Launching New Products

Abstract

The goals of this book are (1) to share best practices of launching new products with professionals who want to help customers and make their company successful, and (2) to stimulate more conversations about how to successfully launch new products. The practices in this book were derived from hundreds of publications and over 60 years of experience launching over 50 new products. These practices represent the ­experience of its authors, and hopefully will cause other effective practices to be ­documented and shared.

So, why this book? New product launches can be more effective! What is the ultimate measure of effectiveness? Sales dollars, profit dollars, and growth rates are excellent measures. But how do you know that the launch is ...