New products and market research

Abstract

THE degree of newness or innovation of a new product may vary greatly—ranging from a new brand in an established product field, which differs only slightly from existing brands in the product category, to a product involving an entirely new concept, such as the television receiver or the ball‐point pen. In consequence the rôle of market research will tend to vary according to the degree of innovation, although in application rather than in principle.

Citation

DAY, R.L. (1967), "New products and market research", Management Decision, Vol. 1 No. 3, pp. 21-24. https://doi.org/10.1108/eb000800