Impact and Role of Market Research in New Product Launch Process

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GRIN Verlag, Oct 23, 2012 - Business & Economics - 15 pages
Essay from the year 2012 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, Prifysgol Cymru University of Wales, course: Marketing Managment, language: English, abstract: This essay explains the stages of new product launch from the idea generation to the commercialization and examines the impact and role of marketing research in this process. The study identifies the factors that affect new product success and failure by giving examples from market tops and market flops and evaluation criteria were developed to search for the answer of the question why they succeeded or failed. Hypotheses were generated for the new product failures despite market research support as well.

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