Chapter 8 Library of Video Links

Chapter 8 Library of Video Links

New Proposition Development and Innovation

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):