Seeking Customer Involvement in Innovation? A Social Strategy Can Help
This content relates to : MARKETING INNOVATION Gloria Barczak Northeastern University This study examines the relationship between social strategy (i.e., putting effort into connecting customers on social media), customer involvement in innovation thru social media, and knowledge gained for innovation from customers. Further, the study explores the moderating effect of personal vs professional social media platforms. […]
Want to Succeed in Emerging Economies? Market-Focused Innovation is Critical
This content relates to : EMERGING ECONOMY – INDIA Gerard Athaide, Loyola University Maryland S.P. Raj, Syracuse University Emerging economies have become fertile markets for innovation and can be an important source of sustainable competitive advantage. Such economies are characterized by rapid economic growth and the emergence of a large middle class that has significant […]
Want to Improve Your Product Design Process? Use Extended Reality Technologies
This content relates to : DIGITAL TRANSFORMATION Ralf Schneider Syracuse University Technological developments have enabled digital transformation of the product design and development process. For example, computer-aided design (CAD) led to a transition from manual product designs to digital ones while web conference tools facilitated real-time, cloud-based collaboration between product designers. Against this background, the author suggests that the next paradigm shift in the design process will be powered by Extended Reality (XR). XR, which refers to digitally enhanced environments, encompasses virtual reality, augmented reality, and […]
Looking to Increase the Marketing & Financial Success Odds of New Products & Services?
This content relates to : NEW PRODUCT & SERVICE DEVELOPMENT Peter Klein ‘68 and Harvard Business School (MBA, ‘71). He founded PK Associates, a consumer products focused growth management consultancy after serving as Corporate Officer at The Gillette Company and at Nabisco Holdings Corp. He co-authored the book THINK TO WIN — Unleashing the Power of Strategic Thinking, […]
Want to Augment a Product’s Aesthetic Design? Use Machine Learning
This content relates to : DIGITAL TRANSFORMATION Based on the research seminar at the Snyder Innovation Management Center by: John R. Hauser, MIT Kirin Professor of Marketing, MIT Sloan School of Management John Hauser gave a seminar on April 14, 2021, describing joint work with Alex Burnap (Yale) and Artem Timoshenko (Northwestern University). In the seminar, […]
Seeking Favorable Consumer Responses to New Products? Use Product Design
This content relates to : NEW PRODUCT & SERVICE DEVELOPMENT Charles Noble The University of Tennessee Knoxville Although product design has been linked with positive behavioral and psychological consumer responses such as choice and attraction respectively, extant research on product design has been highly fragmented. Against this background, this paper seeks to accomplish two important goals: (1) delineate the key dimensions of design in order […]
New Product Development Best Practices: Reality Vs Prescription
This content relates to : NEW PRODUCT & SERVICE DEVELOPMENT Gloria Barczak Northeastern University This paper seeks to examine whether NPD practitioners (not just researchers) are aware of and able to implement NPD best practices designated by noteworthy studies. Answering this question contributes to our understanding of the diffusion of NPD best practices knowledge to NPD professionals, identifying […]
Agricultural Sector Digital Technology Initiatives: Status and Trends in India
This content relates to : EMERGING ECONOMY – INDIA Rajiv Sharma, Founder-CEO, Building Agritech Startup and Sustainability Eco System Sanskrithi Thakur, MBA Student, Nalanda University The nationwide lockdown in 2020 came at an unfortunate time for farmers and imposed challenges like shortages of farm labour, farming equipment, and Agri inputs such as seeds and crop protection […]
Want to Maintain Your First-Mover Advantage? Innovate into New Markets
This content relates to : NEW PRODUCT & SERVICE DEVELOPMENT Jonathan Bohlmann NC State University Established firms often have trouble maintaining an innovation streak they may have enjoyed in their earlier years. Tesla seems to be outrunning the legacy car companies, and even Apple gets accused of not being innovative enough anymore in its new products. Incumbent […]
Want to Successfully Manage Innovation Tournaments?
This content relates to : DIGITAL TRANSFORMATION Hyoryung Nam Syracuse University Companies increasingly use innovation tournaments to crowdsource innovation ideas from customers. An industry report notes that 85% of the top 100 global brands have crowdsourced new product and marketing ideas. However, not all companies have successfully run crowdsourcing campaigns. To enhance the idea quality of crowdsourcing campaigns, companies interact with and provide feedback to participants. […]