Introducing New Technical Products into the Market

Claudio A. Saavedra
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Claudio A. Saavedra: NORDAKADEMIE Graduate School

Chapter 12 in The Marketing Challenge for Industrial Companies, 2016, pp 371-423 from Springer

Abstract: Abstract This chapter addresses the market introduction of new technical products from a project management and operational perspective. The customer adoption process is also reviewed step by step. Three major phases of product introduction are identified and described: pre-introduction (planning), D-Day, and post-introduction (implementation). Organizational requisites, managerial tasks, budgeting, contingency plans and extensive check-lists are shown and discussed in detail.

Keywords: Reference Price; Price Policy; Early Adopter; Target Application; Contingency Plan (search for similar items in EconPapers)
Date: 2016
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Persistent link: https://EconPapers.repec.org/RePEc:spr:mgmchp:978-3-319-30610-0_12

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DOI: 10.1007/978-3-319-30610-0_12

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