The path to successful new products

Three practices to develop and launch new products successfully.

Author(s): Mike Gordon, Chris Musso, Eric Rebentisch, Nisheeth Gupta

Publisher: McKinsey Quarterly

Date of publication: 2010

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Synopsis

This article is one of the sources used in Manageris’ synopses:

Strengthen the appeal of your new products

Convincing consumers to change their routine and try something new is not easy! Yet, some new products and services manage to become blockbusters. What fixations guide those who have accomplished this feat?

217a – Synopsis (8p.) Offering

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