Notes 181
R. Guinta and Nancy C. Praizler, The QFD Book: The Team Approach to Solving Problems and
Satisfying Customers through Quality Function Deployment(New York: AMACOM, 1993); V.
Srinivasan, William S. Lovejoy, and David Beach, “Integrated Product Design for
Marketability and Manufacturing,”Journal of Marketing Research,February 1997, pp. 154–63.- See Mark Borden, “Keeping Yahoo Simple—and Fast,”Fortune,January 10, 2000,
pp. 167–68. - Ibid., p. 99.
- Charles Platt, “What’s the Big Idea,”Wired,September 1999, pp. 122–32; Dave Califano,
“The Future of the Internet: CarsDirect,”Worth Online,November 1999, http://www.worth.com. - Christopher Power, “Will it Sell in Podunk? Hard to Say,”Business Week,August 10, 1992,
pp. 46–47. - Philip Kotler and Gerald Zaltman, “Targeting Prospects for a New Product,”Journal of
Advertising Research,February 1976, pp. 7–20. - For details, see Keith G. Lockyer, Critical Path Analysis and Other Project Network Techniques
(London: Pitman, 1984). Also see Arvind Rangaswamy and Gary L. Lilien, “Software Tools
for New Product Development,”Journal of Marketing Research,February 1997, pp. 177–84. - The following discussion leans heavily on Everett M. Rogers, Diffusion of Innovations(New
York: Free Press, 1962). Also see his third edition, published in 1983. - See Hubert Gatignon and Thomas S. Robertson, “A Propositional Inventory for New
Diffusion Research,”Journal of Consumer Research,March 1985, pp. 849–67; Vijay Mahajan,
Eitan Muller, and Frank M. Bass, “Diffusion of New Products: Empirical Generalizations
and Managerial Uses,”Marketing Science,14, no. 3, part 2 (1995): G79–G89; Fareena Sultan,
John U. Farley, and Donald R. Lehmann, “Reflection on ‘A Meta-Analysis of Applications
of Diffusion Models,’ ”Journal of Marketing Research,May 1996, pp. 247–49; Minhi Hahn,
Sehoon Park, and Andris A. Zoltners, “Analysis of New Product Diffusion Using a Four-
segment Trial-repeat Model,”Marketing Science,13, no. 3 (1994): 224–47. - Some authors distinguished additional stages. Wasson suggested a stage of competitive
turbulence between growth and maturity. See Chester R. Wasson, Dynamic Competitive
Strategy and Product Life Cycles(Austin, TX: Austin Press, 1978). Maturity describes a stage of
sales growth slowdown and saturation, a stage of flat sales after sales have peaked. - Robert D. Buzzell, “Competitive Behavior and Product Life Cycles,” in New Ideas for
Successful Marketing,eds. John S. Wright and Jack Goldstucker (Chicago: American
Marketing Association, 1956), p. 51. - Steven P. Schnaars, Managing Imitation Strategies(New York: Free Press, 1994).
- Arlyn Tobias Gajilan, “The Parents of the Pilot Try for an Encore with Handspring,”
Fortune,November 22, 1999, pp. 374[H], 374[J]; Stephanie Miles, “PalmPilot In, Newton
Out,”CNET News.com,February 27, 1998, http://www.news.com. - John B. Frey, “Pricing Over the Competitive Cycle,” speech presented at the 1982
Marketing Conference, Conference Board, New York. - “Explosive Growth in DVD Sales,”ZDNet News,December 9, 1999, http://www.zdnet.com.
- Stephen M. Nowlis and Itamar Simmonson, “The Effect of New Product Features on Brand
Choice,”Journal of Marketing Research,February 1996, pp. 36–46. - Allen J. McGrath, “Growth Strategies with a ’90s Twist,”Across the Board,March 1995,
pp. 43–46. - Kathryn Rudie Harrigan, “Strategies for Declining Industries,”Journal of Business Strategy,
Fall 1980, p. 27. - See Philip Kotler, “Harvesting Strategies for Weak Products,”Business Horizons,August
1978, pp. 15–22; and Laurence P. Feldman and Albert L. Page, “Harvesting: The
Misunderstood Market Exit Strategy,”Journal of Business Strategy,Spring 1985, pp. 79–85. - Dana James, “Rejuvenating Mature Brands Can Be Stimulating Exercise,”Marketing News,
August 16, 1999, pp. 16–17.