商品敘述：

Andrea Torres, director of new product development at a high-end chocolate confectionery company, leads her team through a carefully sequenced program of market research to support the development and launch of a new product, healthy dark chocolate with fruit. This is the first time Montreaux USA, an offshoot of a Swiss confectioner, has created a product specifically for U.S. chocolate consumers. The case explains the steps Torres and her NPD team have completed and describes the decisions that lie ahead, a few months in advance of the anticipated launch. A challenging situation is intensified by a competitor also having tested a dark-chocolate-with-fruit product that was likely to be introduced into the U.S. marketplace in the near future. Students must perform a quantitative analysis as part of their work.

涵蓋領域：

Consumer behavior;International business;Marketing;Product launches;Product management;Quantitative analysis

相關資料：

, (9-914-502), 11p, by John A. Quelch, Diane Badame;
, (9-914-503), 0p, by John A. Quelch, Diane Badame;
, (9-914-504), 0p, by John A. Quelch, Diane Badame

哪些人也有訂購？