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INTRODUCING NEW MARKET OFFERINGS

Ralph W. TancoAteneo Graduate School of Business

Top 10 Concepts

VISUAL VERSION

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Outline: New Market Offerings:

1. Ways of introducing New Products2. Challenges in New-Product

Development3. Most important success factor.

(What?) 4. Reasons for New Product Failure 5. Organizational arrangements for

product development

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Outline:New Market Offerings

6. Budgeting for a new product development

7. Organizing New-Product Development

8. Managing the development process9. Consumer Adoption10. Characteristics of innovation

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8 Steps in organizing new product development

Idea Generation Idea Screening Concept development and testing Marketing strategy development Business analysis

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8 Steps in organizing new product development

Product development Market testing Commercialization

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A unique and superior product

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A unique and superior productIdea generation

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A unique and superior productIdea generation Idea screening

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A unique and superior productIdea generation Idea screening Concept Development

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A unique and superior productIdea generation Idea screening Concept Development

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A unique and superior productIdea generation Idea screening Concept Development

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A unique and superior productIdea generation Idea screening Concept Development

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A unique and superior productIdea generation Idea screening Concept Development

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A unique and superior productIdea generation Concept Development

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A unique and superior productIdea generation Concept Development

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A unique and superior productIdea generation