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| Author: | Andrew, J.R. Sirkin, H.L. |
| Title: | Innovating for cash |
| Journal: | Harvard Business Review
2003 : SEP, VOL. 81:9, p. 76-83 |
| Index terms: | New products Innovation Marketing Strategy Planning Investments Commercialization |
| Language: | eng |
| Abstract: | There are several ways to bring a new product to market. If you're not looking at all of them, odds are you're leaving big money on the table. The article describes the results of a study examining the ways of presenting a new product in the market. Most new products do not generate substantial financial returns. The study suggests three ways for a company to take a new product to market. Each of the three approaches has its own investment profile, profitability pattern, and risk profile as well as skill requirements. |
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