Identify two new products (introduced to the consumer and/or business markets within the last
year) and classify them as either: a new-to-the-world product, a new product line, an addition to
the existing product line, an improvement and/or revision of existing product(s), or a
repositioning of an existing item. For each product selected, identify what challenges you think
the developing company faced in marketing this product. What rate of diffusion and consumer
adoption do you foresee for these new products?
Some new products experts maintain that getting close to customers through intensive research is
the only way to develop successful new products. Other experts disagree and maintain that
customers can’t possibly provide useful feedback on what they don’t know and can’t provide
insights that will lead to breakthrough products. What is your position on this? To the extent
possible support your answer with substantive data and examples.
View three short videos on Creativity and Innovation by Robert Sutton from Stanford University.
He makes several interesting points regarding the management of innovation and creativity
processes in an organization. Do you agree or disagree with his positions? Support your
viewpoint.
Video: What is Creativity? (6 min)
Video: Talking about Creativity Isn’t Enough (3 min)
Video: Bringing Creativity into an Organization (3 min)
