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商品編號： 9-506-050 出版日期： 2006/01/18 作者姓名： Gourville, John T. 商品類別： Marketing 商品規格： 9p 再版日期： 2006/08/22 地域： 產業： 個案年度： 2000 - 2001
商品敘述：
One of the critical tasks in the marketing of new innovations is predicting demand and rates of diffusion for those products. Focuses on four innovative products from different domains. Although one can speculate on the scope and rate of diffusion for each of these products independently, it''s helpful to compare and contrast diffusion across these products. Doing so allows one to focus on the "levers" or product characteristics that influence product diffusion, making one product a star and another a dog. Importantly, looking across products allows one to pick up on things that get lost in discussing a single product. A rewritten version of an earlier case.
涵蓋領域：
Innovation;Market research;Product introduction;Product launches;Supply and demand;Technology and analytics
相關資料：
Case Teaching Note, (W90T08), 8p, by Robert J. Dolan, Scott A. Moore
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