A conceptual approach to planning new product introductions in sets
William B. Locander Ph.D., Richard W. Scamell Ph.D.
Journal of the Academy of Marketing Science · 1975 · Volume 3 · Issue 3
Abstract
In an increasingly changing business environment, a key ingredient to corporate growth is the successful introduction of a series of new products that efficiently utilizes scarce resources to meet product line needs. The purpose of this paper is to describe an approach for planning new product introductions that allows the new product planner to allocate resources over a number of products while taking into account such shared marketing variables as technological innovations and advertising expenditures.
Keywords
Planning Horizon, Shared Resource, Future Return, Conceptual Approach, Television Model
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