Why Great New Products Fail
Many innovative new products don’t succeed in the marketplace. One common reason: Companies don’t focus enough on understanding how customers evaluate products and make purchase decisions.
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| Format: | Article |
| Language: | en_US |
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MIT Press
2018
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| Online Access: | http://hdl.handle.net/1721.1/116249 https://orcid.org/0000-0003-2758-0116 |