▪ Fragmented markets
▪ Social and governmental constraints
▪ Cost of development
▪ Capital shortages
▪ Faster required development tim cycles
▪ The product is not well designed.
管理ppt
Copyright © 2003 Prentice-Hall, Inc.
12-5
Challenges in New-Product Development
▪ The product is incorrectly positioned in the market, not advertised effectively, or overpriced.
管理ppt
Copyright © 2003 Prentice-Hall, Inc.
12-6
Challenges in New-Product
Development
▪ Factors that tend to hinder new-product development
▪ Shortage of important ideas in certain areas
▪ Why do new products fail?
▪ A high-level executive pushes a favorite idea through in spite of negative research findings.
▪ The idea is good, but the market size is overestimated.