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Team assignment 4:

each member of the team must read the attached 7-page article "Escaping the Marketing Morass" about the " jobs-to-be-done" framework (championed by disruptive innovation expert Clayton Christensen for new product development). Each member of the team will select one different section from the article and write a brief report (no more than 1 page each) covering the following:  1. explain what you learned that adds new understanding to product development and/or product management (this week's topics); 2. explain the role of the jobs-to-be-done framework and how it can be used for segmentation and targeting (in the "science of marketing"); 3. include examples from real companies (that you can get anywhere, except the article itself -- get from our textbook, the internet, practical experience, etc.) that illustrates the points in the above questions. Hint: The jobs-to-be-done framework is also covered in my virtual lecture slides in week 2, but it is not in the textbook.  Here are the sections from which team members can choose: - Article Introduction - Stage 1: Identifying Demand - Stage 2: Optimizing Solutions - Stage 3: Capturing Value - Stage 4: Defending Share - Stage 5: Revitalizing Growth - 6: Doing the Job of Finding the Job Each team member only has to cover one (1) of the above topics.