Marketing Management, 16th Edition

Commercial Deployment

Commercialization informs target customers about the company’s offering and makes the offering available to these customers. Because large-scale rollouts are characterized by greater uncertainty and higher costs, companies often choose to launch the offering in a few select markets before making it available to all target customers. The key aspects of commercialization—selective market deployment and the subsequent market expansion—are outlined here.

Selective Market Deployment

A key commercialization decision is whether a company should launch its new offering to all target customers delineated in its business model or initially deploy its offering only in selected markets, gradually expanding availability until the offering ...