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March 2006
Marketing Management;Mar/Apr2006, Vol. 15 Issue 2, p5
This article reports on research conducted by the American Marketing Association (AMA) into the survival rates of new products. Analysts at the AMA tracked the performance of products they classified as completely new or only partially new. They found that when a brand new, unknown product is launched in a new market its chances for survival were not encouraging. According to the authors of the study, who traced 66 really new industrial product-markets, only 23% of the items survived 12 years or more. Incrementally new products survived a minimum of 12 years by a considerable majority of 61%. Completely new products have to overcome serious resistance in the marketplace if they are to survive.


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