New Product Commercialization: Common Mistakes

V. Kasturi  Rangan

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

New Product Commercialization: Common Mistakes

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;

Format: Print

13 pages

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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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New Product Commercialization: Common Mistakes

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