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Course Description

You begin this course by considering the importance of new products and services to the overall health of a firm, and you look at some of the risks these products entail. Why do so many otherwise good products fail to achieve broad market diffusion? You analyze the significance of product characteristics such as complexity and communicability on customers' decisions to adopt new products. Then you consider innovations in terms of a continuum.

In the second part of the course, you look at new products through the lens of the product diffusion process. This process shows how different customer segments enter the market at different times and why. Finally, you learn how the diffusion process is related to the overall product life cycle.

You are required to have completed the following course or have equivalent experience before taking this course:

  • Essentials of Marketing Strategy

Faculty Author

Doug Stayman, Associate Dean for MBA Programs

Benefits to the Learner

  • Evaluate why new products or services that you are familiar with have failed
  • Explore how the innovation continuum can help you develop an effective marketing program for new product or service
  • Examine your customer base and consider how to adjust your strategy for each segment of that base
  • Develop an action plan to encourage the early majority to adopt your new product or service

Target Audience

  • Marketing managers
  • Project and product managers
  • Anyone responsible for producing or executing a marketing plan
  • Non-marketing professionals and business leaders looking to develop marketing strategy
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Samuel Curtis Johnson Graduate School of Management at Cornell University
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