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3M's David Windorski

The 3M Post-it Highlighter case presents a number of issues in marketing. Let's get a robust discussion going around the following questions:

How did 3M's David Windorski get ideas from college students to help him in designing the final commercial version of the Post-it Flag Highlighter?

How were the ideas important to the success of the products?

What are the opportunities/threats for 3M to take the Post-it Highligher international?

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How did 3M's David Windorski get ideas from college students to help him in designing the final commercial version of the Post-it Flag Highlighter?

To assess if there was a market for his product, he interviewed students, asking how they prepared and studied. He asked about their notetaking habits, too.

He also used some nontraditional, real world relevant market research methods as he asked ...

Solution Summary

3M's David Windorski's ideas from college students to help him in designing the final commercial version of the Post-it Flag Highlighter are briefly discussed.

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