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
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.
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.