A Product Innovation Charter (PIC) can help prevent scope creep for both the technology and market dimensions. The PIC is supposed to have guidance from top management to the innovation team about the market focus and the technology focus that the multi-disciplinary team should try to maintain. Here is how both these focus points are derived:
Category Archives: Growth Marketing & Advertising
Understanding the Supply Chain in the knowledge age of search and social media
Thinking of the supply chain in a manufacturing setting is easy but understanding the supply chain in the knowledge economy of search and social media is more difficult. For example, if you make cars, you need to either make or buy its components. The sourcing of tires by an auto manufacturer is the classic B2BContinue reading “Understanding the Supply Chain in the knowledge age of search and social media”
Innovation in tracking marketing results: GM dares to withdraw Facebook and Superbowl advertising
GM marketing folks seem to be innovatively tracking marketing results- and doing so really well. You would recall that on the eve of the Facebook IPO the marketing folks at GM committed at least a minor transgression by declaring that advertising on Facebook was not working for them and they were going to stop advertisingContinue reading “Innovation in tracking marketing results: GM dares to withdraw Facebook and Superbowl advertising”
Google Rankings: more about being true to the searcher than popularity
This blog has closed comments for some time being deluged by spammers whose primary purpose is to try and get their link to appear in the comments section. This is the infamous part of the Search Engine Optimization (SEO) industry that is able to post comments from IP addresses originating in interesting places like RussiaContinue reading “Google Rankings: more about being true to the searcher than popularity”
2012 Yale Consumer Insights Conference gets better as Practitioners and Academics engage
The 2012 Yale Center for Consumer Insights Conference was the 7th one and reached a new level of excellence over the last weekend. This blog has covered past YCCI conferences but this year both Academics and Practitioners seemed really wanting to engage. Perhaps both groups feel overwhelmed with rapid technology changes,globalization, uncertain economies and aContinue reading “2012 Yale Consumer Insights Conference gets better as Practitioners and Academics engage”
Pfizer Nutrition acquired by Nestle: Baby food for emerging markets
Nestle has reached an agreement to acquire the Pfizer Nutrition business for $11.85 Billion. A big focus of the merged enterprise will be serving emerging markets in Asia,Latin America and Africa where baby birth rates are not declining as in the developed world. Dual earner families want the best for their infants and the PfizerContinue reading “Pfizer Nutrition acquired by Nestle: Baby food for emerging markets”
Innovation : top management need to get involved in the first three stages
It’s sort of amazing when top management in a variety of industries from high tech aerospace to comparatively low tech outer packaging seem to be disengaged and “hands off” in the first three stages of of innovation (see previous post on the 5 stages). Top leaders start taking interest when the product is in serious development(Stage 4) and many top managers become alert and awake as the product is getting launched(Stage 5). At this time things are too far ahead to change except at high cost. These include airfreight when sea freight might have worked on the supply chain side, customer apathy in the market because concept testing was not done well and there was no time to do product and market testing because top management was so un-involved that the budgets were not approved when the New Product team had put them up.
Does the DOJ-Apple lawsuit disintermediate publishing and hurt authors?
The DOJ-Apple lawsuit seems fair to consumers who would gain $2-3 for every e-book they allegedly over-paid for. This $2-3 was more than the Amazon's wretched $9.99 price which is supposed to have squeezed the margins of publishers. These publishers are then alleged to have teamed up with Apple and in doing so forced AmazonContinue reading “Does the DOJ-Apple lawsuit disintermediate publishing and hurt authors?”
Organizational bases of power: what’s up and what’s down with the Internet ?
"Power" in distribution channels is a fascinating topic and so is the notion of organizational power on which Jeffery Pfeffer had a book out that this blog discussed in an earlier post. But this post is about the six bases of power (see the lower part of the Wikipedia page) that seem to be changingContinue reading “Organizational bases of power: what’s up and what’s down with the Internet ?”
Search marketing, landing page and quality content that reflects real value to customer
There are two ideas in this post because although simple, these are a bunch of related concepts that seem hard to grasp.These are: Your organization creates: —-> Real value to customer (Innovation)——> Puts out web content Search engine creates :—–> Real value to customer (better search like Google) —> Delivers search results (and relevant Ads) Continue reading “Search marketing, landing page and quality content that reflects real value to customer”