New research from ESMT Berlin explores the key strategies that firms should adopt when launching a new product. The researchers say that these strategies depend on the current market view of the product and the firm. Employing the correct one, which might sometimes be collaborating with overtly demanding reviewers or instituting rather challenging pilot tests, ensures that the product launch will go as successfully as possible. The paper is published in the journal Production and Operations Management. Tamer Boyaci, professor of management science, and Huseyin Gurkan, assistant professor of management Read More
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