DocumentCode
1350959
Title
Measuring risk, both technical and marketing, is an important step in launching successful innovative products
Author
Wulfsberg, Arthur H.
Volume
15
Issue
10
fYear
1978
Firstpage
74
Lastpage
78
Abstract
There are two primary factors of risk in product innovation ¿ technical risk and marketing risk. Technical risk is the possibility that the new product will fail for technical reasons, either in laboratory and field tests or in actual use by the customer. Marketing risk is the possibility of failure in the marketplace even though the product is a technical success.
Keywords
Calculators; Companies; Ducts; Planning; Technological innovation;
fLanguage
English
Journal_Title
Spectrum, IEEE
Publisher
ieee
ISSN
0018-9235
Type
jour
DOI
10.1109/MSPEC.1978.6367912
Filename
6367912
Link To Document