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A model for launching a new high-tech industrial product: the case of advanced materials

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1 Author(s)
Karin, I. ; Dept. of Bus. Adm., Ben-Gurion Univ. of the Negev, Beer-Sheva

Summary form only given as follows. Launching a new high-tech industrial product is critical. The main business objective is to create product awareness and trial. The industrial marketer has to choose between various strategies by modifying controllable variables. The authors present a decision model that takes into consideration the latent attributes of high-tech industrial product in general, and advanced materials in particular, and helps to select the optimal strategic direction

Published in:

Management of Engineering and Technology, 1999. Technology and Innovation Management. PICMET '99. Portland International Conference on  (Volume:1 )

Date of Conference:

1999