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MBA515

Module 2 Required Resources

Leading Innovation 

Shields, K. (2022). Leading Innovation. eCampus Ontario. https://www.oercommons.org/courses/leading-innovation/view 

  • Chapter 8: Product Innovation 

  • This chapter elaborates on the new product development process from the 7-step perspective. 

Principles of Marketing 

Gomez Albrecht, M., Green, M., Hoffman, L. (2025). Principles of Marketing. Rice University. https://openstax.org/details/books/principles-marketing 

  • Chapter 2.2:  The Role of Marketing in the Strategic Planning Process 

  • This sub-chapter highlights the SWOT analysis 

  • Chapter 10.1  

  • Chapter 10.1 defines what a new or innovative product is in the eyes of the consumer 

  • Chapter 10.2 

  • Chapter 10.2 explores a 9-step new product development process. 

Product Analytics for Data-Driven Decisions: Derive Insights from Web Analytics Data 

Rodrigues. (2022). Product analytics for data-driven decisions: derive insights from web analytics data. [Video]. Addison-Wesley Professional. 

https://nu.primo.exlibrisgroup.com/permalink/01NATIONAL_INST/cl5c2u/alma9925565070301661 

What Is a SWOT Analysis? 

White, J. & Bortoff, C. (2022, March 25). What Is A SWOT Analysis? Forbes Advisor. https://www.forbes.com/advisor/business/what-is-swot-analysis/ 

  • This resource provides an extensive overview of SWOT and examples 

Coca-Cola SWOT Analysis - SWOT Analysis of Coca-Cola

SWOT Hub. (2023, April 24). Coca-Cola SWOT Analysis - SWOT Analysis of Coca-Cola [Video]. YouTube. https://www.youtube.com/watch?v=CpU6Dn_UY-M 

  • This resource provides an example SWOT analysis of Coca-Cola. 

  • Additional examples can be found on the SWOThub page on YouTube. https://www.youtube.com/channel/UCwIwySzaaI5fLolPVNDShag 

The Drivers of Success in New-Product Development

Cooper, R. G. (2019). The drivers of success in new-product development. Industrial Marketing Management, 76, 36-47. 

  • This resource identifies the successful elements of a new product development strategy. 

7 Stages of Product Development Process

Tech in 5 Minutes. (2020, June 24). 7 Stages of Product Development Process [Video]. YouTube. https://www.youtube.com/watch?v=k9qOo09KG_I 

  • This resource provides a brief overview of the 7-stage product development process.