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A critique of the rapid market assessment of new products: A comment
Author(s) -
Clevenger Tom
Publication year - 1989
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(198901)5:1<61::aid-agr2720050107>3.0.co;2-f
Subject(s) - product (mathematics) , point (geometry) , economics , market analysis , new product development , marketing , computer science , industrial organization , business , mathematics , geometry
Baker and Souza Neto advance a methodology that they term “rapid market assessment.” It can be used to describe a marketing system and estimate the quantity and price of product that may be marketed by a new entrant. The relationship of the rapid market assessment of new products to the application of rapid reconnaissance techniques to subsector analysis should be noted. There was also a need for more methodology detailing the procedure to determine the point at which to enter the market system. The applicability of the methodology to alternative cases needs development.