Introducing New Products: Successes and Failures

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You begin this course by considering the importance of new products and services to the overall health of a firm, and you look at some of the risks these products entail. Why do so many otherwise good products fail to achieve broad market diffusion? You analyze the significance of product characteristics such as complexity and communicability on customers' decisions to adopt new products. Then you consider innovations in terms of a continuum.

In the second part of the course, you look at new products through the lens of the product diffusion process. This process shows how different customer segments enter the market at different times and why. Finally, you learn how the diffusion process is related to the overall product life cycle.

You are required to have completed the following course or have equivalent experience before taking this course: 

Essentials of Marketing Strategy

Applies Toward the Following Certificates:  Marketing Strategy

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