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.

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