December 2020
Intermediate to advanced
270 pages
8h 8m
English
Content preview from Innovation and New Product Planning
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Commercialization and Launch
At the end of technical development, the developed product and its marketing plan will be assessed. If everything is in order and approval is given, the product then enters the last stage of product development. This last stage, characteristically called the commercialization stage, consists of initiatives that commercialize and ultimately launch the product. Various activities will be undertaken in this stage, such as market testing, launch preparation, and new product forecasting.
Market Testing
Market testing is employed to evaluate the marketing plan. While it is presumed that much of the marketing plan will be set, market testing is useful for refining the marketing plan to ensure that it is comprehensible ...
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