search query: @author Urban, G. L. / total: 11
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| Author: | Urban, G. L. Weinberg, B. D. Hauser, J. R. |
| Title: | Premarket forecasting of really new products (neue Produkte) |
| Journal: | Journal of Marketing
1996 : JAN, VOL. 60:1, p. 47-60 |
| Index terms: | |
| Freeterms: | PROGNOSEMETHODEN, MARKTFORSCHUNG, TESTMETHODE (MARKTFORSCHUNG) |
| Language: | eng |
| Abstract: | The authors illustrate how a firm can face the challenge of forecasting consumer reaction for a really new product. For the case of an electric vehicle, they describe how one firm combines managerial judgment and state of the art market measurement to determine whether the really new product would be a viable business venture, the firm should plan for improvements in technology that would reduce price and/or increase benefits, or the firm should stop development. The authors comment on the advantages and disadvantages of the methodology and summarize the lessons they have learned from this application. |
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