75423 - Product Development and Marketing

Learning outcomes

By the end of the course students should be able to understand the main challenges associated with the development of new products. More specifically students will be able to 1) design a new product development process 2) analyze the competitive advantage of a new idea; 3) assess a new product idea’s value; make decision on whether or not a new product idea should/should not launched in the market.

Course contents

1) The new product development process. New product development as a process. The relationship between Research and Development.

2) Identification of opportunities. Ideas generation. Need analysis and classification.

3) Turn the  consumer insight into a product. Preference analysis and concept development.

4) Concept testing and sales forecasting. Evaluating the market potential

5) New product Launch. Launching strategies, new product adoption and diffusion

Readings/Bibliography

Reading material for students attending the course

BOOK CHAPTERS

Ely Dahan and John R. Hauser “Product Development - Managing a Dispersed Process.” Handbook of Marketing. B.Weitz and R. Wensley, Eds. Downloadable:

http://mitsloan.mit.edu/vc/Dahan_Hauser_Product_Development_Chapter.pdf (week 1)

Urban, Glen L. and John R. Hauser (1997), Design e Marketing dei Nuovi Prodotti, Prentice Hall,Torino. Chapter, 5-6. (week 2)

Hair, J.F., R.E. Anderson, R.L.Tatham and W.C. Black “Conjoint Analysis” in Multivariate Data Analysis p-387-436. Fifth Edition, capitolo 7. (week 3)

Elisa Montaguti e Gian Luca Marzocchi (2012), “Le Ricerche per il Marketing dei Nuovi Prodotti”, in Ricerche di Marketing, eds.Molteni-Troilo, EGEA, p. 365-87 (week 4)

Urban, Glen L. and John R. Hauser (1997), Design e Marketing dei Nuovi Prodotti, Prentice Hall,Torino. Chapter, 13 p-297-316. (week 5)

Moore, Geoffrey A. (1991), Crossing the Chasm, Harper Collins Publishers: New York, New York. Chapter 1, 2, 3. (Optional) (week 5)

ARTICLES:

a) On innovation and the Marketing and R&D Interfaces

1)Abbie Griffin and John R. Hauser “Integrating R&D and Marketing: A Review and Analysis of the Literature” Journal of Product Innovation Management, Volume 13, Issue 3, [http://onlinelibrary.wiley.com/doi/10.1111/jpim.1996.13.issue-3/issuetoc] pages 191–215, May 1996.

http://scholar.google.it/scholar?hl=it&q=Integrating+R%26D+and+Marketing%3A+A+Review+and+Analysis+of+the+Literature&btnG=&lr =

(week 1) (Optional).

b) On idea generation 

2) Patnaik, dev and Robert Becker (1999) “Needfinding: The Why and How of Uncovering People’s Needs” Design Manangement Journal

http://www.paulos.net/teaching/2011/BID/readings/needfinding.pdf

(week 2)

Barry Bayus (2013) “Crowdsourcing New Product Ideas Over Time: An Analysis of the Dell IdeaStorm Community,” Management Science, 59 (January), 226-244;

http://public.kenan-flagler.unc.edu/faculty/bayusb/WebPage/Papers/Crowdsourcing.pdf

(week 2) (optional)

c) On opportunity evaluation opportunità, intention to buy as a measure to forecast market potential  

4) Morwitz Vicki G., Joel H. Steckel and Alok Guptab (2007) “When do purchase intentions predict sales?” International Journal of Forecasting, 23, 3, July–September 2007, 347–364

http://www.sciencedirect.com/science/article/pii/S0169207007000799# [http://www.sciencedirect.com/science/article/pii/S0169207007000799]

5) Day, G. (2007), “Is it Real? Is it worth it? Can it Win?” Harvard Business Review. Available in the Library of Scienze Aziendali.

(week 4)

 Readings for non attending students 

Students who are not attending the course (i.e. students who decide not to participate to the group work) should cover all the articles and book chapters required for attending students (both compulsory and optional) as their required reading). Moreover they are also required to cover the material indicated in the following list.  

BOOK CHAPTERS:

Moore, Geoffrey A. (1991), Crossing the Chasm, Harper Collins Publishers: New York, New York. Chpaters 1, 2, 3.

Urban, Glen L. and John R. Hauser (1997), Design e Marketing dei Nuovi Prodotti, Prentice Hall,Torino. Chapter, 13.

Hair, J.F., R.E. Anderson, R.L.Tatham and W.C. Black “Multidimensional Scaling” in Multivariate Data Analysis p-519-546. Fifth edition, Chapter 10.

ARTICLES:

a) On innovation and Marketing and R&D interfaces

1)Abbie Griffin, Brett W. Josephson, Gary Lilien, Fred Wiersema, Barry Bayus, Rajesh Chandy, Ely Dahan, Steve Gaskin, Ajay Kohli, Christopher Miller, Ralph Oliva, and Jelena Spanjol (2013), “Marketing’s Roles in Innovation in Business-To-Business Firms: Status, Issues And Research Agenda,” Marketing Letters, 24:4 (December), 323-337;

http://link.springer.com/article/10.1007/s11002-013-9240-7#page-1

b) On idea generation

3)Laura J. Kornish and Karl T. Ulrich “The Importance of the Raw Idea in Innovation: Testing the Sow's Ear Hypothesis” Journal of Marketing Research, Volume 51, Issue 1 (February 2014);

http://funginstitute.berkeley.edu/sites/default/files/Kornish-Ulrich-IdeaValue-Oct2012_0.pdf

c) On intention to buy as a took to forecast market potential

3) William J. Infosino [http://pubsonline.informs.org/action/doSearch?text1=Infosino%2C+W+J&field1=Contrib] William J. (1986) “Forecasting New Product Sales from Likelihood of Purchase Ratings [http://pubsonline.informs.org/doi/abs/10.1287/mksc.5.4.372] ” Marketing Science 5 (4) , pp. 372–384 November 1.

http://www.jstor.org/stable/184014

d) On conjoint analysis Conjoint Analysis

4) Green Paul E. and A.M.Krieger (1996) “Individualized Hybrid Models for Conjoint Analysis,” Management Science, 42 (6), 850-67.

http://www.jstor.org/stable/2634599

e) On perceptual mapping 

5) Hauser John R. and Frank Koppelman (1979), “Alternative Perceptual Mapping Techniques: Relative Accuracy and Usefulness”, Journal of Marketing Research, 16 (November 1979) 495-506

http://s3-ap-southeast-2.amazonaws.com/jigsydney/general/PDF/34163~Alternative_Perceptual_Mapping_Techniques.pdf

Teaching methods

The course will involve lecturing, class discussion, using of statistical software

Assessment methods

The course assessment is based on:

a) group work (50%)

b) written exam (50%)

Office hours

See the website of Elisa Montaguti