CHAPTER 11
PRODUCT LAUNCH APPLICATION
RISK QUOTE: You got to be careful if you don’t know where you’re going, because you might not get there.
—YOGI BERRA, AMERICAN BASEBALL PLAYER
RISK QUOTE: I could tell that my parents hated me. My bath toys were a toaster and a radio.
—RODNEY DANGERFIELD, COMEDIAN
An HTEP, when built with the features described, can find a variety of other applications. This is demonstrated by means of a product launch evaluation. Our story builds on a December 2007 Harvard Business Review article titled “Managing Risk and Reward in an Innovation Portfolio.
The launch of a new product or service can be a high-risk venture. Four exposures are (1) development of the product; (2) identification or creation of a market; (3) ...
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