Deepen your knowledge with these carefully selected journal articles that provide extra commentary and analysis on important topics.

Simms, Christopher, and Paul Trott. “Packaging Development: A Conceptual Framework for Identifying New Product Opportunities.” Marketing Theory 10, no. 4 (December 2010): 397–415. 

1. In what industry is packaging of greatest significance?
2. What are the three key roles packaging plays?
3. Discuss how packaging is relevant to marketing.

Lee, Hun, Ken G. Smith, and Curtis M. Grimm. “The Effect of New Product Radicality and Scope on the Extent and Speed of Innovation Diffusion.” Journal of Management 29, no. 5 (October 2003): 753–68.

1. As radicality of a new product increases, what happens? Did this support their hypothesis?
2. This article is discussing diffusion among ________________.

Hoyer, Wayne D., Rajesh Chandy, Matilda Dorotic, Manfred Krafft, and Siddharth S. Singh. “Consumer Cocreation in New Product Development.” Journal of Service Research 13, no. 3 (August 2010): 283–96.

1. What would be the advantages and disadvantages of cocreation for new product development in both developed and underdeveloped countries?
2. What are the four stages that consumers can engage with consumers in cocreation during the NPD process?
3. What are the impediments to consumer cocreation?
4. What product would you liked to be involved with cocreating? Why?  What changes would you want to make to the existing product?
5. What are the positive outcomes of consumer cocreation?