"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:

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

“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