Why Great New Products Fail

Author(s)
Simester, Duncan
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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.
Date issued
2016-03
URI
http://hdl.handle.net/1721.1/116249
Department
Sloan School of Management
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
ISSN
1532-9194
1532-8937
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