Subject category:
Marketing
Published by:
Harvard Business Publishing
Version: 6 March 1995
Length: 13 pages
Topics:
Industrial markets; Product introduction
Share a link:
https://casecent.re/p/45542
Write a review
|
No reviews for this item
This product has not been used yet
Abstract
Addresses the common mistakes made in new product development and launch. Many times customers'' and suppliers'' perceptions of the degree of product/market innovation do not match. One of them may view the innovations as a "breakthrough," but the other may view it only as an incremental improvement of an existing solution. Such a mismatch will inevitably lead to faculty commercialization. But even if the match is perfect, this note argues that breakthroughs and incremental new products require quite different new product development processes to enable commercial success.
Spanish language
Subject category:
Marketing
Published by:
Harvard Business Publishing
Version: 6 March 1995
About
Abstract
Addresses the common mistakes made in new product development and launch. Many times customers'' and suppliers'' perceptions of the degree of product/market innovation do not match. One of them may view the innovations as a "breakthrough," but the other may view it only as an incremental improvement of an existing solution. Such a mismatch will inevitably lead to faculty commercialization. But even if the match is perfect, this note argues that breakthroughs and incremental new products require quite different new product development processes to enable commercial success.
Related
Subject category:
Marketing
Published by:
Harvard Business Publishing
Version: 6 March 1995