Using Simulated Test Market Technology
by
Kevin J. Clancy, Peter C. Krieg, Marianne McGarry Wolf
Language: English
Release Date: February 2, 2006
Innovation remains an arduous and painful process for many companies, doing untold damage to brands, profitability, and careers. Some have used line extensions to mitigate risk, but all too often they have ended up extending the core brand into oblivion. Others have used test markets to help gauge...