Harvesting Intangible Assets by SHERMAN Andrew J
Author:SHERMAN, Andrew J. [SHERMAN, Andrew J.]
Language: eng
Format: epub
Publisher: Amacom - A
Published: 2011-10-19T14:00:00+00:00
Figure 6-3. The good, the bad, and the ugly.
Why Do New Product and Service Lines Fail?
Although there are probably hundreds of reasons why newly introduced products and services fail, even when associated with an established and recognized brand, the top six reasons are these:
1. The company misread the scope of the loyalty of its consumers.
2. The company targeted the wrong groups of consumers or assumed that the masses wanted what the classes had or vice versa.
3. The pricing strategy, terms, opportunity costs, or pain to make the switchover were miscalculated or insufficiently researched.
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