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, 39- 59

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), 95- 112

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 High- Technology 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), 320- 336.

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