Research, February 1997, pp. 177-84.
18. The following discussion leans heavily on Everett M. Rogers, Diffusion of Innovations (New York: Free Press, 1962). Also see his third edition, published in 1983.
19. See Hubert Gatignon and Thomas S. Robertson, "A Propositional Inventory for New Diffusion Research," Journal ofConsumer Research, March 1985, pp. 849-67; Vijay Mahajan, Eitan Muller, and Frank M. Bass, "Diffusion of New Products: Empirical Generalizations and Managerial Uses," Marketing Science, 14, no. 3, part 2 (1995): G79-G89; Fareena Sultan, John U. Farley, and Donald R. Lehmann, "Reflection on 'A Meta-Analysis of Applications of Diffusion Models,' " Journal of Marketing Research, May 1996, pp. 247-49; Minhi Hahn, Sehoon Park, and Andris A. Zoltners, "Analysis of New Product Diffusion Using a Four-segment Trial-repeat Model," Marketing Science, 13, no. 3 (1994): 224-47.
20. Some authors distinguished additional stages. Wasson suggested a stage of competitive turbulence between growth and maturity. See Chester R. Wasson, Dynamic Competitive Strategy and Product Life Cycles (Austin, TX: Austin Press, 1978). Maturity describes a stage of sales growth slowdown and saturation, a stage of flat sales after sales have peaked.
21. Robert D. Buzzell, "Competitive Behavior and Product Life Cycles," in New Ideas for Successful Marketing, eds. John S. Wright and Jack Goldstucker (Chicago: American Marketing Association, 1956), p. 51.
22. Steven P. Schnaars, Managing Imitation Strategies (New York: Free Press, 1994).
23. Arlyn Tobias Gajilan, "The Parents of the Pilot Try for an Encore with Handspring," Fortune, November 22, 1999, pp. 374[H], 374[J]; Stephanie Miles, "PalmPilot In, Newton Out," CNET News.com, February 27, 1998, www.news.com.
24. John B. Frey, "Pricing Over the Competitive Cycle," speech presented at the 1982 Marketing Conference, Conference Board, New York.
25. "Explosive Growth in DVD Sales," ZDNet News, December 9, 1999, www.zdnet.com.
26. Stephen M. Nowlis and Itamar Simmonson, "The Effect of New Product Features on Brand Choice," Journal of Marketing Research, February 1996, pp. 36-46.
27. Allen J. McGrath, "Growth Strategies with a '90s Twist," Across the Board, March 1995, pp. 43-46.
28. Kathryn Rudie Harrigan, "Strategies for Declining Industries," Journal of Business Strategy, Fall 1980, p. 27.
29. See Philip Kotler, "Harvesting Strategies for Weak Products," Business Horizons, August 1978, pp. 15-22; and Laurence P. Feldman and Albert L. Page, "Harvesting: The Misunderstood Market Exit Strategy," Journal of Business Strategy, Spring 1985, pp. 79-85.
30. Dana James, "Rejuvenating Mature Brands Can Be Stimulating Exercise," Marketing News, August 16, 1999, pp. 16-17.
31. Some of these bases are discussed in David A. Garvin, "Competing on the Eight Dimensions of Quality," Harvard Business Review, November-December 1987, pp. 101-9.
32. See Bernd Schmitt and Alex Simonson, Marketing Aesthetics: The Strategic Management of Brand, Identity, and Image (New York: Free Press, 1997).
33. See Philip Kotier, "Design: A Powerful but Neglected Strategic Tool," Journal of Business Strategy, Fall 1984, pp. 16-21. Also see Christopher Lorenz, The Design Dimension (New York: Basil Blackwell, 1986).
34. Christine Bittar, "The Rite Stuff," Brandweek, September 14, 1998, pp. 28-29.
35. See "The 25 Best Sales Forces," Sales & Marketing Management, July 1998, pp. 32-50.
36. For a similar list, see Leonard L. Berry and A. Parasuraman, Marketing Services: Competing Through Quality (New York: Free Press, 1991), p. 16.
37. Erin Davies, "Selling Sex and Cat Food," Fortune, June 9, 1997, p. 36.
38. "Four Reasons Nike's Not Cool," Fortune, March 30, 1998, pp. 26-27.
39. Theodore Levitt, "Marketing Success through Differentiation—of Anything," Harvard Business Review, January-February 1980.
40. Al Ries and Jack Trout, Positioning: The Battle for Your Mind (New York: Warner Books, 1982).
41. Ries and Trout, Positioning.
SECTION FOUR
Continue reading here: Brand Strategy Decision
Was this article helpful?