2017 | OriginalPaper | Buchkapitel
Integration of Consumers into New Product Development by Social Media-Based Crowdsourcing – Findings from the Consumer Goods Industry in Germany
verfasst von : Fabian A. Geise
Erschienen in: Advances in Advertising Research (Vol. VII)
Verlag: Springer Fachmedien Wiesbaden
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Successful new products are crucial for growth and the strengthening of a company’s competitiveness. However, not every new product launch succeeds on the market, i.e. the potential economic success is set against the risk of a new product failure. The flop rates are up to 90 percent depending on the industry (Gourville, 2006; Cooper, 2001; Crawford, 1987).