LibGuides: MKT458 v1: Module 1

Module 1 Required Resources

Textbook

Your course textbook can be accessed via the DART eBook link in the Getting Started module.

New Products Management

Crawford, M., & Benedetto, A. (2021). New products management (12 ed.). McGraw Hill Higher Education.

Read the following chapters:

Chapter 1: Strategic Elements of Product Development

Chapter 2: New Product Process

Chapter 3: Strategic Planning for New Products

Articles

How to Generate Creative Ideas
Mollick, E. (2022). How to generate creative ideas. Fast company. https://www.fastcompany.com/90821261/how-to-use-ai-to-generate-creative-ideas
Notes from the AI Frontier
Chui, M., Manyika, J., Miremadi, M., Henke, N., Chung, R., Nel, P., & Malhotra, S. (2018). Notes from the AI frontier: Applications and value of deep learning.https://www.mckinsey.com/featured-insights/artificial-intelligence/notes-from-the-ai-frontier-applications-and-value-of-deep-learning#part
Review this discussion paper on AI and frontier applications. This paper from McKinsey is an analysis of use cases in a number of industries and business functions. The broad use and significant impact of the economic potential of advanced AI techniques are discussed and will have a huge impact on innovative new product development in the future.
The State of AI in 2022-and a Half Decade in Review
Quantum Black AI by McKinsey. (2022, December). The state of AI in 2022-and a half decade in review. https://www.mckinsey.com/capabilities/quantumblack/our-insights/the-state-of-ai-in-2022-and-a-half-decade-in-review?stcr=1065F732EDCA43318C7F34C54C5A950F&cid=other-eml-alt-mip-mck&hlkid=b2a78347bc9a4fcda309e2cd5d332f3e&hctky=12482879&hdpid=41a88839-0838-4428-b64f-620ab8d987c9
What Does a Product Manager Do?
Aston, B. (2022). What does a product manager do? 7 day-to-day roles and tasks. The Product Manager. https://theproductmanager.com/topics/what-does-a-product-manager-do
A Guide to the Product Manager Career Path and Roles and Skills
Lopusushinsky, P. (2022). A guide to the product manager career path and roles and skills. The Product Manager. https://theproductmanager.com/topics/product-manager-career-path/#is-product-management-a-good-career

Video

A-Minute-with-the-McKinsey-Global-Institute
McKinsey & Company. (2018). A-minute-with-the-McKinsey-Global-Institute-Jacques-Bughin-Jobs-lost-jobs-gained-The-challenges-of-adopting-automation-technology [Video]. https://www.mckinsey.com/Videos/video?vid=5722671763001&plyrid=HkOJqCPWdb&aid=08E13FFB-9ADF-4461-940A-1165ACDC8727
Review this video from McKinsey on AI and new products. The video discusses the challenging of adopting automation technology in businesses, and the impact on the world economy.

Podcast

Trends in Corporate Innovation w/ Russ Rogers
Shah., R. (2018). Trends in corporate innovation w/ Russ Rogers, head of Silicon Valley Innovation Center @ DowDuPont. [Audio podcast episode]. In Apple Podcasts Venture Vignettes.
https://podcasts.apple.com/td/podcast/trends-in-corporate-innovation-w-russ-rogers-head-of/id1303170720?i=1000419049834
This vignette is an example of an innovative new world products company and examines how it does new products management at Indico company (https://www.deep-analysis.net/vendor-vignette/indico/).This Apple podcast speaks with Russell Rogers, Head of the Silicon Valley Innovation Center at DowDuPont. At DowDuPont, he has experience building an innovation center and R&D tools that enable rapid innovation with a customer-centric approach. In this episode, he discusses the current state of corporate innovation, compares startups to big organizations, and highlights particular strategies that large organizations can use to maintain a culture of innovation. Rogers advises, leads, and partners with individuals, organizations, and institutions to bring technology and fresh thinking to solve problems and create new opportunities for Fortune 500 companies, the military, and startups in the US and abroad.

Links for Assignments

Discussion 1: Identify and Select New Product Strategies

PDMA

PDMA Community

Assignment 1: Examine Kellogg’s Corporate Strategy on New Product Strategies

Kellog's

Quiz 1: Examine New Product Strategy Scenarios

#2 P&G

#3 Fisker

#4 TMRW Life Sciences

#5 Qualcomm