Updated "Four Products" case. This 2008 version include: chopped peanut butter, folding bicycle tire, high quality wooden puzzles and artificial dirt for thoroughbred racetracks. These four products are the basis for assessing drivers of new products. In particular, one of the biggest challenges in marketing innovation in forecasting demand and diffusion rates for these products. And although we can assume the volume and speed of diffusion for any given product, it is useful to compare and contrast diffusion through the product. This allows you to focus on the drivers or product characteristics that influence the distribution of the product, which makes a single product, the stars and the other dog. In particular, looking through the products can pick up on things that are lost in the discussion of the same product. Note that this case is often accustomed to HBS Note № 505-075, "A Note on the innovation: Rogers" Five Factors ", which can be either distributed with the event or after the case was taught.
This case is only available in paper format (HBP do not have the rights to distribute digital content). As a result, a digital copy of the teacher if not available through this Web site. "Hide
by John T. Gourville Source: Harvard Business School 7 pages. Publication date: 14 April 2008. Prod. #: 508103-HCB-ENG
Four Products Predicting Diffusion (2008) Case Study Solution
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