Chapter 15: Introducing new market offerings

Introducing new market offerings is a critical component of any successful business. These sources explore the different aspects of creating and launching new products and services, covering topics like the challenges of developing a new product/market offering, the impact of innovation on business success, new product/market offering strategies, managing the development process, and understanding the consumer adoption process. The Chapter emphasizes the importance of customer-driven innovation, effective organizational arrangements, and meticulous budgeting to ensure successful product/market launches.