Bringing a new product to market is one of the most costly and risky activities that any GM faces.
Voice-of-the-customer research and stage gate reviews have improved the odds of achieving success. But do they go far enough?
Three important tasks are frequently overlooked even though they offer the ability to identify weak links early on.
So, how can you overcome the odds? Arm your team with a three-step commercialization insurance policy designed to identify and assess risks.
Author: Michael Barr
Subjects: Market Research, Market/Investment