Five Rules of Marketing Insights from the Superior Engine Story
Date of Presentation
2-2014
Name of Conference
21st Annual Conference of the American Society of Business and Behavioral Sciences
Date of Conference
2-2014
Location of Conference
Las Vegas, NV
Document Type
Conference Presentation
Department
Lydia M. Olson Library
Abstract
In the late 1890s, an exceptional product line of marine engines was developed in Marquette, Michigan. The authors trace the roots of these innovations and posit abstract marketing lessons from their insights. Five rules about marketing insights are suggested to play an important role in new product development. It is suggested that marketing people who practice these rules could improve their product and service innovativeness.
Recommended Citation
Sherony, B. C., Zaenglein, I. A., & Strahan, M. F. (2014, February). Five rules of marketing insights from the Superior Engine story. Paper presented at the 21st Annual Conference of the American Society of Business and Behavioral Sciences, Las Vegas, NV.