Marketing Models
Detailed Course Outline and Reading List

Week 2:  New Product Growth and Innovation - January 13

Readings
  1. LKM Chapter 10 (New Product Planning).
  2. Vijay Mahajan, Eitan Muller, and Frank M. Bass (1990), "New Product Diffusion Models in Marketing:  A Review and Directions for Research," Journal of Marketing, 54 (1), 1-26.  1990 Harold H. Maynard Award.
  3. Sultan, Fareena, John U. Farley and Donald R. Lehmann (1990), "A Meta-Analysis of Applications of Diffusion Models," Journal of Marketing Research, 27 (1), 70-77.  1995 William O'Dell Award.
Forecasting the Diffussion of Innovation
  1. Bass, Frank (1969), "A New Product Model for Consumer Durables," Management Science, (January), 215-227.
  2. Norton, John A. and Frank M. Bass (1987), "A Diffusion Theory Model of Adoption and Substitution for Successive Generations of High-Technology Products," Management Science, 33 (9), 1069-1086. 1987 [John D. C. Little] Best Paper Award.
  3. Golder, Peter N. and Gerard J. Tellis (1997), "Will It Ever Fly? Modeling the Takeoff of Really New Consumer Durables," Marketing Science, 16 (3), 256-270. 1997 Frank M. Bass Dissertation Award.
Pre-Test Market Forecasting for New Product Designs:  ASSESSOR
  1. Silk, Alvin J. and Glen L. Urban (1978), "Pretest-Market Evaluation of New Packaged Goods:  A Model and Measurement Methodology," Journal of Marketing Research, 15 (2), 171-191.  1983 William F. O'Dell Award.
  2. Urban, Glen L. and Gerald M. Katz (1983),"Pretest-Market Models:  Validation and Managerial Implications," Journal of Marketing Research, 20 (3), 221-234.  1988 William F. O'Dell Award.
Recent Topics
  1. Biyalogorsky, Eyal, William Boulding, and Richard Staelin (2006), "Stuck in the Past:  Why Managers Persist with New Product Failures," Journal of Marketing, April 2006 Vol. 70 (2), 2006 Harold H. Maynard Award.
  2. Thompson, Deborah Viana, Rebecca W. Hamilton, and Roland T. Rust (2005), "Feature Fatigue:  When Product Capabilities Become Too Much of a Good Thing," Journal of Marketing, 44 (2).
Working Papers
  1. Toubia, Olivier, Jacob Goldenberg and Rosanna Garcia (2009), "Diffusion Forecasts Using Social Interactions Data," MSI Special Report, 9-210.
  2. Berger, Jonah and Raghuram Iyengar (2011), "How Interest Shapes Word-of-Mouth Over Different Channels," MSI Special Report 11-110.
Discussion Questions
  1. Innovation and diffusion of innovation is a "classic" topic in marketing with a considerable literature.  What are the opportunities for a new research study to make a contribution?  What are some key focal constructs that you might study/model?
  2. Innovation and new product diffusion in B2B and B2C environments is typically quite different.  What does this observation suggest regarding a research program?
  3. Most prior research has focused on radical or incremental innovations in markets for goods (not services).  However, managers are increasingly interested in service innovations (including innovations in processes and business models).  Propose a study that could make a contribution in this area.  What are some key focal constructs that you might study/model?
Assignment Write a critical review of two articles (excluding background readings).  Write a two or three page (double-spaced) answer to one of the discussion questions.