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  • June 1994 (Revised March 1995)
  • Background Note
  • HBS Case Collection

New Product Commercialization: Common Mistakes

By: V. Kasturi Rangan
  • Format:Print
  • | Pages:13
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Abstract

Addresses the common mistakes made in new product development and launch. Many times customers' and suppliers' perceptions of the degree of product/market innovation do not match. One of them may view the innovations as a "breakthrough," but the other may view it only as an incremental improvement of an existing solution. Such a mismatch will inevitably lead to faculty commercialization. But even if the match is perfect, this note argues that breakthroughs and incremental new products require quite different new product development processes to enable commercial success.

Keywords

Product Development; Product Launch; Problems and Challenges

Citation

Rangan, V. Kasturi. "New Product Commercialization: Common Mistakes." Harvard Business School Background Note 594-127, June 1994. (Revised March 1995.)
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About The Author

V. Kasturi Rangan

Marketing
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  • Blue Meridian Partners (B): Pivoting in a Crisis By: V. Kasturi Rangan
  • M-KOPA: Empowering Lives By: V. Kasturi Rangan, Wale Lawal and Pippa Tubman Armerding
  • Dasra: From Strategic Philanthropy to Field Building By: V. Kasturi Rangan and Tanya Bijlani
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