MKMR 405
INDUSTRIAL MARKETING
FALL 2002
Professor N. Mohan Reddy
Lewis 340
216-368-2038
Course Content and Approach
This course is structured as a special topics course in Industrial and New
Technologies Marketing. We will address two topics during this term:
a) Pricing strategy at various stages of a product life cycle
b) Market and product development for emerging technologies
The assigned readings are primarily cases along with a few select readings (I
will from time to time have handouts for you in class). These cases are
chosen with the expectation that you have had significant case work prior to
the current term. In addition to case work, you will also have an opportunity
to negotiate a technology licensing agreement during the term. Also attached
are questions to guide your case analysis.
Course Evaluation
1) Class participation
2) Individual papers (Oct. 28, Dec. 2)
3) Group Papers (Sept. 23, Nov. 18)
Please Note
 All written work is due by class time, in hard copy
10%
60%
30%
A Brief Note on Class Participation
The sizable portion of your grade assigned to class participation attests to its
importance. A case oriented course creates a setting where participation is an
essential ingredient to the learning process. I should, however, note that
participation does not suggest the I expect all of you to speak in every class
– one could be a participant (in the learning process) while another is
making a well-honed point. What does make for a highly involved class is a
well-prepared class. To ensure that I do not penalize those of you who prefer
to learn by letting others take a more active classroom route, I will collect
one page executive summaries of all cases, other than those due as a long
write-up. I will review these one-page write-ups at the end of the semester
when it is time to assign a class participation grade. Please note that all case
write-ups are due on the date assigned for class discussion.
MKMR 405 Course Outline
Fall 2001
August 26
September 9
Introduction
Pricing Strategy
Case: Avon
Reading: 1
September 16
Value Based Pricing
Case: Cumberland Metal
Industries
Reading: 2
September 23
Product–Market Evolution
Case: Sealed Air
September 30
Competitive Bidding
Case: Federated Industries
Readings: 3, 4
October 7
Market Planning
Case: Harper Chemical
Reading: 5
October 14
Commercializing New
Technologies
Case: HP Kittyhawk
Readings: 6, 7
MKMR 405 Course Outline Continued
October 21
Pricing New Technology
Case: Imedia
Reading: 10
October 28
Technology Planning
Case: Biopure
Reading: 8
November 4
Technology Planning
Case: Dupont
Reading: 13
November 11
Marketing Intellectual
Property
Cases: Amicon (A) and (B)
& Sedek
Reading: 9
November 18
Manufacturing –Marketing
Interface
Case: Fabtek
November 25
Creating New Markets
Case: Sun Microsystems
Readings: 11, 12
December 2
Case: Fastech
MKMR 405
Industrial and New Technologies Marketing
Prof. Mohan Reddy
Fall 2002 Bibliography
1. Avon Corp.
9-590-022
2. Cumberland Metal Industries
9-580-104
3. Sealed Air
9-582-103
4. Federated Industries
9-585-104
5. Harper Chemical
9-590-027
6. H.P. Kittyhawk
9-697-060
7. Imedia
9-598-005
8. Fastech
9-694-028
9. Dupont
9-698-079
10. Amicon (A)
9-579-093
11. Amicon (B)
9-579-094
12. Sedek Industries
9-584-132
13. Fabtek
9-592-095
14. Sun Micro Systems
9-701-058
MKMR 405
Industrial and New Technologies Marketing
Readings
1.
Dean, Joel. “Pricing Policies for New Products”, Harvard Business
Review, Harvard Business School Publishing Company, 1965, 1-19.
2.
Forbis John L. and Mehta, Nitin T., “Value-Based Strategies for
Industrial Products”, Business Horizons, Graduate School of
Business, Indiana University, May/June 1981, 32-42.
3.
Rao, Akshay et al., “How to Fight a Price War”, Harvard Business
Review, Harvard Business School Publishing Company, March-April
2000, 107-116.
4.
Miller, Larry L., Schnaars, Steven P., and Vaccaro, Valerie L., “The
Provocative Practice of Price Signaling: Collusion Versus
Cooperation,” Business Horizons, Graduate School of Business,
Indiana University, July-August 1993, 59-65.
5.
Shaw, Gordon, Brown, Robert and Bromiley, Philip. “Strategic
Stories: How 3M is Rewriting Business Planning”, Harvard Business
Review, Harvard Business School Publishing Company, Volume 76,
No. 3, May-June 1998, 41-50.
6.
Bower, Joseph L. and Christensen, Clayton M., “Disruptive
Technologies: Catching the Wave”, Harvard Business Review,
Harvard Business School Publishing Company, Volume 76, No. 2,
March-April 1998, 59-69
7.
Reddy, N. Mohan. “Market Opportunity Analysis for Emerging
Technologies”, Management Decision, vol 28, 1990, 10-19
8.
Anderson, James C. and Narus, James A. “Capturing the Value of
Supplementary Services”, Harvard Business Review, Harvard
Business School Publishing Company, January-February 1995, 7585.
9.
Rivette, Kevin and Kline, David. “Discovering New Value in
Intellectual Property”, Harvard Business Review, Harvard Business
School Publishing Company, January-February 2000, 54-66.
10.
Van Leer, Karl R. “Industrial Marketing with a Flair”, Harvard
Business Review, Harvard Business School Publishing Company,
January-February 1978, 4-11.
11.
Reddy, N. Mohan, Cort, Stanton and Lambert, David, “Industry Wide
Technical Product Standards”, R&D Management, vol. 19, Jan. 1989,
13-24.
12.
Funk, Jeffrey and Methe, David, “Market and Committee-Based
Mechanisms in the Creation and Diffusion of Global Industry
Standards”, Research Policy, vol. 30, 2001, 589-610.
13.
Douthwaite, B., Keating, J.D. and Park, J.R. “Why Promising
Technologies Fail: the Neglected Role of User Innovation During
Adoption”, Research Policy, vol. 30, 2001, 819-836.
14.
Baker, Walter, Marn, Mike and Zawanda, Craig. “Price Smarter on
the Net”, Harvard Business Review, Feb. 2001, 122-127.