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Keywords: Product champions
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Journal Articles
The Twenty Toughest Questions for New Product Proposals
Available to Purchase
Journal:
Journal of Consumer Marketing
Journal of Consumer Marketing (1992) 9 (2): 51–53.
Published: 01 February 1992
...Larry A. Constantineau Proposes 20 key areas of questioning to which each new product proposition should be subjected by the product champion. Classifies the questions into six categories: concept/product, company, consumers,customers, competition, and clarifications. Concludes that use...
Journal Articles
Ready, Fire, Aim: Explaining an Entrepreneurial Strategy for New Products
Available to Purchase
Journal:
Journal of Consumer Marketing
Journal of Consumer Marketing (1989) 6 (2): 45–50.
Published: 01 February 1989
... the market can only be appreciated after the launch. Concludes that product champions must be in a corporate culture that allows risk, and should be prepared to risk their job on a risky venture. © MCB UP Limited 1989 Entrepreneurship Product champions Product launch Risk COMMENTARY READY...
