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Published by:
Harvard Business Publishing (2006)
Chapter from:
"Marketer's Toolkit: The 10 Strategies You Need to Succeed"
25 pages


Traditional market research techniques are applied to developing incremental updates on existing products. The development may take a horizontal path to like products or a vertical path to make premium or budget versions of one line. However, market research may suggest breakthrough products that pose a larger market risk but can equal unprecedented results. This chapter concentrates all of these options and defines the marketer's role in each. This chapter is excerpted from ‘Marketer's Toolkit: The 10 Strategies You Need to Succeed'.


Market research; Marketing; Product design; Product development; Product lines

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