Lathrop discusses product diversification and new product development with local ABC affiliate


scott_lathropE. Scott Lathrop, professor of marketing practice at the Whitman School of Management, was recently interviewed by local ABC affiliate WSYR Newschannel 9 regarding the nationwide stagnation of soda beverage sales and beverage companies’ diversification of products as they search for new markets. View the news clip here.

Lathrop has 25 years of experience in consulting and research in the areas of marketing strategy, new product development, and managerial decision making.  He teaches in Whitman’s undergraduate, MBA, and iMBA programs, as well as the U.S. Department of Defense Comptrollership and LogTech programs.  He serves as faculty advisor to the American Marketing Association, and to Syracuse University’s team in the annual National Team Sales Competition in Denver.  This summer Professor Lathrop will teach a graduate level course in new product development at Sejong University in Seoul, South Korea.

Lathrop formerly taught at the Harvard Business School and the International School of Management in Paris.   He has held senior management positions with consulting firms in Boston and Washington, D.C., and now partners with WMS Management Consulting on select strategic consulting projects.  He has served as consultant to United Airlines, Boise Cascade, RJR Investments, ExxonMobil, Ocean Spray, Owens-Corning, Caterpillar, Polaroid, McKesson, Partners Healthcare, A.C. Nielsen, Parexel, Trex, Office Depot, and Sundyne Pumps.

Lathrop earned a bachelor's degree magna cum laude from Colgate University, an MBA from the S.C. Johnson School of Management at Cornell University, and an MS and PhD in marketing and cognitive studies from Cornell University.