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The rapid market assessment (RMA) of new products
Author(s) -
Baker Gregory A.,
Neto Jose De Souza
Publication year - 1988
Publication title -
agribusiness
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.57
H-Index - 43
eISSN - 1520-6297
pISSN - 0742-4477
DOI - 10.1002/1520-6297(198809)4:5<467::aid-agr2720040506>3.0.co;2-6
Subject(s) - adaptation (eye) , emerging technologies , business , marketing , industrial organization , risk analysis (engineering) , computer science , artificial intelligence , physics , optics
Research efforts in developing countries often result in the development of new technologies or the adaptation of existing technologies. Traditionally, the technical and economic feasibility of the technologies have been evaluated, but marketing aspects of the products generated have been ignored. The Rapid Market Assessment (RMA) proved to be a quick and inexpensive means of assessing the market potential of new products at the early stages of a research project.