Default Category
-
Why Most Product Launches Fail (Spanish version)
Schneider, Joan; Hall, JulieArticle HBS-F1104AMarketingThe company can't support fast growth, the product falls short of claims and gets bashed, the item exists in "product limbo," the product defines a new category and requires substantial consumer education but doesn't get it, and the product is revolutionary but has no market. The authors describe real-world examples of each kind of failure and suggest how companies can avoid these pitfalls.Starting at €8.20