Address new product launch in the new interactive television industry and the role of market research in the formation of a strategic marketing plan. Illustrates the problem of measuring and understanding the likely response of consumer behavior and the adoption of the technically innovative product offering. Competitive environment is dynamic, with the competitors, is also preparing to launch. But the company hopes to maintain its first-mover advantage, which also gives him the burden of educating the consumers' rights and the movement quickly rapid adoption. "Hide
by Alice M. Tybout, Julie Hennessy Source: Kellogg School of the 8 pages. Publication Date: January 1, 2004. Prod. #: KEL132-PDF-ENG
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