Newprod: The Design and Implementation of a New Product Model

D the past few years a variety of models have been proposed that are specifically designed to help the marketing manager decide whether or not to continue the introduction of a new product.' Yet many companies still do not use these models in making this important decision. One reason could be lack of information about the various model-building attempts in this area. Considering the publicity that new product introduction models have received, however, it is more likely that the companies do not regard the adoption of such a model as worthwhile. Simply speaking, they expect the cost of adopting a model to be larger than the model's value to the firm. 2