Download Building Advantage Through Product Development

1. September 30 - Building Advantage Through Product Development
Required Reading:
Amabile, Teresa, “Motivating Creativity in Organizations: On Doing What You
Love and Loving What You Do,” California Management Review, Fall 1997, 3959
De Luca, Luigi M. and Kwahu Atuahene-Gima (2007), “Market Knowledge
Dimensions and Cross-Functional Collaboration: Examining the Different Routes
to Product Innovation Performance,” Journal of Marketing, 71(January 2007), 95112
Presentation Article
Golder, Peter N. and Gerard J. Tellis (1993), “Pioneer Advantage: Marketing
Logic or Marketing Legend?” Journal of Marketing Research, 30(May), 158-170
Isha
Shankar Ganesan, Alan Malter, and Aric Rindfleisch, “Does Distance Still
Matter? Geographic Proximity and New Product Development,” Journal of
Marketing, 69 (October 2005), 44-60. Yuying
Sehti, Rajesh, Daniel Smith, C. Wan Park, “Cross-Function Product Development
Teams, Creativity, and the Innovativeness of New Consumer Products,” Journal
of Marketing Research, 28(February 2001), 73-85. Ryan
Additional Reading:
Product Design
Raghubir, Priya and Eric A.; Greenleaf (2005), “Ratios in Proportion: What
Should the Shape of the Package Be?” Journal of Marketing, 70(April), 95-107.
New Product Development Process
Troy, Lisa C; Tanawat Hirunyawipadat, and Aufesh (2008), “Cross-Functional
Integration and New Product Success: An Empirical Investigation of the
Findings,” Journal of Marketing, 72(November 2008), 132-146. meta analysis
Carson, Stephen J, “ When to Give Up Control of Outsourced New Product
Development,” Journal of Marketing, 71(January), 49-66,
Mangelsdorf Martha 2009), “A Systematic Approach to Innovation,” MIT Sloan
Management Review. 50(Summer), 17-21
Moorman, Christine and Rebecca J. Slotegraaf (1999), “The Contingency Value
of Complementary Capabilities in Product Development,” Journal of Marketing
Research, 36 (May), 239-257.
Dutta, Shantanu, Om Narasimhan, and Rajiv Surendra (1999), “Success in HighTechnology Markets: Is Marketing Capability Critical?” Marketing Science, 18
(4), 547-568.
Todorova, Gergana and Boris Durisin (2007), “Absorptive Capacity: Valuing A
Reconceptualization,” Academy of Management Review, 32(July 2007), 774-786.
Market Entry
Chandy, Rajesh; Brigitte Hopstaken; Om Narasimhan; and Jaideep Prabhu
(2006), “From Invention to Innovation: Conversion Ability in Product
Development, Journal of Marketing Research, 43(August), 494-508.
Stremersch, Stefan; Gerard J Tellis, Philip Hans Franses, Jeroen L.G aan Binken
(2007), Indirect Network Effects in New Product Growth,ll Journal of
Marketing, 71(July), 52-74
Sungwook Min, Manohar Kalwani, and William Robinson “Market Pioneer and
Early Follower Survival Risks: A Contingency Analysis of Really New Versus
Incrementally New Product-Markets,” Journal of Marketing, 70(January 2006),
15-33.
Okada, Erica Mina (2006), “Upgrades and New Purchases,” Journal of
Marketing, 70(October), 92-102.
Biyalogorsky, Eyal; William Boulding, and Richard Staelin (2006), “Stuck in the
Past: Why Managers Persist with New Product Failures,” Journal of Marketing,
70(April), 108-121.
Srinivasan, Raji; Gary L.Lilien; and Arvind Rangaswamt (2006), “The
Emergence of Dominant Designs,”Journal of Marketing, 70(April), 1-17.
Johnson, Joseph and Gerard J. Tellis (2008), “Drivers of Success for Market
Entry into China and India,” Journal of Marketing, 72(May), 1-13.
Brand Communities and New Product Adoption:The Influence and Limits of
Oppositional Loyalty.Full Text Available By: Thompson, Scott A; Sinha, Rajiv
K. Journal of Marketing, Nov2008, Vol. 72 Issue 6, p65-80, 16p, 5 charts; DOI:
10
Ghosh, Mrinal; Shantanu Dutta and Stefan Stremersch (2006), “Customizing
Complex Products: When Should the Vendor Take Control?” Journal of
Marketing Research, 43 (November), 664-679.
Castaño, Raquel; Miya Sujan; Manish Kacker; and Harish Sujan (2008),
“Managing Consumer Uncertainty in the Adoption of New Products: Temporal
Distance and Mental Simulation.” Journal of Marketing Research, 45(June), 320336.
Tellis, Gerard J; Eden Yin, Eden; and Rakesh Niraj (2009), “Does Quality Win?
Network Effects Versus Quality in High-Tech Markets,”Journal of Marketing
Research. 46(May), 135-149.
Competitive Response
Aboulnasr, Khaled; Om Narasimhan; Edward Blair; Rajesh Chandy (2008),
“Competitive Response to Radical Product Innovations,” Journal of Marketing,
71(May), 94-110.
Discussion Questions
1. What is creativity?
2. What can organizations do to increase the creative outputs of their business
units and employees?
3. What can you and the faculty in your department do to make your research
more creative?
4. Why would firms want to have diversity of functional areas (cross-function
teams) in new product development teams? What are the benefits and
liabilities of have a high level of team diversity? What could/should
management do to reap the benefits of team diversity and minimize the
negative effects?
All other except the presenters. Make up three hypotheses concerning creativity, product
development, and/or successful product launch. The hypotheses should be of the form X
causes Y and the relationship