Problem:
The company I work for, Z-Wing is working to keep up its market share now that its closest competition has captured 47% of the current market. The Head of Commercial Aviation has been tasked with "staying ahead of Janssen (the competition) and maintaining Z-Wing's position as a world leader". Chairman Aaron Weiss has asked your team to conduct research in several key areas to generate innovative ideas on how to maintain Z-Wing's leading edge.
I must list 4-6 articles related to this topic and provide a brief explanation of why each was selected and what specific advice it offers the Marketing manager. Articles selected must be geared to answering each of the following:
1) Evaluate marketing mix alternatives (4 Ps)
2) Develop product profitability models (control phase of the strategic marketing process)
3) Evaluate internal/external risks and challenges associated with product development
4) Examine strategies to engage internal stakeholders in new product development (new product process)
5) Examine various processes and sources generating new product concepts (concepts such as role of market research, marketing research, 5-step marketing research approach and new product process)