Skip to ContentGo to accessibility pageKeyboard shortcuts menu
OpenStax Logo

1. “December Holiday Campaigns That Caught Our Eye,” AgencyChina, January 9, 2018, https://agencychina.com/blog/december-holiday-campaigns-that-caught-our-eye/.
2. “12 Most Successful Shark Tank Products,” Shark Tank Tales, accessed January 8, 2022, https://sharktanktales.com/best-selling-most-successful-shark-tank-products/.
3. Nicole Martins Ferreira, “15 Best New Products You Need to Know About,” Oberlo, October 26, 2020, https://www.oberlo.com/blog/new-products.
4. “About Us,” Nature Valley, accessed June 12, 2022, https://www.naturevalley.com/about-us.
5. Desirae Odjick, “Product Line Extensions: What They Are, Examples, and Tips for Forming Your Strategy,” Shopify Blog, June 24, 2021, https://www.shopify.com/blog/product-line-extensions.
6. “Oculus Quest 2: Our Most Advanced New All-in-One VR Headset,” Meta, accessed January 18, 2022, https://www.oculus.com/quest-2/.
7. Maximilian Claessens, “Categories of New Products—What Is a New Product?” Marketing-Insider, September 18, 2016, https://marketing-insider.eu/categories-of-new-products/.
8. Ian Mullaney, “Teaching Old Drugs New Tricks: Why Companies Reposition Medicines,” The Conversation, February 12, 2012, https://theconversation.com/teaching-old-drugs-new-tricks-why-companies-reposition-medicines-4621.
9. Katrina Grant, “How Have Cell Phones Changed Communication?” Techwalla, accessed January 18, 2022, https://www.techwalla.com/articles/how-have-cell-phones-changed-communication.
10. Kishore Shenoy, “Difference between Continuous Innovations and Discontinuous Innovations,” LinkedIn, March 18, 2018, https://www.linkedin.com/pulse/difference-between-continuous-innovations-kishore-shenoy-ranjal/.
11. Frederik Bussler, “10 Successful Product Launches to Inspire Product Innovation,” Commerce.AI, accessed June 12, 2022, https://www.commerce.ai/blog/10-successful-product-launches-to-inspire-product-innovation.
12. Bussler.
13. Ellen Byron, “Companies Target a New Market: The Stressed Out,” The Wall Street Journal, July 10, 2021, https://www.wsj.com/articles/companies-target-a-new-market-the-stressed-out-11625889712.
14. “Spinal Muscular Atrophy (SMA),” Cleveland Clinic, accessed June 12, 2022, https://my.clevelandclinic.org/health/diseases/14505-spinal-muscular-atrophy-sma#:~:text=How%20common%20is%20spinal%20muscular,of%206%2C000%20to%2010%2C000%20children.
15. John Cumbers, “Why Some Drugs Cost $2.1 Million per Dose and How One Company Plans to Change This,” Forbes, December 16, 2021, https://www.forbes.com/sites/johncumbers/2021/12/16/why-some-drugs-cost-21-million-per-dose-and-how-one-company-plans-to-change-this/?sh=58a0f9898953.
16. Caitlyn Hitt, “The Well-Seasoned History of Taco Bell’s Doritos Locos Taco,” Thrillist. August 11, 2020, https://www.thrillist.com/news/nation/history-of-taco-bell-doritos-locos-tacos.
17. Maximilian Claessens, “The New Product Development Process (NPD)—8 Steps,” Marketing-Insider, January 31, 2022, https://marketing-insider.eu/new-product-development-process/.
18. “Managing the Development Process Development to Commercialization,” Zabanga Marketing, June 3, 2022, https://www.zabanga.us/sales-force/anaging-the-development-process-development-to-commercialization.html.
19. “Managing the Development Process.”
20. “Managing the Development Process.”
21. “Many Marketers Are Now Using New Simulated Marketing Technologies,” Zabanga Marketing, accessed July 26, 2022, https://www.zabanga.us/customer-relationships/objective-4-sia.html.
22. “Consumer Goods Market Testing,” Zabanga Marketing, accessed May 6, 2022, https://www.zabanga.us/sales-force/consumergoods-market-testing.html.
23. Christopher Pliny, “Top U.S. Microcosm Cities to Test Market a National Product,” SmallBusiness.com, August 28, 2014, https://smallbusiness.com/product-development/best-u-s-cities-to-test-market-a-national-product/.
24. Marvin Burman, “5 Ways Product Managers Can Use Crowdsourcing Effectively,” Applause, May 30, 2017, https://www.applause.com/blog/examples-of-crowdsourcing.
25. Lindsay Kolowich Cox, “How to Launch a Product, According to HubSpot’s Product Marketers,” HubSpot Blog, August 24, 2021, https://blog.hubspot.com/marketing/product-launch-checklist#:~:text=Launching%20a%20product%20can%20cost,you're%20hoping%20to%20achieve.
26. Jay Fuchs, “The Percent of Sales Method: What It Is and How to Use It,” HubSpot Blog, May 5, 2020, from https://blog.hubspot.com/sales/percent-of-sales-method.
27. Katryna Balboni, “11 Essential Product Metrics for Measuring Product-Led Growth,” Appcues Blog, accessed January 8, 2022, https://www.appcues.com/blog/product-led-growth-metrics.
28. “What Is Product Adoption & How Do You Measure It Properly?” Heap, accessed January 8, 2022, https://heap.io/topics/what-is-product-adoption-how-do-you-measure-it-properly.
29. Jason Fernando, “Return on Investment (ROI): How to Calculate It and What It Means,” Investopedia, June 30, 2022, https://www.investopedia.com/terms/r/returnoninvestment.asp.
30. Joe Lazauskas, “How Storytelling Turned Dollar Shave Club into a Billion Dollar-Brand,” Marketing Insights (blog), Convince & Convert, accessed January 18, 2022, https://www.convinceandconvert.com/content-marketing/storytelling-turned-dollar-shave-club-into-a-billion-dollar-brand/.
31. Robert G. Cooper, “From Experience: The Invisible Success Factors in Product Innovation,” Journal of Product Innovation Management 16 (1999), 115–133, https://dep.ufmg.br/old/disciplinas/epd836/artigo03.pdf.
32. Robert Cooper and Elko J. Kleinschmidt, “Success Factors for New‐Product Development,” in Wiley International Encyclopedia of Marketing, eds. Jagdish N. Sheth and Naresh K. Malhotra (John Wiley & Sons Ltd., 2010), https://www.researchgate.net/publication/227992240_Success_Factors_for_New-Product_Development.
33. “What Makes Products Successful?” Magnetic, accessed May 6, 2022, https://fluxx.uk.com/2015/11/what-makes-products-successful.
34. Robert G. Cooper and Elko J. Kleinschmidt, New Products: The Key Factors in Success (Chicago: American Marketing Association, 1990).
35. Cooper and Kleinschmidt.
36. Conor Bond, “5 Product Launch Examples That Are Worth Studying (+ Tips for Success),” Crayon Competitive Intelligence Blog, July 16, 2021, https://www.crayon.co/blog/5-examples-of-great-product-launches.
37. Bond.
38. Kurt Schroeder, “Why So Many New Products Fail (and It’s Not the Product),” The Business Journals, March 14, 2017, https://www.bizjournals.com/bizjournals/how-to/marketing/2017/03/why-so-many-new-products-fail-and-it-s-not-the.html#:~:text=A%20study%20by%20the%20Product,to%20be%20taken%20for%20granted.
39. Justin Burton Weidner, “How and Why Google Glass Failed,” Investopedia, August 8, 2021, https://www.investopedia.com/articles/investing/052115/how-why-google-glass-failed.asp.
40. Jared Shaffer, “11 Reasons New Products Fail,” UserVoice, accessed January 8, 2022, https://www.uservoice.com/blog/why-products-fail.
41. Michael B. Sauter, Evan Comen, Thomas C. Frohlich, and Samuel Stebbins, “When Product Launches Go Awry: 50 Worst Product Flops of all Time,” USA Today, July 11, 2018, https://www.usatoday.com/story/money/2018/07/11/50-worst-product-flops-of-all-time/36734837/.
42. Victor Luckerson, “4 Reasons Amazon’s Fire Phone Was a Flop,” Time, October 4, 2014, https://time.com/3536969/amazon-fire-phone-bust/.
43. Philip Reed, “The New World of Car-Buying: Remote Negotiation, Home Delivery and No-Touch Test Drives,” MarketWatch, April 14, 2020, https://www.marketwatch.com/story/the-new-world-of-car-buying-remote-negotiation-home-delivery-and-no-touch-test-drives-2020-04-14.
44. “9 of the biggest social media influencers on Instagram,” Digital Marketing Institute, September 19, 2021, https://digitalmarketinginstitute.com/blog/9-of-the-biggest-social-media-influencers-on-instagram#:~:text=A%20social%20media%20influencer%20is,company's%20arsenal%20when%20done%20right.
45. “Diffusion of Innovation,” Corporate Finance Institute, April 24, 2021, https://corporatefinanceinstitute.com/resources/knowledge/other/diffusion-of-innovation/.
46. Charlie Wells, “Forget Early Adopters: These People Are Happy to Be Late,” The Wall Street Journal, January 26, 2016, https://www.wsj.com/articles/forget-early-adopters-these-people-are-happy-to-be-late-1453827437.
47. Hannah Towey, “Big Tech Giants Apple and Google Are Losing Legal Battles Over Patents Amid a Recent Litigation Surge, Risking Hundreds of Millions in Potential Costs,” Business Insider, August 16, 2021, https://www.businessinsider.com/big-tech-apple-google-optis-sonos-legal-battles-over-patents-2021-8.
48. Adam Uzialko, “Tips to Avoid Intellectual Property Infringement,” Business News Daily, June 29, 2022, https://www.businessnewsdaily.com/6043-intellectual-property-tips.html.
49. “Brintellix (Vortioxetine) Renamed Trintellix (Vortioxetine) in U.S. to Avoid Name Confusion,” Takeda, May 16, 2016, from https://www.takeda.com/newsroom/newsreleases/2016/brintellix-vortioxetine-renamed-trintellix-vortioxetine-in-u.s.-to-avoid-name-confusion/.
50. Sanford E. Warren Jr., “Protect Assets and Limit Liability: Three Things to Consider When Launching a New Product,” IRMI Update, International Risk Management Institute Inc., April 2011, https://www.irmi.com/articles/expert-commentary/three-things-to-consider-when-launching-a-new-product.
51. Michael Huth, “Rethinking Product Development and Usage to Make a Tech Business Ethical,” Nasdaq, February 10, 2021, https://www.nasdaq.com/articles/rethinking-product-development-and-usage-to-make-a-tech-business-ethical-2021-02-10.
52. Brian McHugh, “Facebook Under Fire as Whistleblower Reveals Harmful Practices,” Marist Circle, October 25, 2021, https://www.maristcircle.com/citynational-news/2021/10/25/facebook-whistleblower-reveals-harmful-practices.
53. “Coffee Statistics 2022,” E-Imports, accessed July 24, 2022, https://www.e-importz.com/coffee-statistics.php
54. “Find an Ember Retailer Near You,” Ember, accessed July 24, 2022, https://ember.com/pages/retailers
Order a print copy

As an Amazon Associate we earn from qualifying purchases.

Citation/Attribution

This book may not be used in the training of large language models or otherwise be ingested into large language models or generative AI offerings without OpenStax's permission.

Want to cite, share, or modify this book? This book uses the Creative Commons Attribution License and you must attribute OpenStax.

Attribution information
  • If you are redistributing all or part of this book in a print format, then you must include on every physical page the following attribution:
    Access for free at https://openstax.org/books/principles-marketing/pages/1-unit-introduction
  • If you are redistributing all or part of this book in a digital format, then you must include on every digital page view the following attribution:
    Access for free at https://openstax.org/books/principles-marketing/pages/1-unit-introduction
Citation information

© Jan 9, 2024 OpenStax. Textbook content produced by OpenStax is licensed under a Creative Commons Attribution License . The OpenStax name, OpenStax logo, OpenStax book covers, OpenStax CNX name, and OpenStax CNX logo are not subject to the Creative Commons license and may not be reproduced without the prior and express written consent of Rice University.