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20/30 Hindsight: If the President Likes a New Product Program a Model Won't Kill It

20/30 Hindsight: If the President Likes a New Product Program a Model Won't Kill It A product champion can be a prime factor in the success of a new product. He can gum up the works, too, especially if the champion is a senior officer of the firm. Here, a model-based new product analysis suggested that the proposed advertising program be reformulated before introduction. And, with 20/30 hindsight .Consultants like to believe that their status gives them special credibility. Implementation, however, (as well as analysis) must be planned, as the following true story shows. Names have been changed to protect the author, even if he is not innocent. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Interfaces INFORMS

20/30 Hindsight: If the President Likes a New Product Program a Model Won't Kill It

Lilien, Gary L.
Interfaces , Volume 13 (3): 5 – Jun 1, 1983
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Publisher
INFORMS
Copyright
Copyright © INFORMS
Subject
Research Article
ISSN
0092-2102
eISSN
1526-551X
DOI
10.1287/inte.13.3.54
Publisher site
See Article on Publisher Site

Abstract

A product champion can be a prime factor in the success of a new product. He can gum up the works, too, especially if the champion is a senior officer of the firm. Here, a model-based new product analysis suggested that the proposed advertising program be reformulated before introduction. And, with 20/30 hindsight .Consultants like to believe that their status gives them special credibility. Implementation, however, (as well as analysis) must be planned, as the following true story shows. Names have been changed to protect the author, even if he is not innocent.

Journal

Interfaces – INFORMS

Published: Jun 1, 1983

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