Abstract
This chapter addresses the market introduction of new technical products from a project management and operational perspective. The customer adoption process is also reviewed step by step. Three major phases of product introduction are identified and described: pre-introduction (planning), D-Day, and post-introduction (implementation). Organizational requisites, managerial tasks, budgeting, contingency plans and extensive check-lists are shown and discussed in detail.
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Saavedra, C.A. (2016). Introducing New Technical Products into the Market. In: The Marketing Challenge for Industrial Companies. Management for Professionals. Springer, Cham. https://doi.org/10.1007/978-3-319-30610-0_12
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DOI: https://doi.org/10.1007/978-3-319-30610-0_12
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Online ISBN: 978-3-319-30610-0
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