TITLE

Surveyor of the Fittest

AUTHOR(S)
Li, Hongjun (HJ)
PUB. DATE
September 2007
SOURCE
Marketing Management;Sep2007, Vol. 16 Issue 5, p39
SOURCE TYPE
Periodical
DOC. TYPE
Article
ABSTRACT
You might be surprised at how many new-product introductions fail every year. Unfortunately, such failure is not necessarily due to lack of market investigation. That is not to state, however, that market investigation is not relevant anymore. On the contrary: The industry's poor performance with new-product introductions pinpoints the importance of doing the right market investigation the right way. Here is a systematic, effective, and easy-to-follow methodology that illustrates exactly how to accomplish that.
ACCESSION #
27743558

 

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