Five Rules of Marketing Insights from the Superior Engine Story

Date of Presentation


Name of Conference

21st Annual Conference of the American Society of Business and Behavioral Sciences

Date of Conference


Location of Conference

Las Vegas, NV

Document Type

Conference Presentation


Lydia M. Olson Library


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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