Idea #601
Why Great New Products Fail
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Why Great New Products Fail
KEY CONCEPT
Many excellent new products fail because companies fail to understand how customers make their purchasing decisions. Specifically, customers decide what they want to buy based on one of two things: their search for new information or the inferences they make based on the information they have. Great new products fail when through their searches or inferences, customers fail to recognize their value.
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Idea conceived
April 16, 2016Idea posted
Apr 2016Subject
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