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Below are some articles and a newsletter that illustrate our thinking on marketing and sales issues:

A New Look at the Marketing Mix: Service Is No Longer an Afterthought

Abstract: As fast followers are the norm and the pace of commoditization quickens, product differentiation becomes more and more difficult. In addition, end users are becoming more educated and sophisticated and recognize that the most valuable differences are not product-based but service-related. Given this environment, it is crucial that manufacturers recognize this new paradigm to surround their products with valued services to differentiate themselves in the marketplace.

Show Me the Money

Abstract: Business success is inherently grounded in a strong Market Value Proposition (MVP). The MVP concept assesses whether the business case makes economic sense at three levels: the end-user, supplier, and channel. That is, there must be value for the end user to buy, the manufacturer or service provider to produce, and the channel to sell. This article provides a framework for assessing the viability of a new product, service, or business and highlights the critical elements of success.

Case Study: Commercializing a New Technology

Challenges abound in commercializing a new idea or technology. This case explores the lessons learned in the transformation of a technology-driven R&D lab into the maker of a leading commercial product. Issues of importance include the need to be market-driven and the requirement to consider market access and scalability to achieve success.

Key learnings:

  • The solution must address a real customer need economically.
  • Cost-to-serve is a critical factor to business success.
list of the entire article (pdfs)
 
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