Spotting a market gap for a new product |
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| Authors: | Mattson B E |
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| Affiliation: | School of Management, University of Minnesota, Minneapolis, Minnesota, USA |
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| Abstract: | Many new products and substitute technologies fail because they enter markets too late or with too little price/performance advantage. Essentially, these products have missed their window for successful market entry. To avoid this type of product entry error, management should locate and define the boundaries of the strategic entry window for their products or technologies. |
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