search query: @author Crawford, C. M. / total: 7
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| Author: | Crawford, C. M. |
| Title: | Evaluating new products : a system, not an act. |
| Journal: | Business Horizons
1986 : NOV/DEC, VOL. 29:6, p. 48-55 |
| Index terms: | NEW PRODUCTS EVALUATION |
| Language: | eng |
| Abstract: | A case for a product evaluation system is made evolving just as the product evolves. The simultaneous evolving of a product and its marketing plan is emphasized. Each evaluation decision is keyed only to the decision or action that immediately follows it. The cumulative expenditures curve for a typical new product and two variations as well as the mortality of new product ideas are illustrated. Finally,a hypothetical evaluation system that can be adapted to a specific new-product program,is presented. |
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