Conjoint measurement and real options. Combining methods for a successful new product launch (practical approach)

The authors of this paper argue that a combination of conjoint analysis and real option valuation can improve the forecasts of a new product’s success.

Conjoint Measurement and Real Options

Combining methods for a successful new product launch (practical approach)

Marek Dietl Consultant, Simon, Kucher & Partners, Poland

Radosław Rejman Consultant, Simon, Kucher & Partners, Poland

PREFACE

In recent years,...