Screening successful new products around the world

Date of publication: September 1, 1990


This paper presents the results of what we believe is the first such experiment to be publicly reported: simultaneously testing five actual new product concepts in four countries around the world. What makes this experiment unique is that since the research institutes conducting the test sponsored it, the case histories can be presented and discussed openly without divulging client confidences. As a result, this paper provides an opportunity to see how concept testing results compare from country to country based on actual concept testing results.

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