Preproduction Market Potential Assessment of Innovative Consumer Products
Auteur : Rajiv Grover, Muammer Ozer
Date de publication : 1998
Éditeur : Marketing Science Institute
Nombre de pages : 45
Résumé du livre
In this report, Grover and Ozer propose a method for assessing the market potential of innovative consumer products at the concept stage of development. Their approach uses expert decision makers to infer individual purchase probabilities (and, hence, market potential). Models for assessing new product potential at the concept stage are particularly attractive because they are deployed before significant resources are sunk.