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Innovation/New Product Development Courses

Innovation/New Product Development Courses

Journal of Marketing Insights in the Classroom

Lost in a Universe of Markets: Toward a Theory of Market Scoping for Early-Stage Technologies
Molner, Sven, Jaideep C. Prabhu, and Manjit S. Yadav (2019), “Lost in a Universe of Markets: Toward a Theory of Market Scoping for Early-Stage Technologies”, Journal of Marketing, 83 (2), 37-61.

New Product Design: Concept, Measurement, and Consequences:
Homburg, Christian, Martin Schwemmle, and Christina Kuehnl (2015), “New Product Design: Concept, Measurement, and Consequences,” Journal of Marketing, 79 (3), 41-56.​

Price Promotions and Popular Events
Keller, Wiebke I.Y., Barbara Deleersnyder, and Karen Gedenk (2019), “Price Promotions and Popular Events,” Journal of Marketing, 83 (1), 73–88.

Successfully Communicating a Cocreated Innovation
Wang, Helen Si, Charles H. Noble, Darren W. Dahl, and Sungho Park (2019), “Successfully Communicating a Cocreated Innovation”, Journal of Marketing, 83 (4), 38-57.

The New Product Portfolio Innovativeness-Stock Returns Relationship: The Role of Large Individual Investors’ Culture
Cillo, Paola, David Griffith and Gaia Rubera (2018), “The New Product Portfolio Innovativeness-Stock Returns Relationship: The Role of Large Individual Investors’ National Culture,” Journal of Marketing, 82 (6), 49-70.

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