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It's better to fly a new product simulator than crash the real thing

It's better to fly a new product simulator than crash the real thing Managers can improve the likelihood of new product success with simulated test market STM research and software programs. It's a way of getting the had news in the laboratory, without spending millions of dollars only to be hammered in test market cities. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Planning Review Emerald Publishing

It's better to fly a new product simulator than crash the real thing

Clancy, Kevin J.; Shulman, Robert S.
Planning Review , Volume 20 (4): 8 – Apr 1, 1992
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Publisher
Emerald Publishing
Copyright
Copyright © Emerald Group Publishing Limited
ISSN
0094-064X
DOI
10.1108/eb054362
Publisher site
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Abstract

Managers can improve the likelihood of new product success with simulated test market STM research and software programs. It's a way of getting the had news in the laboratory, without spending millions of dollars only to be hammered in test market cities.

Journal

Planning Review – Emerald Publishing

Published: Apr 1, 1992

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