Bringing innovation to market: how to break corporate and customer barriers
An incisive primer on how to make sure new technology-based products succeed. Explains the role of discontinuity and ways to deal with it when adopting a marketing strategy. It helps marketers plan for and manage discontinuity and identify their optimum marketing strategy. With a 10-Point Product Test Screen for assessing a product's chances in the marketplace, plus scores of actual examples, this is a book that can help every innovator reach a marketing breakthrough.
What people are saying - Write a review
We haven't found any reviews in the usual places.
ENCOUNTERING THE BARRIERS
Corporate Barriers to Innovation
Customer Barriers to Innovation
7 other sections not shown
aircraft Aspartame AT&T automation automobile barriers to innovation Boeing breast cancer Business Week caffeine calls cellular mobile centrex services competition competitors consumer Corfam corporate and customer corporate barriers cost create customer barriers customer resistance designed digital centrex economic electronic mail electronic typewriters example expertise barrier Grab and Grow Grow strategy high corporate IBM's industry innovating firm innovative products invest ISDN Japanese Kevlar Lifeline service machines mainframe computer major manufacturers market access barriers microwave ovens Migrate and Maintain mobile phone needs offer operations barrier package personal computers Pick and Protect potential problems product or service products and services programs regulation regulatory resource barrier risk S&S strategy score significant Slow and Steady solution Steady strategy success switch telecommunications telephone companies Texas Instruments thermography tion tofu tomers traditional usage barrier USCI users videotex