Kotler - Keller - Managementul Marketingului

982 Partea a VIII-a > Dezvoltarea cu succes pe termen lung <
21. Ely Dahan çi John R. Hauser, „Product Development:
Managing a Dispersed Process“, în Handbook of Marketing,
editatå de Weitz çi Robin Wensley, pag. 179-222.
22. Thomas N. Burton, „By Learning from Failures Lilly
Keeps Drug Pipelines Full“, Wall Street Journal, 21
aprilie 2004, pag. A1, A12.
23. John Hauser çi Gerard J. Tellis, „Research on
Innovation: A Review and Agenda for Marketing“, 2004,
lucrare de studiu, M.I.T.
24. Abbie J. Griffin çi John Hauser, „The Voice of the
Customer“, Marketing Science (iarna 1993): 1-27.
25. Emily Nelson, „Stuck on You“, Wall Street Journal, 9 mai
2002, pag. B1, B4.
26. Eric von Hippel, „Lead Users: A Source of Novel Product
Concepts“, Management Science (iulie 1986): 791-805.
Vezi, de asemenea, The Sources of Innovation (New
York: Oxford University Press, 1988); çi „Learning from
Lead Users“, în Marketing in an Electronic Age, editatå
de Robert D. Buzzell (Cambridge, MA: Harvard
Business School Press, 1985), pag. 308-317.
27. Steven Levy, „Microsoft Gets a Clue from Its Kiddie
Corps“, Newsweek, 24 februarie 2003, pag. 56-57.
28. Michael Michalko, Cracking Creativity: The Secrets of
Creative Genius (Berkeley, CA: Ten Speed Press,
1998); James M. Higgins, 101 Creative Problem Solving
Techniques (New York: New Management Publishing
Company, 1994); Darren W: Dahl çi Page Moreau, „The
Influence and Value of Analogical Thinking During New
Product Ideation“, Journal of Marketing Research 39
(februarie 2002): 47-60.
29. <www.smokinggun.com>.
30. „The Ultimate Widget: 3-D «Printing» May Revolutionize
Product Design and Manufacturing“, U.S. News & World
Report, 20 iulie 1992, pag. 55.
31. Pentru informaÆii suplimentare, vezi de asemenea, Paul
E. Green çi V. Srinivasan, „Conjoint Analysis in Marketing:
New Developments with Implications for Research
and Practice“, Journal of Marketing (octombrie
1990): 3-19; Dick R. Wittnick, Marco Vriens çi Wim
Burhenne, „Commercial Uses of Conjoint Analysis in
Europe: Results and Critical Reflections“, International
Journal of Research in Marketing (ianuarie 1994): 41-52.
32. Exemplul a fost preluat din Paul E. Green çi Yoram
Wind, „New Ways to Measure Consumers’ Judgments“,
Harvard Business Review (iulie-august 1975): 107-117.
33. Robert Blattberg çi John Golany, „Tracker: An Early Test
Market Forecasting and Diagnostic Model for New
Product Planning“, Journal of Marketing Research (mai
1978): 192-202; Glen L. Urban, Bruce D. Weinberg çi
John R. Hauser, „Premarket Forecasting of Really New
Products“, Journal of Marketing (ianuarie 1996): 47-60;
Peter N. Golder çi Gerald J. Tellis, „Will It Ever Fly?
Modeling the Takeoff of Really New Consumer
Durables“, Marketing Science 16, nr. 3 (1997): 256-270.
34. Roger A. Kerin, Michael G. Harvey çi James T. Rothe,
„Cannibalism and New Product Development“,
Business Horizons (octombrie 1978): 25-31.
35. Valoarea prezentå (V) a unei sume viitoare (I) care va fi
primitå dupå t ani çi actualizatå cu rata dobânzii (r) este
datå de formula V = I t/(1+r)
t.
Astfel, $4.761.000/(1,15)5 =
$2.346.000.
36. David B. Hertz, „Risk Analysis in Capital Investment“,
Harvard Business Review (ianuarie – februarie 1964):
96-106.
37. John Hauser, „House of Quality“, Harvard Business
Review (mai-iunie 1988): 63-73. Ingineria axatå pe client
este denumitå, de asemenea, „desfåçurarea funcÆiei de
calitate“. Vezi Lawrence R. Guinta çi Nancy C. Praizler,
The QFD Book: The Team Approach to Solving Problems
and Satisfying Customers through Quality
Function Deployment (New York: AMACOM, 1993), V.
Srinivasan, William S. Lovejoy çi David Beach, „Integrated
Product Design for Marketability and Manufacturing“,
Journal of Marketing Research (februarie
1997): 154-163.
38. Marco Iansiti çi Alan MacCormack, „Developing
Products on Internet Time“, Harvard Business Review
(septembrie – octombrie 1997): 108-117; Srikant Datar,
C. Clark Jordan çi Kannan Srinivasan, „Advantages of
Time-Based New Product Development in a Fast-Cycle
Industry“, Journal of Marketing Research (februarie
1997): 36-49; Christopher D. Ittner çi David F. Larcker,
„Product Development Cycle Time and Organizational
Performance“, Journal of Marketing Research (februarie
1997): 13-23.
39. Tom Peters, The Circle of Innovation (New York: Alfred
A. Knopf, 1997), pag. 96. Pentru o analizå mai generalå,
vezi de asemenea Rajesh Sethi, „New Product Quality
and Product Development Teams“, Journal of Marketing
(aprilie 2000): 1-14; Christine Moorman çi Anne S.
Miner, „The Convergence of Planning and Execution
Improvisation in New Product Development“, Journal of
Marketing (iulie 1998): 1-20; çi Ravinchoanath
MacChavan çi Rajiv Graver, „From Embedded
Knowledge to Embodied Knowledge: New Product
Development as Knowledge Management“, Journal of
Marketing (octombrie 1998): 1-12.
40. Peters, The Circle of Innovation, pag. 96. Pentru o
analizå mai generalå, vezi, de asemenea, Sethi, „New
Product Quality and Product Development Teams“, pag.
1-14; Moorman çi Miner, „The Convergence of Planning
and Execution Improvisation in New Product Development“,
pag. 1-20; çi MacChavan çi Graver, „From
Embedded Knowledge to Embodied Knowledge: New
Product Development as Knowledge Management“,
pag. 1-12.
41. Christopher Power, „Will It Sell in Podunk? Hard to Say“,
BusinessWeek, 10 august 1992, pag. 46-47.
42. Kevin J. Clancy, Robert S. Shulman çi Marianne Wolf,
Simulated Test Marketing: Technology for Launching
Successful New Products (New York: Lexington Books,
1994); V. Mahajan çi Jerry Wind, „New Product Models:
Practice, Shortcomings, and Desired Improvements“,
Journal of Product Innovation Management 9 (1992):
129-139; Glen L. Urban, John R. Hauser çi Roberta A.
Chicos, „Information Acceleration: Validation and
Lessons from the Field“, Journal of Marketing Research
(februarie 1997): 143-153.