When introducing a radically new product, it is necessary to understand how consumers currently frame their experience of the problem addressed by the new offering. That is, no matter how radical a new product is, it will always be perceived initially in terms of some frame of reference.
Content: Quotation
Source: Harvard Business School (HBS) Working Knowledge
Subjects: Marketing / Sales, Perception
Source: Harvard Business School (HBS) Working Knowledge
Subjects: Marketing / Sales, Perception
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