Beating the Odds

Swaddling, Jeffrey D.; Zobel, Mark W.
March 1996
Marketing Management;Spring/Winter96, Vol. 4 Issue 4, p20
As new product failure after failure demonstrates, developing a superior understanding of the consumer can be a daunting task—even for the most successful marketing companies. To create streams of innovative new products, organizations need to maximize the value of the exploratory research that influences management decision making. When delving into consumer needs, companies can avoid some common obstacles by leveraging three tenets of exploratory research that increase the chances of new product success. INSET: Laundry Care Research Guide.


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