Sight and Insight, Worlds Apart: A New Framework for NPD Research Developed Out of the Technology Sector

Using the mobile phone market as an example, the paper explores the 'depth' of adoption (within individuals) of a new product in the context of the breadth (the number of people involved).

Sight and Insight, Worlds Apart: A New Framework for npd Research Developed out of the Technology Sector

Andrew Vincent and Jerome Norris, Business & Market Research

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It is well documented that most new products fail and that successfully launching new products has got harder as markets have become more competitive. It is, therefore, perhaps surprising that in the late 1990s, over a three-year period, a new product was adopted on an unprecedented scale. Oftel estimates that in the UK the number of mobile phone subscribers increased from 9.02m in March 1998 to 34.38m...

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