Ralph E. Grabowski - marketingVP - fact-gathering, analytical Marketing to steer the enterprise

 

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Why good products fail
Skimping on market research can prove a fatal flaw
By Robert Weisman, Boston Globe Staff

 
 

 
 

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Boston Globe article opens in a new window
The evidence from the Globe's role models
How the
microwave oven
became a super success
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Article Read Robert Weisman's story on the Grabowski Ratio™ from the Business Intelligence Column of the Boston Globe.  Link with permission of the Boston Globe.

More
material

"Who Is Going To Buy The Darn Thing?"
Fundamentals of the M/E Ratio™ and more case studies
    Download the reprint in PDF - 28-pages, 0.7 MB
    On-line version


 

"Marketing Strategy: The Marketing Budget"
More about the microwave oven on pages 9-13 (slides 7-13) in the transcript.
    More ...
   
PDF transcript
    PDF handout


 

"Real Engineers  Believe in Front End Marketing"
By Thomas J. Vaughan Jr., P.E.
    on-line


 

"The Board of Directors; Vital Partner for a VoC Culture"
A "how much" for the Board of Directors - the Front End Marketing budget and staffing for success.
    "Guide" + transcript + slides - PDF, 46 pages, 1.5 MB
    Slides only - PDF, 43 slides, 1.1 MB
    more detail


 

Neat Technology, But Who Will Buy It?
A play in three acts:

Act 1 Death and Despair
Act 2 New Models and Hope
Act 3 the Prediction

A cast of luminaries portray themselves and other current - and historical - people with extraordinary technology; to relate their personal triumphs and failures regarding the impact of Market Research - or lack thereof - in their businesses.  Includes "appearances" by

  • Percy Spencer, inventor of the microwave oven - portrayed by his grandson, Rod Spencer
  • Michael Dell of Dell Computer
  • An Wang of Wang Laboratories
  • Ken Olsen of DEC

Data Evidence of the relationship between investment in upstream marketing and success

Web sites Today's Boston Globe
Dell
Intuit

The Greatest Discovery Since Fire” from Invention & Technology Magazine has excellent material on the interaction between Raytheon and Amana's father-and-son Foerstners.

Readers Digest about Dr. Percy Spencer
Wikipedia on the microwave oven
Southwest Museum of Engineering's history of the microwave oven
History of the Microwave Oven by The Complete Microwave Oven Repair & Information Network

 

 

About the microwave oven  prior

next, "Who Is Going To Buy The Darn Thing?"  "Who Is Going To Buy The Darn Thing?"

 





here ->

Forward
Boston Globe article opens in a new window
The evidence from the Globe's role models
How the
microwave oven
became a super success
Dig deeper

 
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