Prentice hall six sigma for marketing processes an overview for marketing executives leaders and managers feb 2006 ISBN 013199008x

SixSigmaforMarketingProcesses:AnOverviewfor
MarketingExecutives,Leaders,andManagers
ByClydeM.Creveling,LynneHambleton,
BurkeMcCarthy
...............................................
Publisher:PrenticeHall
PubDate:February17,2006
PrintISBN-10:0-13-199008-X
PrintISBN-13:978-0-13-199008-1
Pages:304

TableofContents|Index

NearlyhalfofthetoponehundredFortune500companiesuseSixSigma
methodologyinsomepartoftheirbusiness.Thesecompanieshavebeenamongthe
toponehundredforfiveormoreyearsandconsistentlyreporthigherrevenueand
significantlyhigherprofitsthancompetitors.Thisunderscorestheimpactonthecostside.
Nowthefocusmovestorevenuegrowth.SixSigmaconsultantClydeM.Creveling'sDesign
forSixSigmainTechnologyandProductDevelopmentisthestandardguideforproduct
commercializationandmanufacturingsupportengineerswhowanttoapplySixSigma
methodologytotechnologydevelopmentandproductcommercialization.Now,inSix
SigmaforMarketingProcesses,CrevelingjoinswithLynneHambletonandBurkeMcCarthy
toshowthewaysmarketingprofessionalscanadaptandapplythosesameSixSigma
conceptstocreatealeanmarketingworkflowbuiltforgrowth.

Thisbookprovidesanoverviewofthewaymarketingprofessionalscanutilizethevalue
offeredbySixSigmatools,methods,andbestpractices,withintheirexistingphase-gate
processes,aswellasthetraditionalSixSigmaproblem-solvingapproach:define,
measure,analyze,improve,control(DMAIC).Itprovidesuniquemethodsforemploying
SixSigmatoenhancethethreemarketingprocessesforenablingabusinesstoattain
growth:strategic,tactical,andoperational.ItgoesfurthertodemonstratethewaySix

SigmaformarketingandSixSigmafordesigncanbecombinedintoaunifiedSixSigma
forgrowth.Inthisbook,you'lllearnhowtoapplySixSigmamethodologyto

Developalean,efficientmarketingworkflowdesignedforgrowth
Enhancethethreemarketingarenasforgrowth:strategic,tactical,andoperational
Identifyleadingindicatorsofgrowthandbecomeproactiveaboutperformance


improvement
Strengthenlinksbetweencustomers,products,andprofitability
Redesignmarketingworktostreamlineworkflowandreducevariability
Assessandmitigatecycle-timeriskinanymarketinginitiativeorproject
LeverageDMAICtosolvespecificproblemsandimproveexistingprocesses
Useleantechniquestostreamlinerepeatableprocesses,suchascollateral
developmentandtrade-showparticipation


SixSigmaforMarketingProcesses:AnOverviewfor
MarketingExecutives,Leaders,andManagers
ByClydeM.Creveling,LynneHambleton,
BurkeMcCarthy
...............................................
Publisher:PrenticeHall
PubDate:February17,2006
PrintISBN-10:0-13-199008-X
PrintISBN-13:978-0-13-199008-1
Pages:304

TableofContents|Index

Copyright
PrenticeHallSixSigmaforInnovationandGrowthSeries
Preface
WhatIsinThisBook?
WhyWeWroteThisBook
AbouttheChapters
AWordAboutSixSigmaTools,Methods,andBestPractices
Acknowledgments
AbouttheAuthors
Chapter1.IntroductiontoSixSigmaforMarketingProcesses
GrowthandInnovation
WhatIsSixSigma?
TheTraditionalSixSigmaApproach
ApplyingSixSigmatoMarketing
UniqueSixSigmaMarketingMethods
Summary
Chapter2.MeasuringMarketingPerformanceandRiskAccrualUsingScorecards
ScorecardsinMarketingProcesses
ConductingGateReviews
Summary
Chapter3.SixSigma-EnabledProjectManagementinMarketingProcesses

SixSigmaContributionstoProjectManagementinMarketingProcesses
DesigningCycleTime:CriticalPathsofKeyMarketingTask-ToolSetsbyPhase
ModelingMarketingTaskCycleTimeUsingMonteCarloSimulations
DocumentingFailureModesintheCriticalPathsofMarketingTasksbyPhase
Summary
Chapter4.SixSigmaintheStrategicMarketingProcess
PortfolioRenewal
ProcessDisciplineinPortfolioRenewal
DesignProcessDisciplineDuringInboundMarketing
PhasesofPortfolioRenewal
IdentifyPhaseofPortfolioRenewal
IdentifyPhaseTools,Tasks,andDeliverables
DefinePhaseTools,Tasks,andDeliverables
EvaluatePhaseTools,Tasks,andDeliverables
ActivatePhaseTools,Tasks,andDeliverables

Summary
Chapter5.SixSigmaintheTacticalMarketingProcess
TacticalMarketingProcess:Commercialization
CommercializationPhasesandGates:IntroductiontoUAPL
TheUnderstandPhase
TheAnalyzePhase
ThePlanPhase
TheLaunchPhase
Summary
Chapter6.SixSigmaintheOperationalMarketingProcess
SixSigmaintheOperationalMarketingProcess
HardVersusEasyDataSets
TheTools,Methods,andBestPracticesthatEnabletheLMADTasks
TheLaunchPhase
TheManagePhase
TheAdaptPhase
TheDiscontinuePhase
Summary
Chapter7.QuickReviewofTraditionalDMAIC
TheTraditionalSixSigmaDMAICMethod
TheDefineStep
TheMeasureStep
TheAnalyzeStep
TheImproveStep

TheControlStep
Chapter8.FutureTrendsinSixSigmaandMarketingProcesses
Glossary
A
B
C
D
E
F
G
H
I

K
L
M
N
O
P
Q
R
S
T
U
V
W
Y
Index


Copyright
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LibraryofCongressCataloging-in-PublicationData
Creveling,ClydeM.,1956Sixsigmaformarketingprocesses:anoverviewformarketingexecutive
ClydeM.Creveling,LynneHambleton,BurkeMcCarthy.
p.cm.
ISBN0-13-199008-X
1.MarketingManagement.2.MarketingQualitycontrol.3.Sixsigma(Qual
standard)I.Hambleton,Lynne.II.McCarthy,Burke.III.Title.
HF5415.13.C742006
658.8'02dc22
2005030766

Dedication
SkipCreveling:Iwouldliketodedicatethistexttomylovely
wife,Kathy,andmyson,Neil.Iwouldalsoliketodedicateitto
mygoodfriendandmarketingcolleague,ScottMcGregor.
Withouthisinfluence,insight,andglobetrottingadventuresin
developingSixSigmaconceptsintheworldofmarketing,this


booksimplywouldnotexist.
LynneHambleton:Iwouldliketodedicatemyworkinthis
booktoBillMageeandLoisMarktfortheirgentle,steadfast
confidenceandlove,andtoShirleyEdwardsforhergenerous
andsageguidance,allofwhichwerecrucialgiftsthatsparked
energyandconviction.IalsowouldliketothankcoauthorsSkip
andBurkefortheiropenandhonestpartnershipandbudding
friendship.
BurkeMcCarthy:IdedicatemyworkinthisbooktoJanet
CrawfordandThomasandMeganMaeve.

PrenticeHallSixSigmaforInnovation
andGrowthSeries
Clyde(Skip)M.Creveling,EditorialAdvisor,Product
DevelopmentSystems&SolutionsInc.
MARKETINGPROCESSES
SixSigmaforMarketingProcesses
Creveling,Hambleton,andMcCarthy
TECHNICALPROCESSES
DesignforSixSigmainTechnologyandProduct
Development
Creveling,Slutsky,andAntis
ToleranceDesign
Creveling
WhatSixSigmahasbeenandisbecominghasstimulatedan
exciting,newbodyofknowledge.TheoldformofSixSigmais
allaboutfindingandfixingproblemsusingtheubiquitous
DMAICprocess.Costsavingsanddefectreductionareitsgoals.
FinancialreturnsfromDMAICprojectsoccuratthebottomline
ofthefinancialledger.ManywouldagreethattheDMADV
processwasthenextlogicalstepintheevolutionofSixSigma
methodologieswhenweneedtodesignanewbusinessprocess.
Thefivestepmodelshaveserveduswell,butitistimetolook
intothefuture.
ThenewformofSixSigmausestools,methodsandbest
practiceswhichintroducesanapproachtoefficientlyproduce
growthresultswithinyourcompany'sexistingbusiness


processes.Itisnotfocusedonreactiveproblemsolving,but

ratheronpreventionofproblemsduringtheworkyoudoto
innovate,refreshandinvigorateyourbusiness.Itsfinancial
returnisatthetop-lineofthefinancialledger.Its
goalinnovationleadingtogrowth.
ManyareaskingwhatisthefutureofSixSigma?Hasitrunits
course?OurexperiencetellsusthatSixSigmaisalive,evolving
andexpandingtomeetnewmarketdemands.Thisiswhywe
areintroducinganewseriesofbooksthatseeksto
communicateanewlyemergingbranchofSixSigmathat
focusesoncreativityandnewbusinessgrowth.ThePrentice
HallSixSigmaforInnovationandGrowthSeriescontains
booksintwogeneralprocessarenas:Marketingprocessesand
Technicalprocesses.Thebooksinthisserieswillspanstrategic,
tactical,andoperationalprocessarenastotranscendthe
ongoingactivitieswithinabusiness.ProductPortfolioRenewal
andR&Darestrategicprocesses;ProductandService
CommercializationaretacticalprocessesandPost-Launch
ProductLineManagement,Sales,CustomerServiceand
SupportaswellasTechnicalProduction,TechnicalService,and
SupportEngineeringareoperationalprocesses.Theseprocesses
wouldbenefitfromtherigoranddisciplinethatSix
Sigmaenhancedworkproduces.
Expectgreatthingsfromthisnewseriesofbooksifyouare
lookingforideasonhowtoimproveinnovationandgrowthona
sustainablebasis.Theywilltakeyoutothenextlevelof
learninganddoingthroughSixSigmaenablementwithinyour
organization.ClassicSixSigmaisservinguswellonthecostsideandweseeonlygoodnewsonthehorizonthroughthe
evolutionofSixSigmaforInnovationandGrowth!
Clyde(Skip)M.Creveling,EditorialAdvisor,Product
DevelopmentSystems&SolutionsInc.

Preface
WhatIsinThisBook?
WhyWeWroteThisBook
AbouttheChapters
AWordAboutSixSigmaTools,Methods,andBestPractices


WhatIsinThisBook?

Thisisnotabookaboutmarketingtheoryorbasicmarketing
principlesweassumeyouareamarketingprofessionaland
knowagoodbitaboutmarketingsciencefundamentals.This
bookisallaboutSixSigmaformarketingprofessionals.The
kindofSixSigmaweexploreisrelativelynew.Itistheformof
SixSigmathatfocusesongrowththatpreventsproblemsby
designingandstructuringSixSigmaSigma-enhancedwork
withinmarketingprocesses.Itsboundariesencompass
marketing'sthreeprocessarenasforenablingabusinessto
attainastateofsustainablegrowth.
1. StrategicMarketingProcessproductorserviceportfolio
renewal
2. TacticalMarketingProcessproductorservice
commercialization
3. OperationalMarketingProcesspost-launchproductor
servicelinemanagement


Thisbookisreasonablyshortandisprimarilyintendedasan

overviewformarketingexecutives,leaders,andmanagers.
AnyoneinterestedinthewaySixSigmatools,methods,and
bestpracticesenhanceandenablethesethreemarketing
processescanbenefitfromthisbook.Thisbookguidesthe
readerinstructuringaleanworkflowforcompletingtheright
marketingtasksusingtherighttools,methods,andbest
practicesattherighttimewithintheaforementionedprocesses.
Yes,thisbookisallaboutLeanSixSigma-enabledmarketing.


WhyWeWroteThisBook
Whydidwewriteit?Tohelptakemarketingprofessionalsinto
thesamekindofSixSigmaparadigm,workflow,measurement
rigor,andleanprocessdisciplinethatexistsintheworldof
DesignforSixSigma(DFSS).Ourfirstbook,DesignforSix
SigmainTechnologyandProductDevelopment(PrenticeHall,
2003),hasbecomeastrongstandardforresearchand
development(R&D),productcommercialization,and
manufacturingsupportengineers.Itisallaboutwhattodoand
whentodoitinthephasesoftechnologydevelopmentand
productcommercializationforengineeringteamsandtheir
leaders.Everytimeweteachandmentorengineeringteamson
DFSS,theyask,"Wherearethemarketingpeople?Shouldn't
theybehereworkingwithusasateamaswedevelopthisnew
product?"Theanswerofcourseisalwaysyes.So,astrong,new
trendisoccurringallovertheworld.Itisanewformof
collaborativeinnovationbetweenthosewhopracticeDFSSand
thosewhoarebeginningtopracticeSixSigmaforMarketing
(SSFM).TwoveryharmoniousbodiesofSixSigmaknowledge
arealigningandintegratingintowhatwecallSixSigmafor

InnovationandGrowth.Infact,thisbookispartofanexciting
newseriesfromPrenticeHallcalledtheSixSigmafor
InnovationandGrowthSeries:MarketingProcessesand
TechnicalProcesses.
DFSSandSSFMareintegratingtoformaunifiedapproachfor
thosewhoarecommercializingproductstogether.Thisbook,in
part,is"DFSSforMarketingProfessionals."Wegofarbeyond
simplytalkingaboutproductcommercializationinthisbook.We
setthestageforacomprehensiveSixSigma-enabledworkflow
formarketingprofessionals.Thatworkflowcrossesthethree
processarenaswementionedearlierportfoliorenewal(strategic
in-boundmarketing),commercialization(tacticalin-bound
marketing),andproductorservicelinemanagement


(operationalout-boundmarketing).Thatiswhythelogoforthis
booklooksthewayitdoes.Takeamomenttoreflectonthat
imageandyouwillseeourviewofthewaymarketingworkflow
isstructuredinthetext.




AbouttheChapters
Thebookislaidoutineightchapters.Chapter1,"Introduction
toSixSigmaforMarketingProcesses,"presentsthewhole
integratedstoryofSixSigmainMarketingProcesses.Itcovers
thebigpictureofthewayallthreemarketingprocessarenas
workinharmony.Onewithouttheothersisinsufficientfor
activelysustaininggrowthinabusiness.

Chapters2,"MeasuringMarketingPerformanceandRiskAccrual
UsingScorecards,"and3,"SixSigma-EnabledProject
ManagementinMarketingProcesses,"workcloselytogether.
Chapter2isaboutasystemofintegratedmarketingscorecards
thatmeasureriskaccrualfromtoolusetotaskcompletionto
gatedeliverablesforanyofthethreemarketingprocesses.
Chapter3isagreatwaytogetaprojectmanagementviewof
howmarketingteamscandesignandmanagetheirworkwitha
littlehelpfromsomeveryusefulSixSigmatools(MonteCarlo
SimulationsandProjectFailureModes&EffectsAnalysis
[FMEA]).Chapter3canhelpyouleanoutyourmarketingtasks
andassessthemforcycle-timerisk.
Chapters4,"SixSigmaintheStrategicMarketingProcess,"5,"
SixSigmaintheTacticalMarketingProcess,"and6,"SixSigma
intheOperationalMarketingProcess,"containmoredetailed
viewswithineachmarketingprocess.Thechapterslayoutthe
gaterequirementsandgatedeliverableswithinphasetasksand
theenablingtools,methods,andbestpracticesthathelp
marketingteamscompletetheircriticaltasks.Theyoffera
standardworkset(aleanterm)thatcanbedesignedintoyour
marketingprocesseswhereyouliveonadailybasis.These
chaptershelpyoudesignyourmarketingworksoyouhave
efficientworkflowandlowvariabilityinyoursummaryresults.
Thishelpspreventproblemsandultimatelysustaingrowth.This
issobecausewhatyoudoaddsvalueandhelpsassureyour
businesscasesreachtheirfullentitlement.Whenbusiness


casesdeliverwhattheypromiseyouwillgrow.
Chapter7,"QuickReviewofTraditionalDMAIC,"providesabrief

overviewoftheimportantclassicSixSigmaproblem-solving
approachknownasDefine-Measure-Analyze-Improve-Control
(DMAIC).
Chapter8,"FutureTrendsinSixSigmaandMarketing
Processes,"wrapseverythingupquicklyandsuccinctly.We
knowmarketingprofessionalsareverybusyfolks,sowetryto
gettherightinformationtoyouinafewshortchapterssoyou
canhelpleadyourteamstonewperformancelevelsasyou
seektosustaingrowthinyourbusiness.




AWordAboutSixSigmaTools,Methods,and
BestPractices
SixSigmatools,methods,andbestpracticesareinorderatthe
outsetofthisbook.Whenwediscussthevariousflowsof
marketingtasks,wefindmanyopportunitiestoaddvalueto
themwithwell-known,time-testedcombinationsfromSix
Sigma(DMAIC,aswellasDFSS).Thefollowinglisthelpsset
thestageforaligningmarketingworkwiththenumerousvalueaddingtools,methods,andbestpracticesfromSixSigma.Once
again,thedifferencethisbookisillustratingistheproactive
applicationofthetools,methods,andbestpracticestoprevent
problemsduringmarketingwork.
Traditionaltools,methodsandbestpracticesfromDMAICand
DesignforSixSigmawewilladaptivelyuse:
1. Projectplanning,scoping,cycle-timedesign,and
managementmethods
2. VoiceoftheCustomergatheringandprocessingmethods
a. Customeridentificationcharts,customerinterview

guides,andcustomerinterviewingtechniques
b. JiroKawakita(KJ)VoiceoftheCustomer(VOC)
structuring,ranking,andvalidationmethods
3. Competitivebenchmarkingstudies
4. Customervaluemanagementtools
a. Market-perceivedqualityprofiling
b. Keyeventstimelines
c. What-whomatrix


d. Won-LostAnalysis
5. Strength-Weakness-Opportunity-Threat(SWOT)Analysis
6. Porter's5ForcesAnalysis
7. Real-Win-WorthAnalysis
8. Surveyandquestionnairedesignmethods
9. Productportfolioarchitectingmethods
10. Requirementstranslation,ranking,andstructuring
a. QualityFunctionDeployment(QFD)andthehousesof
quality
11. Conceptgenerationmethods
a. Brainstorming,mindmapping,andTRIZ
12. PughConceptEvaluation&SelectionProcess
13. CriticalParameterManagement
14. Processmaps,valuechaindiagrams,customerbehavioral
dynamicsmaps,workflowdiagrams,criticalpathcycle-time
models
15. Cause&EffectMatrices
16. FailureModes&EffectsAnalysis
17. Noisediagramming(sourcesofvariation)
18. Basicandinferentialstatisticaldataanalysis

a. NormalityTests,graphicaldatamining(datadistribution
characterization),hypothesistesting,t-tests,confidence
intervals,samplesizing;ANalysisOftheVAriance


(ANOVA),andregression
19. MultivariateStatisticalDataAnalysis
a. Factor,discriminate,andclusteranalysis
20. MeasurementSystemDesign&Analysis
21. StatisticalProcessControl
22. Capabilitystudies
23. Designoftransferfunctions:analyticalmathmodels(Y=
f(X)fromfirstprinciples,aswellasempiricaldatasetsfrom
designedexperiments)
24. MonteCarloSimulations( Y=f( X))
25. SequentialDesignofExperiments(includingmulti-vari
studies,fullandfractionalfactorialdesignsforscreening
andmodeling,conjointstudies,robustdesignDesignof
Experiments(DOE)structures)
26. Controlplans
Asyoucanseewithatleast26tools,methods,andbest
practicestocreativelyadaptandapplytomarketingtasks
withintheflowofmarketingworkacrossanenterprise,thereis
ahugeopportunitytopreventproblemsandachievegrowth
goalsasweselectivelydesignourmarketingwork.


Acknowledgments
Thankstoourfriendsandcolleagueswhotookthetimeoutof
theirhecticschedulestoreadearlymanuscriptdraftsand

provideinsightsandimprovementsuggestions.Inparticular,we
wouldliketothanksJohnS.Branagan,MarianneDoktor,
CeceliaHenderson,JohnLoncz,andDeborahPearce.
WewouldliketothankallthegreatpeopleatPrenticeHallfor
theirsupportandhardworktomakethispartoftheSixSigma
forGrowthseriesasuccess:SuzetteCiancio,marketing;
HeatherFox,publicist;BernardGoodwin,editor;Christy
Hackerd,projecteditor;MichelleHousley,editorialassistant;
GayleJohnson,copyeditor;andMartyRabinowitz,production.
BurkealsowouldliketoacknowledgeDonaldCarliandPaul
McCarthy.


AbouttheAuthors
ClydeM.CrevelingiscurrentlypresidentofProduct
DevelopmentSystems&Solutions,afull-serviceproduct
developmentconsultingfirm.Priortothathewasan
independentconsultant,DFSSproductmanager,andDFSS
projectmanagerwithSigmaBreakthroughTechnologies,Inc.
Mr.CrevelingwasemployedbyEastmanKodakfor17yearsas
aproductdevelopmentengineerintheOfficeImagingDivision.
Healsospent11/2yearsasasystemsengineerforHeidelberg
DigitalasamemberoftheSystemEngineeringGroup.During
this18-yearperiod,heworkedinR&D,product
development/design/systemengineering,andmanufacturing.
Mr.CrevelinghasfiveU.S.patents.
HewasanassistantprofessoratRochesterInstituteof
Technologyforfouryears,developingandteaching
undergraduateandgraduatecoursesinmechanicalengineering
design,productandproductionsystemdevelopment,concept

design,robustdesign,andtolerancedesign.Mr.Crevelingisa
certifiedexpertinTaguchiMethods.
Hehaslectured,conductedtraining,andconsultedonproduct
developmentprocessimprovement,productportfoliodefinition
anddevelopment,designandmarketingforSixSigma
methods,technologydevelopmentforSixSigma,Critical
ParameterManagement,robustdesignandtolerancedesign
theoryandapplicationsinnumerousU.S.,European,andAsian
locations.Hisclientsinclude3M,Merck&Co.,Motorola,
Samsung,AppliedBioSystems,UnitedTechnologies,ACIST
MedicalSystems,BecktonDickenson,MineSafetyAppliances,
CallawayGolf,Lightstream,Kodak,NASA,Iomega,Xerox,
SequaCorp.(AtlanticResearchCorp.,MEGTEK,SequaCan),GE
MedicalImagingSystems,Bausch&Lomb,MooreResearch,
IIMAK,CaseNewHolland,Maytag,Cummins,Schick,Purolator,


GouldsPumps,INVENSYS,ShawCarpet,HeidelbergDigital,
Nexpress,StorageTek,andUniversalInstrumentsCorporation.
HehasbeenaguestlectureratMIT,whereheassistedinthe
start-upofagraduatecourseinrobustdesignwithintheMSin
SystemDevelopmentandManagementprogram.
Mr.CrevelingcoauthoredEngineeringMethodsforRobust
ProductDesign(Addison-Wesley,1995,ISBN0-201-63367-1)
andwrotetheworld'sfirstcomprehensivetextondeveloping
tolerances,ToleranceDesign(Addison-Wesley,1997,ISBN0201-63473-2).Thisbookfocusesonanalyticaland
experimentalmethodsfordevelopingtolerancesforproducts
andmanufacturingprocesses.Mr.Crevelingalsoisthecoauthor
ofanewtextonDesignforSixSigmaforPrenticeHall's
EngineeringProcessImprovementseries,DesignforSixSigma

inTechnologyandProductDevelopment(ISBN0-130-092231).
LynneHambletonisabusinessconsultantprovidingadvisory
andbusinessimplementationservices,withspecialfocuson
operationalprocessimprovementandgrowthinitiatives,
commercialization,changemanagement,interimgeneral
management,marketing,andbusinessplandevelopment.She
hasheldmanagementpositionsinaFortune100company,the
publicsector,andstart-ups,gainingexperienceingeneral
management,marketing,operations,strategicplanning,
alliancedevelopment,andsales/channelmanagement.Shealso
hasservedasanadjunctprofessorofstrategicplanningat
RochesterInstituteofTechnology'sSchoolofBusiness.
Ms.Hambletonreceivedamaster'sdegreeinbusiness
administrationwithanemphasisinindustrialmarketing,a
master'sdegreeinadultandhighereducation/organizational
development,andabachelorofsciencedegreein
psychophysiology,allfromtheUniversityofNorth
CarolinaChapelHill.Ms.HambletonhasbeenaPMIcertified
ProjectManagementProfessional(PMP)since1998.


Ms.Hambleton'sadditionalpublicationsincludethechapter
"SupportingaMetamorphosisThroughCommunitiesofPractice"
inLeadingKnowledgeManagementandLearningbyDede
Bonner(2000)andthearticle"Howdoesacompanythesizeof
Xeroxdesignacurriculuminprojectmanagementfortheentire
organization?"inInSearchofExcellenceinProject
Management,Volume2byHaroldKerzner(1999).
Ms.HambletonlivesinRochester,NYwithherhusband,Bill,
andtheirtwosons,CorbinandGarrett.

BurkeMcCarthyhasmarketedindustrialandconsumer
productsinawiderangeofindustries,includingphotography,
digitalimaging,printing,telecommunications,maritime
transportation,pharmaceuticals,soaps,fragrances,medicaland
diagnosticequipment,andHVAC.
Mr.McCarthyearnedanMBAinfinancefromSetonHall
Universityin1988.HiscareerwithEastmanKodaktookhim
fromtechnicalsalesrepresentativeinNewYorkCitytoproduct
linemanagerinRochester,NYtoregionalmanagerandvice
presidentinLosAngelestodirector,globalstrategicgrowthto
marketingmanagerofKodaksingle-usecameraproductsin
Rochester.
Hisotherrolesandresponsibilitieshaveincludedtechnical
sales;productdevelopment;directorofmarketing;president,
businessdevelopment;salesmanagement;andstrategic
planning.HehasalsoworkedatFoveonofSantaClara,Calif.
andatXeroxasstrategicaccountsmanagerin2000basedin
Rochester.In2003,heassumedtheroleofvicepresident,Six
SigmaforMarketingandSalesatPDSS,Inc.




1.IntroductiontoSixSigmafor
MarketingProcesses
MarketinginProductPortfolioRenewal,Commercialization,and
Post-LaunchProductLineManagement