Applying the marketing mix (5 ps) to bionanotechnology.

This chapter, based on concepts developed for my book, NanoInnovation (Tomczyk, Nanoinnovation: What Every Manager Needs to Know, 2011), is one of the first attempts to evaluate nanotechnology in the context of the "marketing mix" - a conceptual challenge given that nanotechnology is not one product or even a set of products, but rather a technology that is incorporated in an expanding list exceeding a 1,000 products - encompassing materials, structures, processes, and devices. My purpose is to use this context to identify some of the critical issues and factors that will influence development of "nanotechnology markets" at this very early stage in the evolution of nanotechnology, and more specifically, bionanotechnology. As technological innovations continue to promote the market growth for nanotechnology, especially in the field of medicine and healthcare, sensemaking frameworks are needed to help decision makers keep pace with these evolving markets.

Motivating people to learn cardiopulmonary resuscitation and use of automated external defibrillators.

The purpose of this study was to test the effect of a motivational message on the intention of laypersons to learn cardiopulmonary resuscitation (CPR) and automated external defibrillator (AED) use. A pretest-posttest, double-blind, randomized design was used with 220 community-dwelling adults. Participants were randomly assigned to the treatment group reading the CPR and AED pamphlet emphasizing learning CPR and AED use to save someone they love and the 3-minute window for response time; or to the comparison group reading the identical pamphlet without the 2 motivational statements.