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商品編號： 9-594-127 出版日期： 1994/06/01 作者姓名： Rangan, V. Kasturi;Bartus, Kevin 商品類別： Marketing 商品規格： 13p 再版日期： 1995/03/06 地域： 產業： 個案年度： -
商品敘述：
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.
涵蓋領域：
Target markets;Product introduction
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