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Marketing and Product Development Research - Z-Wing

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The company I work for, Z-Wing is working to keep up its market share now that its closest competition has captured 47% of the current market. The Head of Commercial Aviation has been tasked with "staying ahead of Janssen (the competition) and maintaining Z-Wing's position as a world leader". Chairman Aaron Weiss has asked your team to conduct research in several key areas to generate innovative ideas on how to maintain Z-Wing's leading edge.

I must list 4-6 articles related to this topic and provide a brief explanation of why each was selected and what specific advice it offers the Marketing manager. Articles selected must be geared to answering each of the following:

?Evaluate marketing mix alternatives (4 Ps)
?Develop product profitability models (control phase of the strategic marketing process)
?Evaluate internal/external risks and challenges associated with product development
?Examine strategies to engage internal stakeholders in new product development (new product process)
?Examine various processes and sources generating new product concepts (concepts such as role of market research, marketing research, 5-step marketing research approach and new product process)

I'm not looking for anyone to write up my analysis for each of the articles but I need some help picking articles. and linking them to each topic. Can someone help me with this?

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Solution Summary

I must list 4-6 articles related to this topic and provide a brief explanation of why each was selected and what specific advice it offers the Marketing manager.

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1) Product Profitability Model

http://www.analysys.com/default_acl.asp?Mode=article&iLeftArticle=1882&m=&n=

Reason for selecting: Provides a strong insight to managers in terms of developing a reliable product profitability model and identifies critical success factors for such model.

2) Challenges in ...

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Sandeep Bardia, MBA
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  • BCom, SGTB Khalsa College, University of Delhi
  • MBA, Rochester Institute of Technology
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