Steven DuPuis
Steven DuPuis

Adjunct Professor of Marketing

Print Overview

Twenty-five years ago in his garage, Steven DuPuis began a Design and Innovation agency: "DuPuis Group.” Today his entrepreneur spirit has built an international agency with offices in the US and Europe, where they provide clients with inspiring product innovation, brand development, and strategic design thinking. Steven’s agency has achieved numerous awards for product innovation and brand design, including work selected as part of the permanent collection in the U.S. Library of Congress. His philosophy and values in running a business were recognized in 2010 when his agency was one of 44 companies to receive the 2010 WordBlu award for Most Democratic Workplaces. His creative leadership has served many top tier companies including: Kellogg's, Sony, Heinz, Disney, Nestle, Bayer, PepsiCo, Guess? and ConAgra. Steven has been involved with the Kellogg School of Management for the last six years, starting as a guest speaker in Design Thinking and then teaching Marketing-Led Innovation for the past three years. His unique approach of bringing real innovation problems into the classroom resulted in his students recognizing him in 2011 with the “Most Impactful” certificate. Steven is a frequent contributor to marketing publications as well as a guest speaker at numerous professional forums such as AIGA, the professional association for design. His recently published book, Packaging Design Workbook, is a guide to bridging the gap between marketing strategy and visual language. With a passion for social responsibility, preservation and conservation, Steven was also involved in the New York State Attorney General's case vs. RJ Reynolds by testifying as an expert witness on marketing to kids that resulted in a nationwide ban on selling flavored cigarettes. He is also a founding member of Certified Wildlife Friendly, an organization that is “Building Economies to Save Ecologies” and leads his agency to consulting with numerous non-profit organizations such as the Cheetah Conservation Fund, Animal Welfare Approved and the Jane Goodall Institute.

Areas of Expertise: Innovation, Design Thinking, Marketing Strategy, Entrepreneurship.

Print Vita
BFA, 1984, Design and Visual Communications, California State University-Long Beach

Other Professional Experience
Founder, The DuPuis Group, 1985-present
President, The DuPuis Group, 1985-2008

Print Research

Print Teaching
Full-Time / Part-Time MBA
Launching New Products and Services (MKTG-465-0)
Innovating new products and services (and new product and service features) is among the most complex challenges faced by managers. How can one generate potentially breakthrough new product and service concepts? Given an infinite world of possibilities, how does one decide which products and feature concepts to pursue? How does one get customer feedback for products and features that do not yet exist? What marketing strategy & tactics should one employ to convince customers to purchase products they might not yet know they want? How does one reconcile the introduction of new products with an existing product portfolio? The goal of this course is to introduce students to marketing principles and concepts that they can use to tackle these questions and to develop their own approach to innovating new products and services.