Emerging technologies in emerging markets: Challenges for new product professionals

Gary S. Lynn, Joseph G. Morone, Albert Paulson

Research output: Contribution to journalArticlepeer-review

5 Scopus citations

Abstract

Developing and commercializing emerging technologies in emerging markets pose an especially difficult challenge for new product professionals. Conventional marketing tools that are typically prescribed to assist the new product manager are severely limited for this extreme form of innovation. This article presents study results and discusses which marketing tools work and which do not for this important yet vexing class of innovations.

Original languageEnglish
Pages (from-to)23-29
Number of pages7
JournalEMJ - Engineering Management Journal
Volume8
Issue number3
DOIs
StatePublished - Sep 1996

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