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

    Zunino, Diego ; Grodal, Stine ; Suarez, Fernando F.

    English , Spanish

    • Reference: 75117

    • Number of pages: 9

    • Publication Date: Dec 1, 2020

    • Source: IESE (España)

    • Type of Document: Article

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    Description

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

    Keywords

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