New Concept Demand: Implications For Product Management

January 1st, 2018

Summary

New concept demand is generated for a product or service whose introduction into a market is highly disruptive. Because buyers know little or nothing about the new invention and may not even appreciate the problem or opportunity that it addresses, no budget for it exists within buying centers at target organizations. In this report, we discuss how product managers should adjust their activities to support new concept offerings.

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