Perfecting the Product Launch Approximately 40 percent of new products launched into the market today do not meet the commercial objectives of the business unit; therefore, categorizing them as failures.  These product failures can be attributed to a variety of causes ranging from incorrect pricing and targeting the wrong market to prolonged product delays and misunderstanding customers’ wants and needs.  However, almost a quarter of product failures are attributed to marketing issues, making a successful product launch very critical. Introducing a product into the marketplace is a mixture of art and science. ......

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