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It's better to fly a new product simulator than crash the real thing

Planning Review

ISSN: 0094-064X

Article publication date: 1 April 1992

Abstract

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.

Citation

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

Publisher

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MCB UP Ltd

Copyright © 1992, MCB UP Limited