New product launches: pioneering a new approach to business innovation
Shizuka Pye and Marian Sudbury
This paper provides a compelling case study of how a client company, faced with the significant challenge of taking a business product to the consumer sector, used market research as a critical tool to build a business case and guide a product launch.
New product launches: pioneering a new approach to business innovation
Shizuka PyeMars, United Kingdom
Marian SudburyHarris Interactive, United Kingdom
INTRODUCTION
This paper provides a compelling case study of how a client company, faced with the significant...
