New product launch strategy. Mix novelty and familiarity to move from niche to mainstream

  • Reference: 75117

  • Number of pages: 9

  • Publication Date: Dec 1, 2020

  • Source: IESE (España)

  • Type of Document: Article

Grouped product items
Format Language Reference Use Qty Price Preview
pdf English 75117
As low as €6.75


Help your new product to “cross the chasm” and reach the “zone of adoption” with these practical tips.


Communication strategy Crossing the Chasm Disruptive innovation familiarity mainstream market new product launch novelty product design strategy zone of adoption