Chapter 9 Library of video links

Developing Products

Resource Title: Lessons from New Product Launches--Cell Zone to iPad
Brand and/or Topic:  Product Development
Resource Description: Joan Schneider and Julie Hall of Schneider Associates, co-authors of the HBR article ‘Why Most Product Launches Fail’, explain how to attract and maintain consumers' attention.
Channel: Harvard Business Review
Link (URL):

Resource Title: What is the Future of Servitization?
Brand and/or Topic: Service development, Servitization
Resource Description: Many manufacturing firms are choosing to adopt or partly introduce a service-based model to create new and longer-term revenue streams. But how will servitization evolve in the future and how will it affect businesses and consumers?.
Channel: Institute for Manufacturing (IfM), University of Cambridge  
Link (URL):

Resource Title: Marketing Strategy - Product Life Cycle
Brand and/or Topic: PLC, Product Portfolio
Resource Description: This is an introductory video about the product lifecycle and how this influences marketing strategy.
Channel: James Slocombe
Link (URL):

Resource Title: Everett Rogers "Diffusion of Innovations" Speech
Brand and/or Topic: Diffusion Theory
Resource Description: The author of the ground-breaking book Diffusion of Innovation, Everett Rogers, delivering a presentation upon receiving the Converse Award for Marketing at University of Illinois at Urbana-Champaign, April 30, 2004.
Channel: Ken Schreiner
Link (URL):