Welcome Instructors

May 6th, 2009 Posted in Instructors

Dear Instructors, please share your knowledge and expertise on this subject with your peers, or raise interesting issues and questions for discussion. We, the authors, will participate in this blog, and hope to create a lively community here.

  1. 10 Responses to “Welcome Instructors”

  2. By admin on May 10, 2009

    Checkout this video on the cars of the future, as a supplement to the discussion in Chapter 1, http://www.hulu.com/watch/63742/nova-car-of-the-future#s-p1-so-i0

  3. By admin on Aug 16, 2009


    Chapter 11. The data for online advertising spending on the bottom of page 380 and the top of page 381 are reported in millions of dollars. Instead, this should be in billions. Thanks to Kim, Byung Ok of Seoul, South Korea, for bringing this to our attention.

  4. By admin on Sep 10, 2009


  5. By admin on Sep 10, 2009

    Yesterday I attended a talk in San Francisco by Ken Wirt, VP of Consumer Marketing at Cisco Systems. He said one of Cisco’s marketing challenges is to make a connection with consumers beyond their large market share of internet infrastructure products with enterprises. This is because they have made a number of acquisitions in the consumer space like Linksys (routers), Scientific Atlanta (TV set-to boxes) and Flip video.

    He described a Cisco campaign of using social media and user-generated content to engage consumers. One of the marketing insights that Cisco got out of survey research was that of all consumers who had broadband internet connection in their home, only 60% had set up a WiFi home network. When the 40% were asked why they did not have a home WiFi network, the majority answered, “I wouldn’t know what to do with it”. Cisco came up with the idea of motivating the 40% to consider WiFi home networks by showcasing how well-known personalities from the 60% segment were utilizing WiFi home networks. They wanted to create an aspirational pull from the 40% segment by showcasing product use in the 60% segment.

    Cisco decided to hold many contests among professional filmmakers and students to produce professional quality video to achieve the above objective. They called this Cisco Digital Cribs. To ensure quality in user-generated video, they first had a commercial ad agency develop videos on personalities like Martha Lane Fox, Paul Van Dyk and Graham Hill and made these available as examples to contestants. You can see some of these videos here.

    Apparently the campaign cost very little (Cisco did not pay contestants for production, just offered prize money) and was very successful in generating web site views, getting vistiors to vote for their favorite videos, and in increasing market share of the consumer business unit.

    What do you think of this campaign?

  6. By admin on Sep 27, 2009

    This video is a nice complement to the section on Biomimicry in Chapter 6.

  7. By admin on Jan 5, 2010

    Knowledge@Wharton has just published the top 30 Innovations during the past 30 years. Check this out at http://knowledge.wharton.upenn.edu/article.cfm?articleid=2163

  8. By admin on Jul 24, 2010

    Check out Jake Cook’s blog on Marketing High-Tech.

  9. By admin on Oct 17, 2010

    Jakki Mohr on Innovation Marketing Strategy.

  10. By admin on Apr 22, 2011

    Check out Cheryl Goldberg’s blog, High-Tech Communicator.

  11. By admin on May 2, 2012

    This video on the Terrafugia Transition is a nice complement to “Cars of the Future” in Chapter 1. The Transition has met US car safety standards now it needs to be tested for flight safety standards.

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