No matter how radical a new product is, it will always be perceived initially in terms of some frame of reference. It is essential that this frame be understood, especially if it is an inappropriate one detrimental to early trial of the product.
Content: Quotation
Author: Gerald Zaltman
Source: Harvard Business School (HBS) Working Knowledge
Subject: Innovation
Author: Gerald Zaltman
Source: Harvard Business School (HBS) Working Knowledge
Subject: Innovation
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