Pre - Concept New Product Forecasting By Steven Shugan †
نویسنده
چکیده
This paper's goal is to provide an approach for very early predictions for new products, which includes conformance uncertainty. It makes predictions before formulating the new product concept. Although we would not expect to resolve all or most of the uncertainty at this early stage, we hope to provide significant reduction in development uncertainty. The advocated approach explains 27.8% of the outcome variance in one empirical study. By adding a measure of expected marketing effort, the approach explains 40.2% of the outcome variance. (
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