It's better to fly a new product simulator than crash the real thing
Article publication date: 1 April 1992
Managers can improve the likelihood of new product success with simulated test market (STM) research and software programs. It's a way of getting the had news in the laboratory, without spending millions of dollars only to be hammered in test market cities.
Clancy, K.J. and Shulman, R.S. (1992), "It's better to fly a new product simulator than crash the real thing", Planning Review, Vol. 20 No. 4, pp. 10-17. https://doi.org/10.1108/eb054362
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