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New Product Development


Developing a Winning Strategy...

Identify & Engage the Determinants of Success

It's well documented in the marketing literature that 8 out of 10 new products introduced into the marketplace ultimately FAIL to realize their market potential; when, by employing the appropriate tools, 8 our of 10 new products/services introduced into the marketplace can, and should, SUCCEED!

The traditional approach begins with tailoring the respective product/service to the perceived desires and needs of those in the target market; but, that's not enough. It is also essential to: (a) identify opinion leaders/influentials within the target market (or market niche) and (b) compare their perceptions (e.g., definition of "value") with those who comprise the mainstream market. The final step is to construct and implement a strategy that will capitalize upon this form of market intelligence.

Toward this end, we:

To learn more, read Diffusion of Innovations: Closing the Chasm™

[1] Rogers, Everett M. (1995). Diffusion of Innovations (4th edition). New York, NY: The Free Press.

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