Marketing Management, Millenium Edition - epiheirimatikotita.gr

1990, pp. 3–19; Jonathan Weiner, “ForecastingDemand: Consumer ElectronicsMarketer Uses a Conjoint Approach toConfigure Its New Product and Set theRight Price,” Marketing Research: A Magazineof Management & Applications, Summer1994, pp. 6–11; Dick R. Wittnick,Marco Vriens, and Wim Burhenne, “CommercialUses of Conjoint Analysis in Europe:Results and Critical Reflections,”International Journal of Research in Marketing,January 1994, pp. 41–52.18. See Robert Blattberg and John Golanty,“Tracker: An Early Test Market Forecastingand Diagnostic Model for New ProductPlanning,” Journal of MarketingResearch, May 1978, pp. 192–202; Glen L.Urban, Bruce D. Weinberg, and John R.Hauser, “Premarket Forecasting of ReallyNew Products,” Journal of Marketing, January1996, pp. 47–60; Peter N. Golderand Gerald J. Tellis, “Will It Ever Fly?Modeling the Takeoff of Really New ConsumerDurables,” Marketing Science, 16,no. 3 (1997): 256–70.19. See Roger A. Kerin, Michael G. Harvey,and James T. Rothe, “Cannibalism andNew Product Development,” BusinessHorizons, October 1978, pp. 25–31.20. The present value (V) of a future sum (I)to be received t years from today and discountedat the interest rate (r) is given byV I t /(1 r) t . Thus $4,761,000/(1.15) 5 $2,346,000.21. See David B. Hertz, “Risk Analysis in CapitalInvestment,” Harvard Business Review,January–February 1964, pp. 96–106.22. See John Hauser, “House of Quality,” HarvardBusiness Review, May–June 1988, pp.63–73. Customer-driven engineering isalso called “quality function deployment.”See Lawrence R. Guinta andNancy C. Praizler, The QFD Book: TheTeam Approach to Solving Problems and SatisfyingCustomers through Quality FunctionDeployment (New York: AMACOM, 1993);V. Srinivasan, William S. Lovejoy, andDavid Beach, “Integrated Product Designfor Marketability and Manufacturing,”Journal of Marketing Research, February1997, pp. 154–63.23. Marco Iansiti and Alan MacCormack,“Developing Products on Internet Time,”Harvard Business Review, September–October1997, pp. 108–17; Srikant Datar, C.Clark Jordan, and Kannan Srinivasan,“Advantages of Time Based New ProductDevelopment in a Fast-Cycle Industry,”Journal of Marketing Research, February1997, pp. 36–49; Christopher D. Ittnerand David F. Larcker, “Product DevelopmentCycle Time and Organizational Performance,”Journal of Marketing Research,February 1997, pp. 13–23.24. Tom Peters, The Circle of Innovation, (NewYork: Alfred A. Knopf, 1997), p. 96.25. Ibid., p. 99.26. Faye Rice, “Secrets of Product Testing,”Fortune, November 28, 1994, pp. 172–74;Lawrence Ingrassia, “Taming the Monster:How Big Companies Can Change:Keeping Sharp: Gillette Holds Its Edge byEndlessly Searching for a Better Shave,”Wall Street Journal, December 10, 1992, p.A1.27. Gerry Khermouch, “Plate Tectonics,”Brandweek, February 12, 1996, p. 1.28. Audrey Choi and Gabriella Stern, “TheLessons of Rügen: Electric Cars are Slow,Temperamental and Exasperating,” WallStreet Journal, March 30, 1995, p. B1.29. John Schwartz, “After 2 Years of MarketTests, Olestra Products Going National;Consumer Advocates Still ConcernedAbout Health Risks,” Washington Post,February 11, 1998, p. A3.30. Christopher Power, “Will it Sell in Podunk?Hard to Say,” Business Week, August10, 1992, pp. 46–47.31. See Kevin J. Clancy, Robert S. Shulman,and Marianne Wolf, Simulated Test Marketing:Technology for Launching SuccessfulNew Products (New York: Lexington Books,1994); and V. Mahajan and Jerry Wind,“New Product Models: Practice, Shortcomings,and Desired Improvements,”Journal of Product Innovation Management 9(1992): 128–39; Glen L. Urban, John R.Hauser, and Roberta A. Chicos, “InformationAcceleration: Validation and Lessonsfrom the Field,” Journal of Marketing Research,February 1997, pp. 143–53.32. Power, “Will It Sell in Podunk,” pp.46–47.33. Robert McMath, “To Test or Not to Test. . . ,” American Demographics, June1998, p. 64.34. Corie Brown, “The Lizard Was a Turkey,”Newsweek, June 15, 998, p. 71; TimCarvell, “How Sony Created a Monster,”Fortune, June 8, 1998, pp. 162–70.35. For further discussion, see Robert J.Thomas, “Timing—The Key to MarketEntry,” Journal of Consumer Marketing,Summer 1985, pp. 77–87; Thomas S.Robertson, Jehoshua Eliashberg, andTalia Rymon, “New Product AnnouncementSignals and Incumbent Reactions,”Journal of Marketing, July 1995, pp. 1–15;Frank H. Alpert and Michael A. Kamins,“Pioneer Brand Advantages and ConsumerBehavior:A Conceptual Frameworkand Propositional Inventory,”Journal of the Academy of Marketing Science,Summer 1994, pp. 244–36.36. Mickey H. Gramig, “Coca-Cola UnveilingNew Citrus Drink,” Atlanta Journal andConstitution, January 24, 1998, p. E3.