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The Product Manager’s Handbook by Linda Gorchels

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CHAPTER 9

Formulating and Executing Launch Plans

TRUE OR FALSE: Being first to market guarantees success.

This is sometimes referred to as the first-mover advantage—and it does not guarantee success. In fact, many of the products we perceive as first-movers (e.g., Apple iPod, Amazon Kindle) were actually successful followers that fixed some of the mistakes of their predecessors. They also implemented superior launch strategies. Product managers are sometimes surprised to find out that their first-to-market new products were unable to sell themselves. Don’t underestimate the value of a solid launch.

Now the product manager moves to the final phase of the concept-create-commercialize component of new product development, as shown in Figure 9.1 ...

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