Addresses a new product launch into the emerging interactive television industry and the role of market research in shaping the strategic marketing plan. Illustrates the challenges of measuring and understanding probable consumer response and adoption behaviors given a technically innovative product offering. The competitive environment is dynamic, with competitors also poised to launch. But this company hopes to retain its first-mover advantage, which also gives it the burden of educating the right consumers quickly and driving rapid adoption.

【書誌情報】

ページ数：8ページ

サイズ：A4

商品番号：HBSP-KEL132

発行日：2004/1/1

登録日：2013/9/12