Decision Criteria for New Product Acceptance and Success: The Role of Trade Buye

Description: Decision Criteria for New Product Acceptance and Success by Edward W. Mclaughlin, Vithala Rao Estimated delivery 3-12 business days Format Hardcover Condition Brand New Description Despite the rapid surge of new product introductions into the grocery product distribution system, relatively little is known about the process and acceptance criteria of trade buyers. Publisher Description Despite the rapid surge of new product introductions into the grocery product distribution system, relatively little is known about the process and acceptance criteria of trade buyers. In this work, Edward McLaughlin and Vithala Rao examine the crucial role played by trade buyers, and its place in the success of new product introduction. Their study integrates scholarly research and industry information as it explores the various processes used by manufacturers and trade intermediaries in developing and introducing new products.The book begins with a background survey of the overall structure of U.S. grocery distribution, along with a discussion of the key participants in new product introduction and their standard operating procedures. A broad framework for analyzing new product introductions is presented, and various methodologies that are useful in the process are explained. This is followed by an account of the extensive research conducted by the authors, focusing on new product acceptance by trade buyers, and drawn from three sources: publicly available information, survey data of actual buyer decisions, and buyer decisions based on hypothetical descriptions of new products. The statistical results on the relative importance of decision criteria are used to develop several management tools, including an expert system. The work concludes with a discussion of the implications of these results for marketing managers, procurement executives, and public policy makers. This book will be an important reference tool for practitioners involved in product procurement, as well as for students of marketing and sales. Author Biography EDWARD W. McLAUGHLIN is Associate Professor of Marketing in the Food Industry Management Program at Cornell University. His research has encompassed a wide variety of marketing topics in the food industry, and he regularly leads workshops and seminars for food companies.VITHALA R. RAO is Professor of Marketing and Quantitative Methods in the Johnson Graduate School of Management at Cornell University. His numerous articles have appeared in such journals as Marketing Science, Journal of Marketing Research, Journal of Consumer Research, and Management Science. Details ISBN 0899305253 ISBN-13 9780899305257 Title Decision Criteria for New Product Acceptance and Success Author Edward W. Mclaughlin, Vithala Rao Format Hardcover Year 1991 Pages 208 Publisher Bloomsbury Publishing Plc GE_Item_ID:16485164; About Us Grand Eagle Retail is the ideal place for all your shopping needs! With fast shipping, low prices, friendly service and over 1,000,000 in stock items - you're bound to find what you want, at a price you'll love! Shipping & Delivery Times Shipping is FREE to any address in USA. Please view eBay estimated delivery times at the top of the listing. Deliveries are made by either USPS or Courier. We are unable to deliver faster than stated. International deliveries will take 1-6 weeks. NOTE: We are unable to offer combined shipping for multiple items purchased. This is because our items are shipped from different locations. Returns If you wish to return an item, please consult our Returns Policy as below: Please contact Customer Services and request "Return Authorisation" before you send your item back to us. Unauthorised returns will not be accepted. Returns must be postmarked within 4 business days of authorisation and must be in resellable condition. Returns are shipped at the customer's risk. We cannot take responsibility for items which are lost or damaged in transit. For purchases where a shipping charge was paid, there will be no refund of the original shipping charge. Additional Questions If you have any questions please feel free to Contact Us. Categories Baby Books Electronics Fashion Games Health & Beauty Home, Garden & Pets Movies Music Sports & Outdoors Toys

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