Compatibility analysis for the screening of new products
Eduardo Roberto
(Northwestern University, Evanston, Illinois, USA)
Christian Pinson
(Northwestern University, Evanston, Illinois, USA)
119
Abstract
Specifies that the case for formal analysis of new product proposals is founded on the assumption that, to a large extent, the current high rate of failure is attributable to lack of scientific new product planning. Subscribes to this assumption and develops its analysis in the context of the planning framework suggested earlier. Concludes that the method of lexicography is not without adequate and sound theoretical support.
Keywords
Citation
Roberto, E. and Pinson, C. (1972), "Compatibility analysis for the screening of new products", European Journal of Marketing, Vol. 6 No. 3, pp. 182-189. https://doi.org/10.1108/EUM0000000005138
Publisher
:MCB UP Ltd
Copyright © 1972, MCB UP Limited