...John Rolfe; Phil Bretherton; Paul Hyland; Claudine Soosay Purpose The launch of a new product into the marketplace involves substantial risk and management planning. Information and tools are required to efficiently test‐market the product price, segment‐based price, and competitive price...

... the initial phase of the introduction of a central production facility as an innovative route to pre‐eminence in one test market. Strategic and operational issues are discussed, highlighting the differences and efficiency gains of the central production facility cum satellite store approach compared...