Winning the New-Product War

Marketers are launching more products than ever. But the costs of bringing them to market are skyrocketing, and consumers are becoming harder to reach. A joint team of Boston Consulting Group and TBWA/Chiat/Day researched success rates, launch costs, and winning strategies. Our conclusions: build go/no go stage gates; deliver realistic expectations for launch-year volume; create launch models that reflect realistic success rates and budgets; and … [ Read more ]