Watch the following video by Dr. Rob Palmatier that summarizes "offering-related sustainable competitive advantage." Dr. Palmatier is one of the co-authors of the text we use in our graduate-level marketing management/strategy courses and the video is a summary of one of the chapters in that text.  
Click here for the link to the video on YouTube. (https://www.youtube.com/watch?v=q8Yjay7cS9s)
Watch the entire video.  Do not do outside research.  All answers to the questions can be found by watching the video.
1 What are the reasons that innovative offerings are important to a business (sustainable competitive advantage)?
2 Contrary to what you've learned about the superiority of design thinking, the author of this video discusses the benefits of stage-gate development. 
1 What are the advantages discussed?
2 What are the disadvantages discussed?
3 Discuss the difference between sustaining versus disruptive technologies.
4 How did Polaroid fail to manage disruptive innovation (new technologies)?
5 What are the reasons why 75% of products launched ended up failing to meet objectives? List them and any examples that were discussed in the video.
6 What are four (4) explanations from consumer psychology why new products are accepted (persuasion)? List and explain them.
7 How was the idea for Swiffer developed (hint: P&G used a form of qualitative research)?