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Research papers

A virtual testing approach to improve new product success rates

Today much more knowledge about what it takes to create a successful new product is available, yet four out of five new products still fail. This paper examines some of the possible reasons for this 'lack of progress' and makes a case that challenges...

Catalogue: Asia Pacific 2004
Authors: Lionel Wang, Karl Irons, Henry Xin
Company: Market-Guide Consulting (China) Co., Ltd.
March 28, 2004
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Citation

Wang, Irons and Xin (2004a, March 28). A virtual testing approach to improve new product success rates. ANA - ESOMAR. Retrieved April 29, 2024, from


https://ana.esomar.org/documents/a-virtual-testing-approach-to-improve-new-product-success-rates