New product launches: pioneering a new approach to business innovation

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...