Prof' Loida Rosario Marketing

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Prof. Loida RosarioMarketing

• Arosari1_at_depaul.edu or elcoquigifts_at_attglobal.net

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Market Growth Matrix(Market Technology Matrix)
New Markets
C
D
New Uses
Diversification
(Business Development)
(Market Development)
A
B
Current Markets
Improved Products
Line Extensions
(Market Penetration)
(Product Development)
Present or Improved Technologies
New Technologies
Technological Newness
Cited by Kotler (Igor Ansoff Harvard Business
Review Sept-Oct, 1957)
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Principles of Innovation

• The systematic practice of innovation means
• Crating new wealth-producing resources
• Utilizing existing resources for creating new
  wealth
• To create focused change in an enterprises
  economic or social potential

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• The 7-Step Analysis of Sources of Innovation
• Unexpected Occurrences
• E.g. Univac, Novocaine-dentists, YouTube
• (Time Best 2006 Inventions article)
• Incongruities
• e.g. minimills, shipbuilders, Napster-iPod
• Process Needs
• Newspapers-Ad industry
• TIVO-like
• Industry and Mkt Changes DO CHANGE!
• HMOs, personal printers
• More on C. Christensen The Innovators Dilemma

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7-Step Analysis of Sources of Innovation

• The 7-Step Analysis of Sources of Innovation
• Demographic Changes
• Hispanic growth/youth,
• Graying of America
• Robotics in Japan
• Changes in Perception
• Environment/hybrid cars
• Increases in health versus quest for immortality
• Campaigns of real beauty, pro-age by Dove

• New Knowledge watch for protracted span between
  the emergence of new knowledge and its
  distillation into usable technology
• Modern banking J.P.Morgan, computer, speech
  recognition
• Nano anything
• Mobile anything
• Molecular medicine
• Functional foods

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Lessons

• Innovation is both a disciplined and creative
  process
• There are many sources of innovation
• 7-step model by Druker
• Market/Product Potential Ansoff
• Traditional market needs
• Traditional new technologies to new
  applications
• Trial and error, a.k.a. Googles style