Why Great New Products Fail

Simester, Duncan

Why Great New Products Fail

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Why Great Products Fail - February 2016-Duncan-Simester.pdf

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Author(s)

Simester, Duncan

Date Issued

March 2016

Journal

MIT Sloan Management Review

Publisher

MIT Press

Citation

Simester, Duncan. "Why Great New Products Fail." MIT Sloan Management Review, Spring 2016: pp. 32-39.

Version

Original manuscript

Abstract

Many innovative new products don’t succeed in the marketplace. One common reason: Companies don’t focus enough on understanding how customers evaluate products and make purchase decisions.

MIT Department

Sloan School of Management

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Creative Commons Attribution-Noncommercial-Share Alike

http://creativecommons.org/licenses/by-nc-sa/4.0/

Persistent DSpace Link

http://hdl.handle.net/1721.1/116249

DOI of Published Version

http://sloanreview.mit.edu/article/why-great-new-products-fail/