Dr. John B. “Jack” Green, an associate professor of marketing in Catawba College’s Ketner School of Business, and one of his students, Allan C. Rohrbaugh of Lexington, a junior in the Lifelong Learning program, recently participated in the Marketing Science Conference at Emory University’s Goizueta Business School.

Green, on behalf of Rohrbaugh and himself, presented their research entitled “The Moderating Influence of Innovative Product Superiority and Entry Order on NPD Screening Model Success Factors.”  Their work posits that different states of product innovation, superiority and entry order have moderating influences on success factors, and, they argue against current one-size-fits-all approaches and suggest models be chosen based on different levels of moderating variables.

Dr. John B. “Jack” Green, an associate professor of marketing in Catawba College’s Ketner School of Business, and one of his students, Allan C. Rohrbaugh of Lexington, a junior in the Lifelong Learning program, recently participated in the Marketing Science Conference at Emory University’s Goizueta Business School.

Green, on behalf of Rohrbaugh and himself, presented their research entitled “The Moderating Influence of Innovative Product Superiority and Entry Order on NPD Screening Model Success Factors.”  Their work posits that different states of product innovation, superiority and entry order have moderating influences on success factors, and, they argue against current one-size-fits-all approaches and suggest models be chosen based on different levels of moderating variables.